For most companies trying to make their mark on their chosen industry, there are a few ways to help lay the foundation for marketing success. The first and most popular route is to use search engine optimization (SEO) as the primary marketing strategy. The reason why there’s always a demand for SEO specialists is that they work to get the attention of the world’s most powerful search engine while at the same time being reasonably priced. Another popular route is to make use of the pay-per-click (PPC) method by hiring a PPC agency to help with marketing.
The use of PPC involves paying a small fee each time an advert is clicked, though there is much more to the PPC strategy than meets the eye. Whereas the SEO strategy might be slow and steady, the PPC strategy is a way to fast-track a company’s popularity and ensure that the business gets the brand exposure it needs as soon as possible.
It can feel like the use of PPC services is far superior to the use of an SEO agency, though the truth is they are two sides of the same coin. Both options have their pros and cons, and they have to be approached differently, especially for new companies where the use of PPC and SEO are most recommended. Here are some things to consider when teaming up with a PPC service.
Matters of price
The first thing to consider would be the overall price of the PPC advertising campaign. Whereas SEO might have very flexible packages for companies to pace themselves, the same cannot be said for the PPC method. Keep in mind that the PPC method involves placing the company at the top of the paid rankings, which means people are going to start seeing more of the company online instantly. It isn’t like the SEO method where the growth is focused on organic search rather than paid search.
While not everyone takes paid search into account, there are more than enough people that trust the paid rankings for the PPC advertising method to be quite a bit more expensive than usual. While different PPC agencies have different prices, there is no denying that it is going to be more expensive, which means companies have to be ready to set aside a sizable budget for PPC.
There is such a thing as too much popularity
Aside from the budget, another thing to consider would be the fact that PPC can be extremely effective, even for newer companies that are yet to be tried and tested. The use of PPC offers a spot in the paid rankings and enough analytics to potentially start a new marketing strategy in the future, though there is such a thing as too much popularity for startups. The company might not be able to handle the influx of traffic and demand for products and services.
The company will also have to consider the state of the primary website when using the PPC method. While PPC might get quite a few more people to click on the company’s links, it will send them to the landing page. If the primary website is not up to the task by being as optimized as possible, most people will leave before getting the chance to be converted to paying customers. It would be a good idea to get the help of professional web design services when using the PPC method to ensure that people are impressed enough by the optimized website to keep scrolling.
An understanding of the metrics with the PPC agency
A company will have to work closely with its chosen PPC service to help make the most out of the marketing strategy. As mentioned above, going for the PPC method means getting plenty of relevant analytics regarding not only the website’s performance, but the performance of competitors compared to the company. It shows a roadmap for success and one that the company can use to tweak its future marketing campaigns. With the help of the PPC service, even inexperienced business owners can make the most out of their opportunities with the help of qualified professionals.
Is the PPC strategy worth it?
Considering the different advantages and disadvantages between PPC and SEO, it can be somewhat confusing to figure out which one might be the best for the company. While SEO is great for those looking for a slow yet steady start, company owners with the necessary capital to use a PPC agency can put themselves in a much more advantageous position at the beginning. It’s a fantastic way to gain popularity at the start, and it’s well worth the effort.
The use of the PPC advertising method is undoubtedly one of the best ways to move forward as a business, though preparation is necessary. With the help of talented professionals, even newer companies have the capacity to experience breakout success.