The goal of any advertising campaign, regardless of what methods are used, is to get more visitors to a website and keep them there for a certain amount of time, hopefully resulting in a purchase. There are many different methods that can be used for a page to be noticed by search engines - SEO being one of them. Pay Per Click, or PPC, is another method for improving indexing results. This is an internet marketing method that only requires payment when the ad itself is actually clicked, as opposed to paying for one that simply appears before a potential customer's eyes. Each of these methods work differently in gaining more visibility for a website and combined can work even better.
Paid Exposure
Many people falsely believe that SEO and PPC are one in the same and there is no good reason to pay for any advertising if it can be avoided. While there is a bit of truth in this, there is actually a lot more benefit to pay for this kind of exposure than not. The way this works within Google's search engine is that paid advertising appears along with the free, general organic rankings; however, it is highlighted to attract more attention and appears at the top of a results page in a box, completely bypassing organic rankings.
Without PPC exposure, a page or website could rank dead last in its category; by paying, a business jumps to the top of a rankings page. While this can be very beneficial, there are a few things that must be taken into consideration with regards to PPC, SEO and page rank.
Increases Publicity
Since PPC costs money which is dependent upon the type of advertising campaign desired, most businesses do not stay with this type of advertising indefinitely. The best way to use this type of publicity is to attract visitors, generate backlinks and gain visibility with social media. By building publicity with paid ads and tracking the results with website and search analysis tools, it is possible to choose better keywords for more accurate SEO once the PPC ceases. So PPC can be an invaluable although costly tool; however, the beauty is that it appears on a results page but costs nothing until someone actually clicks on the link.
Keyword Testing
Using PPC also enables specific keywords to be tested to test the results. Keywords still play a role in PPC, of course, but are less critical when the link is at the top of a rankings page no matter whether the keywords are good or simply mediocre. If poorly chosen and not effective, then using PPC will not get results either.
Other Uses
Other important uses for PPC include when fast page ranking is desired due to seasonal or temporary promotions, testing of internet marketing campaigns, and even managing negative feedback that may show up. Using Pay Per Click allows for a page to have higher visibility to combat negative feedback with positive comments as both affect a company's public impression.
It should be noticeable that used in conjunction with each other, PPC and SEO can be great partners in establishing a new website in search rankings as quickly as possible. When properly managed, Pay Per Click advertising can have a spot in an internet marketing campaign and may increase the speed at which a site can rank well organically. Since well-managed, natural ranking is generally more permanent, its inclusion is something to be considered by any business as part of any SEO effort!
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