From Part -2


What are alternatives if they can’t marry each other?


Date Each Other?


Now, if it happens that SEO and PPC can’t marry, then they can go out on dates from time to time to share things together. Even if they are separate, they should share each other’s learning from time to time by synchronizing each other and go toward a mutual understanding.


That way, some cost for advertising and marketing can be reduced by removing ad spending away from PPC, when SEO has organically reached its goal for a specific keyword. However, it can be more time consuming if you are to synchronize learning within these units.


Be Neighbors?


If they don’t synchronize, then the best way to learn from each other is by staying in the same premises and experiencing social and corporate activities together. That also can expand their learning. This can also mean hiring same internet marketing agency with separate units running campaigns with separate PMs.


What happens if SEO and PPC are Single?


SEO and PPC in the isolated island may mean loss in terms of the many benefits I mentioned above. But, not always their marriage is necessary. Their marriage can encourage cost reduction. But sometimes for the sake of online branding and converting visitors into sales takes more than just strict control of organic search marketing and paid search advertisement.


In the sales funnel, from visitors to sales, the communication and information feeding should be made several times before the purchase. So, limiting your doorways for the visitors to your business can harm you, if you are planning to sale big.


In case of online sales funnel, remember that:


Not all search engine visitors are your customers,
All those that find you when searching may not be your customer,
All the people that return to your site, doesn’t mean that they will make an inquiry,
All the people that makes an inquiry about your product or services, doesn’t mean that they will purchase your product.




So, in all stages of the sales funnel, there should be multiple ways for the visitor to get information about your company or product. If you have done SEO and simultaneously running PPC for content network (AdWords for AdSense), the chances are, when the visitor is reading something related, s/he might come back to your site.


Otherwise, after going a long way, the visitor might buy from the last good outlet s/he could remember, even though you were in top of the search (SEO efficient) when s/he found you earlier.


This happens to us always, when we go to a special product mall. Everyone visits the front stalls, but you happen to buy from a stall inside the mall. There is almost no extra competitive advantage for being the front stall (SEO effecient), when you have product that visitors always move around to find a good bargain. Getting these temporarily lost customers back to your site for sale is called retargeting. So, for retargeting, you need to be more liberal on SEO and PPC.


Another fact is, the objectives of SEO and PPC is not same. Most of the time PPC concetrates on Conversion and SEO on Branding & Reputation Building. I said “most of the time”, not “always”. e.g. Most popular keywords may not convert well and will mean unnecessary PPC spending on visitors that are not in action mode to purchase. But, popular keywords are good for Branding and Branding is one of the major targets for SEO. This difference in objectives is a good reason to stay in separate units.


Confused about marriage of SEO & PPC?


Well, if you have a product that visitors doesn’t care much about going for a good burgain (usually for cheaper products), having SEO and minor PPC dating is sufficient. If you are a small company, then having SEO and PPC get married would be a right choice. If you want to sell big, then SEO and PPC should stay single.

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