Articles in The 'Pay per click' Tag

July 26 2010

SEO and PPC Together Allow for More Visibility

by Taylor Wilson

Many people think that Pay-Per-Click (PPC) traffic and Organic traffic are two different entities, but in reality they work together to benefit one another.

PPC traffic is great for quickly gaining and sustaining traffic and conversions, possibly while you’re waiting for your SEO efforts to be seen by the search engines. PPC is also great for promoting sales or seasonal promotions, while SEO is good for building website credibility, escalating your reach and increasing conversions. PPC allows you to control targeting, select search terms that you may not have an organic presence for, and choose which phrases you do not want your ads to appear for (negatives key phrases).   SEO and PPC compliment one another and allow for different types of control, reach and conversions, but also help one another to achieve their top potential.

Google AdWords operates on a Quality Score system. That score contributes to how much you pay for a click and how well your paid ads are positioned. There are a handful of factors that go into that score, such as click-through rate, ad copy relevance and page load time.   Believe it or not, following SEO best practices can actually lead to a higher quality PPC landing page. If you fully optimize your site’s code and have taken into account page load time, then you are more apt to have a high quality score for your PPC efforts.

So when it comes to SEO vs. PPC, there is no clear-cut answer as to one source of traffic being better than the other, unless you’re limited by funds or resources. Both SEO and PPC work great independently, but using these two marketing channels together will add additional leverage. By running both SEO and PPC together, you give your online business more opportunities to reach more of your customers.

March 11 2010

Your PPC Keywords Are Not Your Own

by Gerard Tollefsen

All trademark infringement discussions aside, one of the most important things a business running a pay-per click (PPC) campaign must understand is that keywords are free game for all advertisers.  Yes, Google and the other search engines have policies in place that restrict abuse of trademarked terms in ad copy, but the keyword itself is available to bid on for any advertiser willing to pay for the click.  This stance by Google was further supported by Judge Morrison C. England Jr. of the California Eastern District Court.  In a recent case ruling of Jurin v. Google Inc., Judge England states that Google “does not provide the content of the ‘Sponsored Link’ advertisements” and further clarifies that “It provides a space and a service and thereafter charges for its service.”  Basically, Google does not sell keywords.  They sell the ad space and provide a service to bid on keywords for which they charge for that ad space and service.

I make mention of this ruling because it hammers down a point that many advertisers overlook when deciding on keywords for their PPC campaigns.  Anyone can bid on keywords and many times broad, generic keywords have the most competition.  The reason for this is simple, more than one industry (or individual company) may view a keyword as important to their business.  Even when the advertisers bidding on a specific keyword are not true competitors, they are still competing for the ad space that a particular keyword drives.  This increased competition on broad terms is great for Google and other search engines, but not for the advertiser’s cost per click (CPC).

When determining the right selection of keywords to bid on, keep in mind how those keywords are interpreted by other companies or industries.  If you find that too many of your keywords have companies outside of your industry bidding on that term, it is usually a red flag that the term is too broad.  The visitors who click on your ad, triggered by that keyword search most likely will be unqualified.  In addition, you may see higher CPC’s from those broad terms that relate to more than one industry.  You will be well served in understanding the ruling that Google sells ad space and not keywords, because you can not stop other companies from bidding on a keyword simply because you feel that keyword is more relevant to your business.

February 5 2010

What’s Your 2010 PPC Strategy?

by Ryan Faria

With the arrival of the New Year, 2010 is the perfect time to evaluate your online campaigns and budgets.  It should come as no surprise that advertisers are allocating more of their budgets to support pay per click efforts.  According to, it is projected that online advertisers will spend $11.4 billion in advertising for 2010; an increase of over $600 million from 2009.

Us Search Advertising Spending

When assessing your budget, try allocating more of your budget toward campaigns that indicate special savings.  By incorporating these promotions into your ad copy, not only can you make your brand loyal customers aware of these deals, but you may also acquire new customers. Simply offering a promotion on your site alone may not produce the exposure you are looking for.

Another way to maximize your budget is to analyze your ecommerce and conversion results per state.  Specific states that perform better than others should have their campaign duplicated and geo-targeted to concentrate on a certain area.  By breaking these campaigns out into area specific budgets, it allows you the opportunity to garner more sales within this designated area or areas.

With so many different opportunities to generate sales online sales, now is the time to increase your budget to support new, fun and creative promotions.  Having the budget to support new campaign initiatives can help make 2010 a great year for your online business.

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