Pay per click advertising (PPC):
Advantages:
-You get instant results, you will start getting traffic immediately and not months later.
-PPC ads are perfect for time limited offers such as holiday sales and promotional events.
-You can stop your ads at any time.
-PPC ads make it easy to test a variety of keywords and landing pages.
-PPC ads also work with websites that are not favorable for good search engine rankings, such as frame structures, FLASH sites and dynamic pages.
-PPC ads allow you to bid on a many different keywords and keyword phrases, including misspellings and other variations that you cannot display on your web pages.
-PPC allows you to control your marketing budget.
-You decide where your keywords and keyword phrases are to be displayed on the search engines.
Disadvantages:
-PPC advertising can become very expensive if you bid on the wrong keywords or if you don't calculate the maximum bid price correctly.
-Click fraud can be a problem. Not all visitors are potential customers.
-You will get increased traffic but may not get sufficient conversions to sales or leads because the traffic is not targeted specific enough.
-Your sales may not be enough to offset the cost of the ads.
-More search engine visitors tend to favor and thus click-thru the organic listings.
Search engine optimization (SEO):
Advantages:
-Traffic through organic search engine listings has minimal reoccurring cost once the initial expense and up-front work has been completed.
-After the site has been optimized and you have achieved favorable listings, you can then use your online marketing budget for other programs.
-A large volume of visitors and click-thrus to your site won’t cost you money.
-Search engine optimization offers long term results that don't require constant financial spending.
-Link building, which is part of search engine optimization, will also get targeted traffic from other websites to yours.
-Optimizing your site properly will also make it more user friendly.
-More search engine visitors tend to favor and thus click-thru the organic listings.
Disadvantages:
-SEO is very time-consuming both up-front and ongoing.
-SEO may require that you redesign your site and/or reprogram your code to make your website search engine friendly.
-You must constantly update and refresh your content to keep your search engine listings high.
-You must constantly continue to build links to your site to maintain or increase your link popularity.
-It will cost considerably more money to optimize your site properly when being developed than it would otherwise.
-It will cost additional dollars to restructure and reprogram your site if you decide to properly optimize an existing site.
-You have no choice as to where your keywords and keyword phrases are to be displayed on the search engines.
Search engine optimization delivers lasting results and it costs considerably less in the long term. However, you must make sure that you optimize a website correctly to get high search engine rankings.
Pay per click advertising and search engine optimization both contribute to the success of your website. If you use a combination of both, you can get many new visitors and customers without spending a fortune. The key is to track your conversions to make sure you are getting a favorable Return On Investment (ROI). You must generate more revenue than you are spending on SEO and PPC to make it worthwhile.
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