Often, sites view seo and PPC marketing as exclusive
marketing techniques. Each marketing method has its
advocates. In reality, both have a place in the Internet
marketing process. If you intend to pursue a major seo
effort, a PPC campaign is a critical early step.
PPC For Testing
Let s say you have a site offering a service or product in
the travel market. You have put together a healthy budget
and decided to go for broke. Yep, you're optimizing and
trading links in an effort to go after keyword phrases with
major traffic and competition. For instance, you have
decided to have a go at Europe travel, which has roughly
400,000 searches each month and major competition for high
rankings. You spend two years trading links, adding content
and so on. Miracle of miracles, you pop on to the first page
of search results. You start shopping for your private jet
only to realize a very disturbing thing. You are getting
thousands of visits, but few sales. After running
calculations, you find the site is converting at 1 in
10,000.
Houston, we have a problem.
A PPC campaign should be used to test your site against
keyword phrases before you spend the time and money on an
seo campaign. The best platforms to use for your campaign
are Google Adwords and Overture. Yes, click fraud is a
problem, but less so on these platforms...
Read
article in full |
|
|
