Over the years, marketing and advertising rules and guidelines have undergone a major revamp. Much of this can be attributed to the advent of the electronic media and its mass appeal which in today's scenario might be having more impact on the masses than the print media. The basic objective of marketing and advertising is to make your product or services visible to the maximum number of potential customers. Similarly, the way a product or service is projected in the eye of the consumer is also equally important. However, let us for the time being concentrate only on the first part, i.e making your product visible to the maximum number of people to enhance business productivity.
The easiest way for your customers to find a product or service in the 21st Century is to use the search engine of their choice. This is a huge potential market waiting for you to tap. Since most buyers don't scroll down further than the first screen of the results getting a high pay per click listing can catch the attention of potential searchers. Turn these potential searchers into long time customers and your business will sky rocket.
You can take a chance if a web visitor can't find what they're searching for in the first screen of the results following a query, that they will probably scroll down and may even look as far as the second page to find your site. It's not a good idea. Most visitors will find what they look for in the first screen of the results. That's the location your links need to be in to assure your success.
Here let us look at two paths for this destination. One is called Pay Per Click or PPC and the other is called Search Engine Optimization; or SEO. As the name suggests, PPC works on a model wherein a service provider pays to the search engine in order to get preference of display on the search page. The money is paid per click and not in lump sum say for a particular period of time. SEO on the other hand focuses on increasing the traffic on website through the search engine by only natural algorithm results. It involves proper coding, presentation, use of proper keywords in order to attain a higher rank in the search display page. It does not involve any advertising cost to be paid to the search engine.
Since pay per click results can usually be achieved faster than SEO, it's a good way to start. Some advantages of PPC are:
* Pay per click gives you more options. You have complete control pf your advertising. You can determine the exact time of day your ads show. You can determine in what location they show. You decide what keyword search results show your ads. Never before in history could you design your advertising to be so effective so fast.
* Instead of possibly spending months trying to figure out the proper algorithm to get you to the front of the search results for keywords you're not even sure convert, you can test your keywords fast with pay per click. You can get results the first day. Imagine that.
* PPC allows you to time your advertising to seasonal promotions. You can start it on a dime and end the promotion the same way. If a customer is spending his resources to search you out over the holidays or any special occasion your PPC campaign makes sure your website is easily found. You can tailor the message for the season.
* You don't have to design your entire website around PPC. You can build your website strictly with your customer in mind. You're free to create a website that produces orders. PPC allows you the luxury of spending your time testing what is actually working rather than experimenting with algorithms.
* If there's no demand for your product it cost you nothing to find out. If your ads are not getting clicked on you can change them instantly and try again, but the failure cost you nothing but time.
It's your choice. If you can achieve good positions with search engine optimization, my hats off to you, but while your waiting be sure to take advantage of the marketing feats you can accomplish with good PPC campaigns.
About the Author:
Robert Gantt is the online entrepreneur who has taught hundreds of people how to elevate their businesses and make more money online. Learn how to increase your orders, get better cashflow and increase your customer base with targeted effective search engine advertising PPC The Easy Way
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