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Old 12th March 2007, 11:48 AM   #1
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Search Engine Guide Blogger

Default New Article - Investing In Pay Per Click Marketing Or Search Engine Optimization - A

Authored by: Scott Buresh

Full Text: http://www.searchengineguide.com/bur.../0312_sb1.html

A Snippet:

While both paid search advertising and organic optimization have their merits in terms of increasing a company’s online exposure, it is important to understand the differences in the respective investments and to determine why cost per click is not a fair indicator of the performance of a search engine optimization company.

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Old 14th March 2007, 06:02 PM   #2

Join Date: Mar 2007
Location: Sacramento Area
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Default If they are not the same why do we choose between them?

I think you are spot on recognizing the differences between the two paths of online exposure. Like you -- I hear that alot only I am a PPC expert and the question is "how do I get free traffic" -- Free? I always use the term advertising when describing our pay per click services. With pay per click our environment is bracketed in that we know exactly the cost and return almost immediately. However, we use cost per click as a secondary metric when evaluating our campaigns. Typically with my clients we use metrics like cost per lead or cost per conversion which relates more cloesly to their bottom line anyway.

The fact that cost per click can vary significantly for the range of key phrases within a given campaign as well as the cost per click varies with ad space competition further muddies the waters between SE Advertising and SEO think you are, CPC is no real comparison. To compare the prmotion efforts use cost per conversion.

I think businesses have the notion that they should do one or the other Either PPC or SEO - I say do both if possible. They do compliment each other and data obtained while running PPC campaigns can be extremely valuable to the SEO effort.

Thanks - Mark Sprenger, eSource Marketing

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