PPC Advertising: Presenting an Affordable and Instant Way of Achieving Search Engine Visibility
Search engine visibility is one of the fundamentals of online business strategies. Without your site being visible on search engines, it will not receive the desired or targeted amount of traffic. However attaining a front page ranking on search engine requires ample investment in terms of money and time. And many online businesses cannot afford to invest the required time and money to get to the kind of search engine visibility they desire. So is there an alternative? Is there a shortcut to get visible on search engines? Is there an affordable way to achieve search engine visibility? The answer to all these questions is pay per click advertising
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PPC search engine advertising involves getting your site advertised on search engine result page. Just as the generic search results are listed, your website is listed on the result page under sponsored links when a user search searched with keywords similar to the ones that optimize your site. And when the search engine user clicks on your website, you have to pay a fixed amount to the search engine. Since you pay only when your site gets clicked, this form of advertising is quite affordable and suits small budgeted businesses.
Moreover, the exposure on search engine is instant. Once you have open a PPC account with the search engine, your ad will be up. The success of a PPC search engine advertising campaign depends on how well the campaign is managed. And this depends on how good is your understanding of search engine and its mechanism as well as the nature of your target audience. All these require a systematic approach and expert’s knowledge. This is where the service of a pay per click management company. Such a service provider makes sure that the benefits of PPC search engine advertising is maximally optimized with least possible investment. Right from opening your PPC account and keywords bidding to monitoring the performance of the keywords, your service provider will take of all aspects of your PPC advertising campaign. If you cannot afford to contact a native service provider, offshore companies are viable alternatives.
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Here’s a fact for you, 85 to 95% of websites are found through a search engine. You may have the most incredible website on the Internet, but it will receive little or no traffic without search engine visibility and ranking. Can you imagine a billboard in the Sahara desert? Who sees it?
So, how will searchers find your website? What types of search engines could they use?
Search engines fall into two categories. The first is referred to as natural, organic or standard. The second is called pay-per-click, paid inclusion or paid placement.
Natural, organic and standard are interchangeable terms describing a search engine that bases its search rankings on a ranking algorithm. The algorithms involve a number of criteria and parameters, all relating to the content of the website, the website’s size, the number of incoming links to the website, and the content’s relevancy. You will hear terms such as keyword relevancy and keyword density to describe various components of the algorithms.
For the standard search engines, you, your webmaster or hired search engine optimization specialist could spend considerable time optimizing your website to achieve top rankings. The goal is for your website to appear on the first or second page of the search engines’ results when your target user searches keywords or keyword phrases.
The good news is rankings on standard search engines are free. The downside is the tremendous amount of time and effort required to achieve exceptional search engine rankings. Let’s confess to each other that top rankings on standard search engines can be tough and timely to achieve!
The interchangeable terms pay-per-click, paid inclusion or paid placement describe a search engine that bases its search rankings on a “bid for position” basis. Simply stated, you “bid” a price to be in a specific position of the search rankings for a particular search keyword or keyword phrase. For example, the #1 position on the search phrase “pay per click” recently required a bid of .55 per click, whereas the 15th position required only a bid of 55 cents. As a result, your differential website advertising costs between position #1 and #15 can be considerable.
With pay-per-click search engines, your ability to bid high can dramatically impact your website’s search engine ranking when the search results display website domain names or URL’s for the search keyword or keyword phrase. The benefit is your website gains visibility with the searcher, but you are not charged the pay-per-click “bid” until a searcher actually clicks on your website domain name or URL displayed in the search engine results. The selection of your website in the search engine results is called a click-through.
In general, click-through rates range from 1% to 5% of the number of impressions. What is all of this? A click is when a searcher selects or “clicks” your pay-per-click ad. An impression is one display of your pay-per-click ad on the search engine results. So, the click-through rate is a measure of the total number of ad clicks versus the total number of impressions in a period of time:
Click-Through Rate % = Total Number of Ad Clicks / Total Number of Ad Impressions * 100
Let’s do the math for our #1 position bid of .55 per click. In September, 2004 there were 21,535 searches for “pay per click.” First, let’s assume a 1% click-through rate. The top bidder spent 4.49 (21,535 * 1% * .55). Now, at a 5% click-through rate the top bidder spent ,822.45 (21,535 * 5% * .55). Budgeting and controlling marketing expenses with such a broad range of potential costs could be tough. Plus, such costs could be the tip of the iceberg. We still must consider derivatives of the keyword or keyword phrase. So, was being #1 worthwhile? That depends on your website’s cost per visitor, conversion rate and profit margin of your product or service.
