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What are the pluses and minuses of PPC compared to SEO?

Most of the time at the Search Engine Academy, we help business owners with
learning the SEO skills, but we do recognize that some folks like PPC and need
also need help with it too.

SEO or Search Engine Optimization requires some training  and practice to gain
the required skills to know how to accurately and precisely get top visibility on the
search engines. However, once you have been trained and have the skills to get
that visibility, people will find you in the top results and click on your links.

With PPC you have got to have a budget, because as the name implies, PPC is
paid advertising. Everytime someone clicks, you pay for that click. With SEO,
it is all free because you show up in the ordinary organic results. With SEO you
never pay regardless of how many clicks you get.

So what are the advantages of PPC over SEO?

There are a few, for example it is instant. You can have your campaign up and
running within 5 minutes. SEO does take time.

To be honest, a lot of people have lost money trying their hand at PPC. Whether
you have never tried PPC, or if you have previously tried and failed, you should
know that there is money to be made if you go about it the correct way. These are
the things you need to watch carefully.

7 PPC Tips for Internet Marketing Success

1. Know your target market.

You need to know exactly who you’re selling to and what triggers them to buy.
Many times what you think of as buying triggers are also “clicking triggers.”

Here are just a few triggers as examples:

Does the product your selling do any of the following?

  • Does it make people money?
  • Does it save people time?
  • Does your product help people look better?
  • Does your help people feel better about themself?
  • Does your product eliminate fear of some sort?
  • Will your product help settle an argument?

Remember, you are going to be paying every time someone clicks on one of
your PPC ads, so you need to know how your market and how to sell to them.
The more targeted your ads, the better your odds of success.

2. Choose keywords carefully. 

The keywords you associate with your ad will determine what search engine
results your ads are placed with, your level of competition, and how much
you will pay per click. You can use free keyword research tools or paid options
to get an idea of what people are searching for.Watch for keywords that might
fit a buyers mind set.

For example if you were selling products for wine making you could work with
a phrase like “making wine.” However that could just attract readers who are
looking for advice on how to make wine. For example a better buying phrase
(to attract buyers) might be “wine making kits.”

3. Write effective ad copy.

Keep in mind that you are placing search engine PPC ads so people will click on
them, and it’s your ad copy that plays the biggest role in getting people to click. The
tricky part is that the number of characters you can use in your ad will be limited,
presenting an additional challenge in writing your copy.

Sometimes is best to run a group of ads together using slightly different ad copy.
In your settings you could have Google display 4 different well written ads all
the same percentage of the time or in other words, each of the 4 ads displays
25% of the time. Then after a while you can see the clickthrough percentages and
see which ad most people seem responsive to.
4. Pre-qualify with your ad.

Now, you want a lot of people to click on your ad, but not everybody. What you
are really after are the people who want to take you up on your offer. If your ad
is too vague, you may get a lot of clicks, but not enough people to follow through
on your desired action. That may not be a big deal under normal circumstances
or with SEO, but with Pay Per Click it can put a huge hole in your budget. An
example of pre-qualification would be  using the word “discount” in your ad, as
that will attract people wanting to buy. Just be sure that there is a discount on
the page they land on.

5. Use bidding strategies to maximize your returns.

This is where things get really interesting, and also where a lot of people get lost.
You can follow any proven strategy, but the basic idea is that you pay as little as
possible for the most effective keywords possible, and get a high rate of return.

6. Test and track everything carefully.

You should always be testing different ads when doing search engine PPC. Each ad
should have its own link so you know which ads produced which results. Go with the
ads that perform best, and then set up another ad to see how well it does. Over time
your results will get better and better.

7. Have an Effective Landing Page.

This last tip sounds so simple, but many first time PPC users forget that you need a
specific landing page which is written to present your offer in customer focused
dialog. You don’t want your home page to be your landing page because potential
customers could be distracted with your navigation and you are paying to bring the
to an offer so you want a page that has no distractions. You want an engaging sales
letter that reads well and flows smoothly spelling out all of the benefits of your product.

Remember using self focued words will nulify your sales. Don’t use words like me,
I, I will, ours, we, we’re the best, our guarantee etc. Instead, customer focused words,
you, yours, you can, you will have peace of mind etc. The more your copy connects
with the right audience dialoging in a friendly way, the more you’ll see your sales
increase.