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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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Why is a Diverse Range of Traffic Sources Important?

While SEO is an important part of any digital marketing strategy, the reality is that driving traffic from organic search sources alone isn’t enough to sustain your website.  When looking at the digital marketing spectrum as a whole, most websites will find that organic search is indeed responsible for the vast majority of their traffic. However, this doesn’t mean you should simply be forgetting about the other possible traffic sources.

Additional Traffic Sources

Although we’re looking to explain why traffic diversity is important, it’s a lot easier if we understand where additional traffic can come from.

This isn’t an exhaustive list by any means, but additional sources may include:


  • Pay per click (PPC) marketing such as Google Adwords.
  • Social media referrals from your profile page, links you’ve posted, and links others have posted.
  • External site referrals from links you have built on high quality, relevant websites.


These are the most common traffic sources most websites will have in addition to organic search. Why is such a level of diversity important?

Search Volume Might Drop

Just because you place on the first page of Google for some well-chosen keywords, there’s no guarantee that people are actually using those words to search. No matter how well you’ve done, you’re always reliant on search volume to some extent. If search volume drops, it will take you some time to refocus your keywords elsewhere and achieve high rankings from those.

This point also demonstrates the value of keyword diversity as well as of having diverse traffic sources.

Google Penalties

Many believe that Google Penalties are reserved only for those who deliberately and knowingly partake in black hat SEO tactics. However, it is possible for sites to be hit with a penalty unwittingly, for example if they’ve been using an SEO company that they didn’t realise were pursuing black hat goals, or if they genuinely didn’t realise the link building they were doing was bad.

Even if you work to remove the bad links and file a Google Reconsideration Request for a manual penalty, you’ll still have a “blackout” period where you’ll need to look at driving traffic from different sources. If it’s an algorithmic penalty, the path back will be more difficult and social and link referral traffic may be needed to keep your business afloat.

SEO = Digital Marketing

This isn’t your stereotypical “SEO is dead” message, but the reality of modern day SEO is that you need to be looking at digital marketing as a whole, rather than just at search optimisation. Your modern digital marketing, or SEO if you want to continue using the term, approach involves everything from the on-page optimisation itself down to social media and content marketing across a number of different platforms.

Bough SEO can help to diversify your traffic sources; contact us now to discover how this can be done.

Written by
Posted · Feb 07, 2014
Categories · Search Engine Optimisation.
Related Articles · How to Plan a PPC Campaign. How to Earn Authoritative Links. How to Use Social Media for Small Business. How to Share Content Using Google+ for Business. How to Avoid Being Banned from Search Engines. What Is Link Scheme Participation?. What Is Google Penguin?.

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