From what we’ve covered so far, you should realize you can achieve a top or high ranking through the pay-per-click search engine. But, a high ranking will cost money and these costs can be volatile. Meanwhile, the standard search engine remains free.
However, pay-per-click offers one significant advantage. It enables you to achieve website visibility with a high ranking instantaneously or overnight. If you want to draw traffic to your website fast for any reason, pay-per-click can make that happen. Remember, maximizing the standard search engine process takes time!
Let’s summarize the pros and cons of pay-per-click marketing:
Pros
* Improves your website’s ranking and traffic quickly. * Tests the marketability of your product or service swiftly. * Determines the ability of your web site to convert visitors to a call to action or make a purchase promptly. * Identifies which keyword phrases will provide the best conversion rate rapidly. * Provides complete control of the search engine campaign, both position and cost.
Cons
* Cost
Many individuals criticize pay-per-click because of the costs involved. But, have you really thought about the cost issue? Unless you or someone in your organization has expertise in search engine optimization, you’ll probably pay several thousand dollars in fees to a search engine optimization specialist to improve and optimize your website to achieve higher rankings in the standard search engines. So, my question to you is. Are the standard search engine rankings really free?
At the end of the standard versus pay-per-click search engine debate, it’s like the old saying, “There is no such thing as a free lunch.” Or, it’s like the old commercial, “You can pay me now or you can pay me later.” The reality of the debate is you must evaluate your specific website situation and utilize the search engine approach that maximizes your website promotion goals and investment.
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Why Important Is To Ensure Usability And Search Engine Visibility In Your Web Design
We saw a website that had a heavy use of graphics with images in its page layout and different background images used in different pages. The top navigation bar was entirely driven with using JavaScript and the use of Flash could also be experienced quite well on the site. All in all, the site seemed to be designed by a new web designer or an unexperienced freebie. The site may appear good in terms of used gadgetry to make it look pretty, but it doesn’t work well under all browsers and also has other weak issues like less usability and less search engine visibility. And such websites tend to attract reduce number of visitors with the passing time.
Therefore, to make a site that looks apparently good may fail to do good on web. To encounter such problems web designers should design a site that not only exists in the virtual world but also compete well with others.
What new comers in web designing industry do is that they focus more or less on its appearance, leaving its functionality behind. The site must indeed look pretty in the eyes of the users but it is even important to know, that appearance is not all for a website. The best example of this can be Google that looks just plain but attracts highest number of users than any other site in the world. Though, it does not mean that you overlook other important issues while designing your website. The usability factor is far more valuable in website design. It is important to achieve your objective of targeting maximum organic traffic to your website. Every site has its own purpose, as some are only there to answer users’ general queries, some to provide information, and others to sell specific products and services. So, whatever purpose you have with your website, there are a number of things involved in a website design. And the usability of your website is important so that you you can achieve that purpose. It should have –
Availability of Information – suppose you have an ecommerce website, so the users should have access to all details of the products they want to buy and a flexible mode of the payment, etc.
Accessibility of the available Information – it is not only important to make your site available with the useful information but the information should be accessible though. To make it easily accessible, put the link to that place.
Third comes navigation of the website, which is again crucial to have it in proper way in website. A good navigational system allows easy movement to the users from one page to another. Also, it is always better to include a site map in your web design. This also helps search engines to crawl every page of your web site.
Apart from every other facet of a good web design, the search engine visibility is very very important for the success of your website. When a site is newly designed or redesigned, it is crucial for it to appear on top search engine result pages. So a web site is designed with keeping the search engine friendly elements in the mind. A site using lots of Javascript is bad for a website as search engine do not find Javascript while crawling the site.
So, even you design your site in most aesthetically looking way, keep its usability and search engine friendliness in mind to bag most of the success stored for you.
Kabir Bedi is the senior web consultant at LeXolution IT Services, a professional web design company, India that provides efficient web design services and SEO services to its clients. He also advices his clients about creating a successful online presence for their business.
SEO by Michael Sherman, President of www.QualifiedImpressions.com – Search Engine Optimization and Marketing Company. This video was implemented as part of a marketing strategy created by Michael of Qualified Impressions on behalf of Prime Visibility. Looking for a SEO Company? Visit http or call (516) 486-3902 PPC SEM SEO Google Search Engine Optimization Internet Marketing Website Design Web Analytics Google Yahoo MSN Video Rating: 4 / 5
