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08.06.10 Effective Means Of Delivering Traffic To Your Website  By Eric LeuenbergerAre you engaged in any active Search Engine Optimization (SEO)? What about Pay Per Click (PPC) advertising? The fact is you should be working on both. Both channels should work in conjunction with the other, sharing information between each to further enhance the overall sales return. That is what it is all about, getting the biggest bang for your buck at the lowest risk. I can't count the number of times I hear others say that PPC doesn't work and costs too much. They tend to opt for SEO over PPC because they feel SEO will drive traffic at a less costly rate - but that is a mistake in judgment ... more on that below. PPC when run properly is a very valuable asset to all businesses. If you are losing money on pay per click you are likely not operating it correctly. SEO is also a very important component to business needs, but it should not be the only method you rely on for traffic generation either. Consider the following example scenario. You decide not to run any PPC advertising and in place of it put all your traffic generation eggs into the Organic SEO basket. Your efforts have you enjoying a nice ride at the top of the engines, your sales are high and life is good. You wake up one day and for some unknown reason your sales have not only dipped, but have come to an almost screeching halt. Doing some research you find out that the search engines unleashed some new update to their algorithms and with that update, your previous high flying rankings are now non-existent - and your sales are paying the price. The risk is real. If you were running PPC in conjunction with Organic SEO this hit would not be as significant, and furthermore, you could quickly "buy" your way back into the search results and pick up pretty much where you left off until your natural rankings recover. You shouldn't wait to run PPC. As with SEO, many factors in pay per click rely on time and performance. For example, Quality Scores are affected by performance of ads / keywords and the more historical data you have the more opportunity you have to better those scores. Higher Quality Scores mean you can pay less for higher positions in the search engines - even when your competitor is bidding more than you for that same keyword. Now if you are one of those who think you can wait for the organic SEO to fail and then at that time buy your way back into the engines with PPC, you're slightly mistaken. Yes, you can have traffic up and running within a few hours at the most. But the price you will pay for that traffic is going to be higher and the learning curve of what works to convert and what doesn't will still be something that can only be determined with time. Here are some pros and cons regarding PPC and SEO: Pros of PPC Advertising
• You have more control over paid search traffic.
• Targeting your ideal customer is easier. • You can have quality traffic running to your site in just a few hours. • Your traffic will continue to flow as long as your budget allows. Continue reading this article. About the author: Eric Leuenberger is an ecommerce conversion expert and author of a leading Ecommerce Optimization blog. He coaches ecommerce store owners how to increase their website sales using effective online paid search advertising, targeted marketing strategies, website sales strategies, and industry best practices. Contact him today to increase your sales! |
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