22 Jul

When Free Just Isn’t Enough: The Need for Pay-Per-Click Advertising

People often say the best things in life are free, but there are just certain things that are actually worth every dollar. Web marketing is no exception to this. In the same way traditional paid advertising works, such as classified ads and television commercials, you can choose to pay a professional SEO company for online promotion such as pay-per-click (PPC) campaigns.

Here, There, and Everywhere: What is PPC?

PPC ads are very apparent in most websites today, including search results, blogs, and online magazines. Basically, these are sponsored ads that generate traffic right away. Also called “cost per click,” it’s a great way to drive more visitors toward your website when you spend enough to get at the top of search results.

It’s one thing to have an advertisement that tickles a person’s fancy, but it’s a whole different thing to actually get that ad seen. A well organised PPC campaign effectively gets attention that makes a person click the link, leading to a strategic landing page that will spark their curiosity even more. By getting a well-written ad to the top of search results, a professional SEO firm doing such campaigns successfully brings in more visitors and prospective consumers of your product or service.

PPC vs. SEO: What’s the Difference?

Both types of web marketing are present in search results all the time. They allow websites and pages to become more visible, but search engine optimisation (SEO) concentrates more on natural or “organic” ways. It’s an effective way to get your website noticed, so companies often pay SEO experts to improve certain aspects of a site to make search engines “notice” those pages.

The thing about pure SEO marketing is you have to get a professional SEO expert to optimise your website, assembling and disassembling its content strategically to push pages to the top of search results. It often takes a long time, lots of patience, and probably more than one occasion of trial and error.

Unfortunately, there are also times when aggressive SEO marketers take on unconventional methods to improve a website’s search engine placement that it may hurt a business more than help it. Don’t get confused – organic SEO isn’t bad, but some of its methods such as “black hat SEO” are.

This is when PPC comes into play. When you want more instantaneous visitor conversion, hiring an SEO company to create and deploy PPC campaigns that often also include cost per impression (CPI) and cost per order analyses.

Paid Ads Work. Now What?

SEO companies have a standard way of computing how much a click costs. Generally, you divide the advertising cost by the number of ads clicked. There are two ways to determine cost per click, namely flat-rate and bid-based.

In flat-rate PPC, both the advertiser (you) and the publisher (the SEO firm) agree on a fixed amount paid for each click. For most SEO firms, they have a standard rate card that contains how much to charge for each click within different sections of a website. It’s very common that the rates are very minimal, and you can choose to pay more for better visibility.

On the other hand, bid-based PPC is very different and more competitive. Here, you sign a contract that makes you compete against other advertisers in a publisher’s private auction or in an advertising network. You can set your maximum bid you’re willing to pay for an ad spot. You then pay for each click your website receives, with the actual amount for that based on your bid.

There are many firms like The SEO Company that offer specialised SEO packages that concentrate on PPC advertising. These companies can help boost your website’s traffic and rankings through effective banner ads that convert a person’s interest into visitor hits. Go to their website to find out how they can help improve your website’s online presence.