As a business owner, deciding how to manage your next marketing campaign can be a tricky proposition. There are so many ways to drive traffic to your website or shop, that you have to narrow it down to the best option for your needs. Two of the most popular methods are pay-per-click and organic SEO. If you aren’t family with these concepts, this article explains the difference:
SEO vs Adwords: Which Works Better for Your Business? | Huffington Post
The Difference Between SEO and Adwords SEO makes use of certain techniques that is meant to tweak the Google algorithm so that a person’s website will have a good ranking on the search engine. These techniques include using relevant keywords, linking content to authority websites or other related websites and using meta descriptions.
Adwords makes use of paid advertising wherein website owners will pay a search engine like Google to place their website at the top of the search results. Adwords makes use of a pay-per-click type of system wherein you will have to pay every time a person clicks on your ad.
Comparison By Characteristics
First of all, let’s talk about price. SEO may be initially free (apart from the time spent when you’re personally working on it) because you don’t have to pay for any program to help you with SEO techniques. You must just simply know the best SEO techniques for your website and apply them. However, as soon as your business grows, the competition along with many challenges may prove to take more time than it initially required you. You may have to opt for professional SEO services to further boost your page so you can stay relevant. Companies such LYFE Marketing, leading Atlanta SEO company, that specializes in the area and have insights from having been working in the same industry for many years can provide your business the attention and efforts it actually needs.
As for Google Adwords, I’ve mentioned above that it has a pay-per-click type of scheme. With this scheme, you will have a certain budget wherein you will pay every time someone clicks on your ad. With this payment scheme, the more people you can get, the more you will have to pay. Although it may seem a bit costly to some at first, it actually isn’t if you compare it to print ads and magazine ads.
Read the original article here: SEO vs Adwords: Which Works Better for Your Business? | Huffington Post
In this short video, an explanation of SEO vs Adwords is given. In the video’s description, there is a more clarification as far as how the two work for creating more exposure for your website:
If you do choose a pay-per-click campaign, the next determination is how much to budget for this aspect of lead generation. Google Adwords is fairly complicated and there are a lot of factors to consider such as keyword considerations, what geographic location and Search vs the Display Network. In this article from SearchEngineLand.com, the author, Brett Middleton, goes over his formula for setting your ad budget:
How should your ad budget impact campaign building?
If you take away one point from this, it’s that search impression share may be the most ignored primary metric for most PPC managers who are up against a budget. Search impression share is the number of impressions your ads actually received, compared to the potential number they could have received. For example, if there were 100 searches for keyword X, and you received 75 impressions, that would mean you have 75 percent search impression share.
This is important to think about because you may be leaving valuable conversions on the table. In this article, I’ll show you a way to look at impression share and do your own calculation for how many potential conversions you are missing out on with your current campaign structure and budget. Those of you who don’t trust Keyword Planner, this is for you.
Deep PPC campaign building: Identifying your best performing campaigns and funneling the majority (or entirety) of your ad spend through them. This often requires not advertising for other products or services your company/client may offer that have lower ROAS (return on ad spend).
Wide PPC campaign building: After creating your initial campaigns, optimize in an attempt to elevate your underperforming campaigns to the level of your top-performing campaigns. Advertise for all of your products or services, even if they are slightly lower on ROAS.
If you have a budget that is smaller than the max ad spend possible for your keywords, you have decisions to make regarding budget allocation. This is a common problem for advertisers with many different products and services, especially when they don’t have much keyword overlap.
Read the original post here: How should your ad budget impact campaign building?
There are many components to managing a solid SEO or Paid Advertising campaign. As a business, unless you have the capacity to hire someone in-house, you need to find an online marketing agency to administer the ongoing project. Because it is their main focus, they will be studying all of the updates and researching what works best for your particular niche.