SEO vs PPC

Hey Lead Love Crowd! I came across a great article in the Entrepreneur Mag. about SEO vs PPC.

AJ Kumar talks about 3 main points:

AJ says 1. How large is your website advertising budget?

I would ditto this is a big piece of the pie. If you don’t know how much you can spend, it may restrict you on how much traffic you can generate for your website. What I think is more important is what your goals are as a company. If you don’t know what you want to achieve with your campaign – whatever kind it is, PPC, SEO, SEM, CPA, CPM, etc. – then it is really difficult to really use those dollars you do have in an effective way.

AJ says • Faster testing. Websites should focus on achieving conversion, whether it’s selling products, signing up email newsletter subscribers or some other action. That means actively testing website variables to improve conversion rates.

Definitely need to learn the best way you can optimize your campaigns to improve conversion rates. This can come by using a great tracking technology and experts who can help you find ways to improve. Integrate.com can be a great technology to take advantage of. They have all other sorts of perks too.

AJ says • Protection from SEO algorithm updates. One major weakness of SEO is that algorithms change from time to time.

So true, I came across a website lately, awesomize.me, and when talking to the CEO – they found a way to optimize their results to show up even before Facebook and Linkedin. They must have figured out something different.

AJ says 2. How high are the average CPCs in your industry?

I would echo this point as well. If you are looking for publishers to run you banner CPC offers and are not competitive in your pricing, you may not get the cream of the crop – if you catch what I am throwing at you. The better you pay, the better traffic you get – not always, but usually.

AJ says 3. How competitive are the SERPs in your niche? You also will want to determine how competitive the search engine results pages (SERPs) are for your target keywords. To do this, enter your keywords into the Google External Keyword Research Tool, which will tell you the estimated competition level, as well as the number of advertisers bidding on your keywords and the average CPCs.

SERPS is a new term for me, but keywords is not. I have to thank AJ for this tip – I will be checking into it further. I know in the past, I have entered keywords into the basic search in Bing, Google, Yahoo, other search engines… and taken notice of similar search terms. Maybe this is the old fashioned way of doing this – but it is interesting to learn of what people do ‘Google.’

Aj saysWhen combined, PPC and SEO can be quite powerful. Ask yourself these three questions and determine the optimal mix of PPC and SEO for your website.

Totally – and I would say don’t restrict yourself to only PPC and SEO, as there are many other performance marketing campaigns that can prove to be super effective for your business. Again no one size fits all – but the more you can expose yourself and the smarter you can spend – the better brand awareness and conversions you should see.

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Believin’ the lingity of the B’s

– Believin’ B’s –

Backlinks (Also Inbound Links): All the links that point at a particular webpage.

Banner Ad: An electronic ad in the form of a graphical image that is available in many sizes and resides on a webpage. Banner ad space is sold to advertisers to earn revenue for the website.

Banner Exchange: A network where participating sites display banner ads in exchange for credits to display banner ads on other sites in the network. The amount of credits earned is a factor of how many banners are displayed on a site and the exchange rate.

Banner Farm: A webpage, usually on a free Web host site, that consists of pay-per-view banner ads or banners linked to affiliate programs. It is considered to be a practice that affiliates should avoid.

Behavioral Targeting: The practice of targeting and serving ads to groups of users who exhibit similarities in their location, gender or age, and how they act and react in their online environment.

Benchmark Report: A report used to mark where a website falls on a search engine’s results page for a list of keywords. Subsequent search engine position reports are compared to that.

Bid: The maximum amount of money that an advertiser is willing to pay each time a searcher clicks on an ad. Bid prices can vary widely depending on competition from other advertisers and keyword popularity.

Bid Management Software: Software that manages PPC campaigns automatically, called either rules based (with triggering rules or conditions set by the advertiser) or intelligent software (enacting real-time adjustments based on tracked conversions and competitor actions).

Blog: An online chronological journal that can be updated regularly. By utilizing easy-to-use software, users with little or no technical background can maintain a blog.

Blogosphere or Blogsphere: The current state of all information available on blogs and/or the subculture of those who create and use blogs.

Bookmark: A stored location on the Web for quick retrieval. Web browsers provide bookmarks containing the addresses of favorite sites.

Brand Name Bidding Policy: The bidding policies that merchants have to display to ensure transparency for affiliates.

Browser: A software application that enables a user to display and interact with text, images, videos and other information typically located on a webpage at a website on the Web or a local area network.

Browser Helper Object: A DLL module designed as a plug-in for Microsoft Internet Explorer Web browser to provide added functionality. Some modules enable the display of different file formats not ordinarily interpretable by the browser.

Thanks again Performance Marketing Association!

Bringing the B’s home for din din tonight.

