PPC Advertising - The First Step In A SEO Marketing Campaign

Often, sites view seo and PPC marketing as exclusive marketing techniques. Each marketing method has its advocates. In reality, both have a place in the Internet marketing process. If you intend to pursue a major seo effort, a PPC campaign is a critical early step. PPC For Testing Let"s speak you have a site offering a function or product in the travel market. You"ve place together a healthy budget and decided to go for broke. Yep, you"re optimizing and trading links in an effort to go after keyword phrases with major traffic and competition. For instance, you"ve decided to have a go at "Europe travel", which has roughly 400, 000 searches each month and major competition for high rankings. You spend two years trading links, adding content and so on. Miracle of miracles, you pop on to the first stage of search results. You commence shopping for your private jet only to realize a very disturbing thing. You are getting thousands of visits, on the contrary meagre sales.
After running calculations, you find the site is converting at 1 in 10, 000. Houston, we have a problem. A PPC campaign should be used to proof your site against keyword phrases before you spend the interval and money on a seo campaign. The best platforms to exercise for your campaign are Google Ad words and Overture. Yes, click fraud is a problem, however less so on these platforms. After opening accounts and laying a credit card down at the PPC alter, you necessitate to give some thought at to how you will check your keywords. Here"s a hint. The campaign should be designed to evaluation the keyword phrases, not maximize sales. This may sound like a strange statement, nevertheless keep in purpose the purpose of the campaign. You are determining whether you have picked appropriate keyword phrases for the seo campaign. So, how does it all go wrong? With both Overture and Ad words, you have the ability to designate the reach of your keyword phrases. Most pick the "br
oad match" option, which is terrible for testing. With broad match, your advertisements are going to appear for your keyword phrase AND variations of the phrase. Since the ad is appearing on a variety of keyword phrases, the results can give you a false impression of the value of the primary keyword phrase. Going back to our example, we set off a Google Ad words campaign for "Europe travel" and employ the default broad match option. After a month, we are happy to find the ads converting at 1 in 70. Having validated the keyword phrase, we establish off on the extensive seo campaign. On the other hand are we really confident about the validity of the keyword phrase. Since Google has been known to seriously expand keyword phrases under the broad match option, how do we know that the true keyword phrase isn"t "European travel"? We don"t unless we accept a unusual additional steps. The first step is to limit the PPC advertisements by bypassing the broad match option. Inst
ead, you thirst for to limit the appearance of the ad only to searches for the exact keyword phrase. In Ad words, this is known as the "exact phrase" match. To designate it, you simply place brackets "[]" environing the keyword phrase. Second, you entail to track traffic originating from the ads. This can be done using tracking tools on your server or through the tracking options offered by each PPC platform. Regardless of your choice, the resulting data will give a much truer picture of the value of the particular keyword phrases. Nothing is more aggravating then getting top rankings, but miserable conversions. The only road to beat this dispute is to test, test, and test. Using PPC campaigns at the outset of an Internet marketing efforts can save you a portion of headaches later on. Full text: http://computerandtechnologies.com/search-engine-optimization/news_2008-03-27-17-00-05-919.html