Who in their right mind would not want to be number one in organic search?
The beauty of the search business for google is, there can only be one number "one". The rest of us have to pay. For all those who can not be number one, there is still hope, eg PPC. When some experts say to use PPC only, it kind of reminds me of all those people who will tell you why it is not all that great to be rich, but I have never seen a rich person wanting to be poor. The best person to ask would be the ones who are already number one on organic search.
The ease and simplicity of PPC, makes it perfect for all those who are not number one. What a great business for the search engine companies.
Organic searches is the engine that drives ALL the PPC business. Without it, there would be no PPC business. Could anyone imagine a search engine that would only present PPC? Would anyone want to use such a product? Has anyone ever built a business plan around this concept, never mind even attempt to market such a product? If you ask me, SEO should always be the first thing you do, but search long and hard for a great SEO company to hire, unless you have the time and money to invest for in house expertise.
To be fair, here are some important advantages for PPC:
- Gives immediate online presence
- Have a new site? Have ads in an hour
- Start getting ROI sooner
- No ramp up time
- Great for seasonal items or time sensitive promotions
- Great for testing
- Easily test effectiveness of new marketing message or site design change
- Quickly gather feedback
- Regulate traffic volume
- Sales pipeline empty? Use PPC to push traffic
- Overloaded? Pause campaigns or cut back spend
- Have limited sales season? Saturate market while demand is high
Some experts believe that although PPC gets 10% of clicks, they get 90% of spend.
Since, there is no clear cut consensus, many believe the most prudent approach is to do both, where you can throttle back one over the other, based on your current results.By: Nick the SEO guy
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