HOTELMARKETING.COM

PPC vs. SEO: What’s the optimum mix?

March 26, 2008 | Internet Marketing

Running pay-per-click ads on content networks can reach parts of the web that SEO can't. Here are some key factors to consider.

One of the first issues to consider when it comes to planning integrated campaigns is that of timing. The nature of PPC makes it a far more agile tool than SEO, which can be particularly important when it comes to running reactive or tactical campaigns. Getting exposure against new keyword sets will always be quicker via PPC. This degree of immediacy is even starting to get PPC on the radar with PR agencies, which are increasingly adding the channel to their crisis management tool kit.

While PPC may be a quicker route to market, results and insights gleaned from campaigns can and should then be used to underpin longer-term SEO strategies. Analyze the ad copy and specific keywords that delivered results through your PPC and then use those insights to inform your SEO.

On a similar note, you should consider using PPC as a tool for pre-testing keywords, copy and landing pages before you embark on SEO campaigns. Real-time campaign data can provide a far more accurate barometer of what will work for your specific brand than simply relying on keyword tools and gut feel.

Get the full story at iMedia Connection

Visit our sponsors: