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SEO or PPC? Which is right for you?

ThMission Web Marketing can help with PPC or SEO web marketing initiatives. e ongoing debate between search engine optimization and pay per click advertising has our clients asking which web marketing strategy is the right investment for them.

SEO and PPC both have the same desired outcome, they both drive traffic and increase leads or sales for a company or individual’s website.  It’s just the money, time and return of investment that clients worry about.

Search engine optimization takes time and skill from experts to get top search engine rankings for related keywords. The results of SEO can lead to greater authority, long-term, top rankings on search engines, with steady traffic. However, SEO is an art with no guarantee, and a return of investment that happens organically, over time.

With pay per click, clients can buy their way to top search engines through advertisements like Google Adwords.  It is quick to setup, guarantees top search engine rankings and fast results. However, staying at the top can cost a lot of money by paying for every click.

In “SEO vs. PPC: When Should You Invest In Each?” published in Business to Community by Jayson DeMers, he said, “It’s natural for us to seek and adapt a system that offers greater returns for lesser inputs (money spent, time invested, resources employed, etc.). If your goal is simply ‘get listed on Google for specific keywords in order to generate traffic,’ PPC wins as the most optimal solution, at least in the short term. People who run websites that aren’t intended to sell directly (or where revenue isn’t directly related to quantity of traffic) are much less likely to find PPC to be a viable option for their search marketing. In this case, only SEO can do the trick.”

PPC campaigns can work wonders for ecommerce websites that are looking to sell products directly and quickly, while SEO can give websites great authority and lead to a much higher return of investment than PPC over time.

“If you’re not running an ecommerce website (or if your intention is not just selling something but building authority over the long haul), don’t waste your time debating SEO and PPC. Your strategy has to be SEO, hands down,” Meyers said.

And we agree with Meyers. Overall, return of investment will go far with search engine optimization and give your website the authority it needs to succeed online. Back up your search engine optimization efforts with pay per click campaigns to sell more products if you are an ecommerce website.

Either way, web marketing initiatives should be customized for your company, its website and the type of business you do.  Mission Web Marketing and a team of SEO and PPC experts are here to help customize your marketing initiatives for your online success.

If you have questions or need help with your web marketing initiatives to generate more traffic and sales, contact Mission Web Marketing today and schedule your 100% free consultation at 800.260.6406.

SEM Can Boost Your Online Presence

Mission Web Marketing, a Santa Barbara marketing company, has used search engine marketing to generate millions of dollars for clients. It will increase traffic to your website almost immediately and it can be one of the most lucrative forms of Internet advertising.

Our Santa Barbara marketing team will help harness search engine marketing or SEM by combining different elements of web marketing to increase your brand’s online presence. There are three components of search engine marketing that can create a flow of traffic to your website and generate sales. These are search engine optimization, paid advertising and social media.

SEO

Search engine optimization is a free, organic form of bringing your brand to the top of search engine results. When it comes to SEO one of the most important things you can do is make sure all of your pages have unique, keyword-rich page titles and meta descriptions. Page titles and meta descriptions have a HUGE impact on your search engine ranking by helping Google and other search engines understand your website. For example, if you were doing Santa Barbara marketing for a clothing store you would want your page titles and meta descriptions to reflect that. For more information on SEO read our Santa Barbara marketing team’s “Six SEO Tips To Improve Search Results” blog post.

PPC

The second component of SEM is paid advertising. Mission Web Marketing, a Santa Barbara marketing company, can help get your brand to the top of Google almost immediately. We do this by running pay-per-click (PPC) advertising campaigns, which that allow you to buy your way to the top of Google.

However, according to our Santa Barbara marketing team, search engine marketing can cost from a few hundred to several thousands of dollars per month. It is also not for everyone– especially those with limited budgets, low conversion rates, and a low average order value.

Paid search engine marketing tactics consist of running small text ads, typically called Sponsored Links, which appear at the top or to the right of the search engine results pages on Google, Yahoo, Bing and various partner sites. PPC advertisements typically look just like regular search engine results and people don’t always recognize them as advertisements.

If done right, search engine marketing can generate a tremendous amount of business for your brand. If done wrong, search engine marketing campaigns can cost you thousands of dollars and result in zero sales. Again, we can help. Our Santa Barbara marketing team will make sure your pay-per-click programs are done right with relentless attention paid to details and profitability. We measure several variables and make campaign adjustments as needed to make sure your web marketing campaigns are as profitable as possible.

SM

The last element of SEM is harnessing your social media outlets to create buzz around your brand. Creating a unified presence on social media sites like Facebook, Twitter and LinkedIn can help increase brand awareness. In addition, creating social media buttons on your main website, which our Santa Barbara marketing team can help you do, will allow visitors to share your information easily and can create traffic to and from your website. “For example, brands with a Facebook page generally see a 300 percent increase in referral traffic through that social media site. Social media presence also positively effects e-commerce behaviour; for example: Giantnerd.com saw a 100 percent increase in revenue from Facebook within a month of adding a “like” button to their site,” according to an article published in Website Magazine on July 27, 2012.

These components of search engine marketing can help create buzz around your brand and drive traffic to your website. Santa Barbara marketing company, Mission Web Marketing, can help your brand harness these elements and convert your search engine marketing efforts into sales.

For more information contact us for a FREE consultation and web marketing advice at 800.260.6406.

 

Optimize Then Advertise

Not So Fast…Conversion Optimization - Optimize Then Advertise
Before you spend any money on advertising to drive all that traffic to your website, it’s extremely important to understand how your website is performing, because if it’s performing poorly, you can waste thousands of dollars on unproductive advertising.

Optimize then Advertise!
This allows you to convert more of your website visitors into customers. Once your website has been optimized and you feel good about its performance, then you can test various ad campaigns. As campaigns demonstrate profitability, you can open the flood gates to drive more traffic and sales.

Web Metrics:
In order to determine how your website is performing, you’ll need an analytical tool such as Google Analytics. Most of you are likely familiar with Google Analytics and are already using it on a regular basis. For those of you not familiar with Google Analytics, it’s a free tool that allows you to track how many visitors your website is receiving, where these visitors are coming from, and how many of them convert into leads or customers. To learn more or sign-up, visit http://www.google.com/analytics/

Conversion Rates:
There are many important web metrics to monitor within Google Analytics but for the purposes of this conversation, we’re going to focus on conversion rates. The conversion rate is the percentage of site visitors who become leads or customers of yours.

Conversion rates vary widely depending upon the industry or product, but generally speaking, we’re looking for a conversion rate of 1% or better. For a typical retailer, if a conversion rate is a fraction of a percent, something is usually broken on the website and needs to be fixed before moving forward with paid advertising.

A Few Causes of Poor Conversion Rates:

  1. A Poorly-Designed Website – An unprofessional website looks cheap and does not inspire confidence in your customers. As tempting as it is to have your 16 year-old nephew build you a website, spend extra to have it designed and built by professionals.
  2. A Slow Website – If a website takes more than a couple of seconds to load, most people will bail out. It is essential that your website load quickly. Heavy use of graphics, poor programming and a cheap hosting package can all contribute to slow load times.
  3. Get to the Point – You must clearly state the benefit of your product or service in five seconds or less. People these days are inundated with information and are time-starved. Don’t make them weed through extraneous information. State your Feature/Function/Benefit as quickly as possible.
  4. Too Much Information – Many people present way too much information on the homepage. This is overwhelming and confusing to the customer. When in doubt, throw it out.
  5. Lack of Calls to Action – Use large clear buttons and text links to guide your visitor down the conversion funnel. In your text links, use text such as “Click Here”, “Buy Now” or “Read More.”

Well, my five minutes are up. If you have any questions or comments, feel free to Email me at eric@missionwebmarketing.com. I look forward to hearing from you.

Eric

Designing PPC Campaigns – Steve Jobs Style

I have been reading Steve Jobs Biography by Walter Isaacson, in which Isaacson describes some of Steve Jobs philosophies for designing Apple products.  Here are five of these design principles, which can be applied to pay per click (PPC) marketing campaigns.

1. Marriage of art and science.

According to Steve Jobs a good product is a marriage of art and science. He designed Apple products with this philosophy in mind.  PPC campaigns are best examples of this marriage.  You need eye catching creatives and visually appealing banner ads to attract the searchers attention.  You also need analytical skills to analyze large amounts of data, understand statistical significance when testing ads and work on automating ppc management tasks using excel or other software. You need to effectively manage the art and the science of these campaigns to make them profitable.

2. Trust your Intuition

Steve Jobs trusted his instincts and went beyond the usual focus groups and known knowledge to create breakthrough products like the Ipad and the Iphone.  In PPC as well, sometimes we have to trust our instincts and go against the best practices while creating ads and choosing keywords. Here is a fun example I found on the web which illustrates this point http://blog.ads.pof.com/2012/04/03/throw-everything-you-know-about-ads-out-the-window-pics-inside/ . As it so happens, we are fortunate that in PPC we can test these intuitions at a minimal cost since we can set our own budgets and time durations for campaign experiments.

3. Simplicity of Design

Focus on creating simple campaigns and web pages. Keep your PPC campaign simple so that it can be manageable.  Follow logical campaign creation process such as brand/nonbrand campaigns,  geographically targeted campaigns etc. Don’t create too many campaigns or adgroups to begin with but test the waters and expand as needed. Only use advanced features like keyword level urls or dynamic ads when needed since it is very easy to forget these settings and make mistakes such as taking people to wrong landing pages and displaying ads with misspellings.

4. Focus on Usability

Don’t sacrifice usability for beautiful design when creating ads and home pages. Create uncluttered web pages with readable fonts.  Landing pages should be user friendly and easy to navigate.  Have clear call to actions on landing pages and ad copy so the user knows what to do.  Keep forms simple and to the point.  Focusing on usability helps with conversions and creates profitable PPC campaigns.

5. Design under the Hood should be perfect.

According to Steve Jobs even the parts of the product which are not visible to the outside world should be perfect. Just because the PPC campaign is not visible to the world it does not have to be of lower quality than your creatives and websites.  Create logical campaign structure.  Save time by creating modular campaigns and adgroups so they can be easily duplicated if you need to add another product or geographical area. Create good documentation for best practices and change management, so your team has a standardized way for managing campaigns.  Make sure that the websites are coded properly so they load faster and create a better user experience.

We know that properly designed PPC campaigns and web pages have lower cost per clicks and higher conversions.  By applying these five design principles to PPC campaigns we can create campaigns which are more profitable than ever and are easier to maintain and expand!

Do You Know the Personality of Your PPC Account?

What do babies and pay per click accounts have in common? Read our guest post on ppchero.com to find out!

http://www.ppchero.com/do-you-know-the-personality-of-your-ppc-account/