Pay-Per-Click VS. Organic Seach – Who Wins?
Ding ding ding.. the winner is PPC (pay-per-click)!
Here are 4 reasons to used pay per click even if your site is already search engine optimized.
1) Pay per click allows you to get traffic to your site when visitors misspell a word. When running a search on Spellweb.com, the number of times chiropracter is searched in Google exceeds the number of times chiropractor (spelled correctly is searched.)
* The problem with organic search optimization here is that you’d have to misspell chiropractor on your site, which is not very professional. There are ways, you can sneak the misspelling in, but arriving on the top page of Google will be difficult. Note: to date, I have not found an ideal ‘reverse spellchecker tool,’ that provides you with common misspellings of search terms. Please respond to this email if you located a good (free) one.
One case in point is the use of Pay Per Click by Lost Empire Herbs . This site performs well organically, yet strategically works on their pay per click campaigns using Bing and Yahoo networks to make additional sales.
2) Pay per click allows you to run directly against your local or national competitors. For instance, if you are competing against TruGreen Chemlawn, all you have to do is include that term as a pay per click term.
3) Extent of Search Terms – Organic search is limited to some extent on the number of terms you can secure, unless you have unlimited content and number of pages. Pay per click allows you almost limited combinations of terms (Google Adwords) * We generally select 500+ search terms for each pay per click campaign a client secures.
4) Geographic Targeting – Google Adwords and other pay per click sites allow you to geographically target your pay per click campaign. By limiting your customer base to local customers you are trying to serve, you will essentially target your market at some level. Think about this: if you want to target Chiropractors in Nashville Tennessee, and you know searchers often just type chiropractor, (not Nashville chiropractor), you can make sure you buy the term chiropractor and that ad will only show in the Nashville area…..pretty powerful purchase….
* Note: Microsoft Ad Center (MSN) allows additional targeting for demographic factors such as sex, income, etc. Facebook also allows for demographic targeting, but we will save Facebook ads for another post.
Comments:
Our insurance agency in Nashville Tennessee has opted for organic search. There is an upfront cost of money and or time, but it has worked for us. Thanks for this post
I have played around with both PPC and organic search for my Payscape Billing Orchard online billing website in Nashville.
Montgomery & Associates
Rachel Stanton
http://www.diversitybuilder.com
Diversity Training Classes 