– LReg

Some of the lingity – the Ahmazing A’s

– Ahmazing A Terms –

A/B Testing: The practice of showing a user one version (A) or another (B) and tracking the behavior based on which version the user saw. The (A) version is usually the existing design and (B) is the challenger, with one copy or design element changed.

Abandonment: When a user leaves a shopping cart with an item in it prior to completing the transaction.

Above the Fold: Portion of a webpage;  normally the top part that is visible once a page has loaded. The term comes from the newspaper industry and refers to the area of the front page that is visible when the newspaper is folded in half.

Ad Copywriting: The writing of text specifically for a paid campaign ad. Good ad copywriting can have a positive effect on the click through rate of an ad.

Advertiser (also Merchant or Retailer): Any website that markets and sells goods or services. In affiliate marketing programs, advertisers contract with affiliates to get consumers to register for services, purchase products, fill out forms or visit websites.

AdSense: An advertising program run by Google enabling website owners to display text and image advertisements. Revenue is generated on a pay-per-click basis. Google uses its search technology to serve ads based on website content and users geographical location.

AdWords: Google™ text-based advertising system. It is a cost-per-click (CPC) advertising and publishers pay only when users click on their ad. It has cost control features that can set daily budget and limits.

Ad Inventory: The number of page views a site has available for advertising.

Affiliate: A website owner that earns a commission for referring clicks, leads or sales to a merchant.

Affiliate Agreement: Terms between a merchant and an affiliate that govern their relationship.

Affiliate Fraud: Bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue.

Affiliate Information Page: A page or pages on a website that explains the details of an affiliate program.

Affiliate Link: A piece of code residing in a graphic image or piece of text that is placed on an affiliate’s webpage, notifying the merchant that an affiliate should be credited for the customer or visitor sent to their website.

Affiliate Manager: The manager responsible for overseeing the marketing of a merchant’s program including forecasts and budgets, as well as and communicating with affiliates regularly, establishing incentives and monitoring industry news and trends.

Affiliate Management Agency (also Outsource Affiliate Agency): An agency that manages programs on behalf of a merchant for a nominal fee or performance percentage. It handles the recruitment, activation and management of new affiliates, provides creative and runs promotions.

Affiliate Marketing: An agreement between two sites in which the affiliate agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate earns a commission for referring clicks, leads or sales to a merchant.

Affiliate Network: An intermediary between an affiliate and merchant. For merchants, it offers tracking technology, reporting tools, payment processing and access to affiliates. For affiliates, it offers one-click application to merchants, reporting tools and payment aggregation.

Affiliate Program (also Associate, Partner, Referral or Revenue Sharing Program): A plan where a merchant pays a commission to an affiliate for generating clicks, leads or sales from a graphic or text link located on the affiliate’s site.

Affiliate Program Directory: A list of affiliate programs that features information such as the commission rate, number of affiliates and affiliate solution provider. Associate-It, AssociatePrograms.com and Refer-it are among the largest affiliate program directories.

Affiliate Recruiting: The act of seeking and enrolling a person, company or organization to become a partner in sales for a program.

Affiliate Software: Software that enables merchants to start an in-house affiliate program without joining a network.

Affiliate Solution Provider: A company that provides the network, software and services needed to create and track an affiliate program.

Algorithm: A set of mathematical equations or rules that a search engine uses to rank the content contained within its index in response to a particular search query.

Analytics: Technology that helps to analyze the performance of a website or online marketing campaign.

Application Service Provider (ASP): An online network that is accessible through the Internet instead of through the installation of software. It is quickly integrated with other websites and the services are easily implemented and scalable.

Arbitrage: A practice through which Web publishers use second tier search engines, directories and vertical search engines to engage in the buying and reselling of Web traffic.

Associate: A synonym for affiliate.

Asynchronous JavaScript and XML (AJAX): A programming language that allows for the updating of specific sections of content on a webpage, without completely reloading the page.

Auto-Approve: An affiliate application approval process where all applicants are automatically approved for an affiliate program.

Auto-Responder: An email feature that automatically sends an email message to anyone who sends it a message.

Thanks Performance Marketing Association 🙂

Loving up all the A’s I can get today!

– LReg

Hello Performance Marketing!

I have spent quite a few years in the public relations and marketing fields, working mostly with social media, on-the-ground guerrilla marketing, and events with face-to-face interaction. I recently came into the performance marketing and advertising side of things and am working hard to emerse myself and learn as much as I can. I had no idea how different this side can be. I thought I would share what I am learning and what I find to be articles of interest on this blog as a means to help others who are jumping head first into this industry as I am or provide some info for the seasoned pros to brush up on. Feedback is welcomed – learning goes faster when there is two-way communication! So thanks in advance.

-LReg