Will PPC And SEO Ever Be Friends?
December 7th, 2007 by Click Consult
Here at Click Consult, I cannot tell you how many times a PPC client has said to me: “Why are we paying for a click on a PPC keyword, when we are at the top in the natural search listings?” Clients are especially concerned about this when it comes to their own brand name as a PPC keyword. Why have PPC and SEO?
Here are the 5 things I say to them:
1) Studies have shown that customers further along the buying process will actively seek out sponsored link ads and not organic listings. PPC ads are short, snappy and straight to the point – they say to people “Here’s the sales pitch. I want your custom/click; I’m willing to pay for it.” With several lines of truncated text, natural listings say to people “I’ll provide you with the information you need” (…in the earlier stages of the buying process).
2) With so many companies employing SEO specialists, the natural search results are susceptible to change and manipulation. With PPC keywords, you can stay at the top of the search results by monitoring cost per click (CPC) settings and by building up a good quality score rating.
3) With own brand keywords, it allows you to monopolise the search results (particularly if your company name is trademarked). Without PPC ads for your brand, it is possible for rivals to force you into 4th position – even though the user is searching specifically for your company. All it takes is three competitors to bid on your brand name and their three PPC ads will cause your first place natural listing to fall to fourth.
4) PPC and SEO combined allows you to double your exposure on search result pages, meaning you are twice as likely to capture/steal traffic from your competitors.
5) Some people who are looking for you online may misspell words, not use spaces between words or type URLs incorrectly. For example, someone looking for the website www.MattressOnline.co.uk could make lots of mistakes. They could type in .com instead of co.uk; they could use the plural spelling of mattress; or they could misspell mattress with only one ‘T’. With PPC, you can include all these variations in your keyword list and make sure you capture this traffic.
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