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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Tell People you’ve linked to them

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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SEO vs. PPC: The Long-Term Strategy

Which is better, SEO or PPC? You may be surprised to find that a really good website promotion strategy will incorporate both. Both are appropriate for different reasons and at different times.

Start with PPC

PPC is expensive, so you don’t want to rely on it forever. However, it generates traffic far faster than SEO does. This can give your website a much-needed boost.

Even after your website is enjoying a steady stream of traffic you might wish to keep at least a little bit of PPC around. Ads convert well. 50% of those who actually click on ads do so in order to make a purchase. After all, they know they’re clicking on an ad.

However, relying solely on PPC long-term can become very expensive. Clicks don’t always translate into customers, and only about 24% of all internet users actually trust PPC ads. You need SEO to build the “know, like, trust” factor that makes for strong brands and repeat customers.

You don’t have to rely on Google for PPC either. In fact, it may be a good idea not to. Facebook PPC is often quite effective, and new social media promotion tools allow ads to “slip into” Twitter streams and Facebook newsfeeds without triggering ad blockers or interrupting user experiences. These help because they keep you from having to rely on Google, and only on Google, for your exposure.

Build on SEO

Ideally, you’re going to build SEO into your site from Day 1, even if you launch a PPC campaign at the very same time. However, one of SEO’s major drawbacks is that it does take time to realize any results.

SEO, however, provides a far higher return on investment than PPC does. It costs far less than PPC ever will.

In addition, 85% of SEO clicks are organic clicks, not paid clicks. SEO is always going to bring you more traffic. In addition, SEO will bring you the spontaneous shares and engagement that today’s business needs to stay competitive.

The Final Word

When it comes to promoting your website it’s truly a good idea to stay out of the either/or mentality. You have a variety of tools at your disposal and it’s a good idea to use each one of them to meet different objectives.

A good long-term strategy should look like this: build your site (SEO optimized), promote it heavily with PPC during the first 6 months as you build up backlinks and social media presence, keep adding content while pulling back on the PPC expenditures a bit, and finally place 80% of your efforts on SEO strategies while maintaining a light PPC presence through the life of your site. Of course, all of this does assume that you have the budget to run a good, solid, PPC campaign.

Granted, you can waste a lot of time and a lot of money if you don’t use each tool properly. That’s why it’s a good idea to either educate yourself about them more or draw on experts to help. 

Written by
Posted · Feb 13, 2013
Categories · Search Engine Optimisation.
Related Articles · How to Plan a PPC Campaign. How to Add Your Company to Google+ Local. Does SEO Help Your Customers?. The Importance of Social Media in SEO. How to Optimize for Google. Why is SEO Training Vital for Your Company?. Are Sitemaps Still good for SEO?. Importance of a Domain for SEO. Is SEO Alone Enough For Online Marketing Success?. Top Things to Avoid in SEO. How to Build Links on a Small Budget.

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