AJ Kumar talks about 3 main points:
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.
- SEO VS PPC Pros And Cons (part 1) (ppc.org)
- SEO vs. PPC: What will you choose? (hudsonhorizons.com)
- Enterprise SEO: The Yin and Yang of Optimizing Big Websites | Conductor Blog (conductor.com)
- SEO vs. PPC – Google Trends Style | Conductor Blog (conductor.com)
- SEO Consultants vs. PPC Consultants (ppc.org)
- The Hammer And The Scalpel (epiphanysolutions.co.uk)