Category

Pay-Per-Click

What Are The Differences Between SEO (Organic Search) and Pay Per Click?

By | Pay-Per-Click, SEO | One Comment

What is SEO?

SEO basically refers to a set of rules or methods that should be followed by website and blog owners to ensure that their website becomes visible to search engines like Google, Bing, and Yahoo. These approaches can differ depending on the industry and content of the website. One of the most essential parts of SEO is the fact that it helps websites get higher ranking on search engines. It helps to increase the visibility and also improves the user-friendliness of a website.

 

 

What Is Pay Per Click (PPC)?

PPC is simply a way of using search engine advertising to create clicks on your website. Instead of having to get clicks organically, website owners make use of search engine advertising. An example of PPC’s are those adverts that are placed at the top of Google’s SERP’s (Search Engine Result Page) that are marked in yellow labels. Website owners do not get clicks organically, they have to pay a small fee to the search engine each time any user clicks on their web page. It is another effective marketing too.

 

 

Differences Between SEO And Pay Per Click

Some of the differences between these two tested and proven marketing strategies include;

  1. Search result position; PPC ads are placed either at the top or bottom of a search engine result. Although certain factors like; keywords would determine if you get the top or bottom of a search result. For SEO, they appear normally in the middle of the search results. For PPC, you have to pay a higher fee for your website to be placed at the top while for SEO, your website would have to be optimized to get the top spot.
  2. The cost; while SEO’s are free, you have to put in enough work to ensure that your page gets a higher ranking. Also for SEO, the competition is high meaning that website owners would have to devise a plan that would make their sites rank higher ahead of their competitors in the same niche. For PPC, the cost would depend on certain factors like; the popularity level of the keyword, the number of people making use of that website, and the number of websites that have had advert positions for that particular keyword. In simpler terms, you may not pay the search engine for SEO, you may pay for certain optimization services. For PPC, you get to pay only when a user clicks on your website.
  3. The effectiveness; SEO could generate more traffic as it is consistent but it depends on your ability to optimize your website to ensure that it is ranked among the top 5. While most studies have shown that PPC gets more traffic, the cost should be taken into consideration. As long as you are able to optimize your website, SEO generates more traffic than PPC.
  4. Click conversion; although SEO traffic is better than PPC when it comes to the conversion of clicks into sales, PPC stays ahead.

 

 

Author Bio: Jose Cruz is the founder of Pro Chrome Media, LLC.  He helps small businesses generate more traffic through Search Engine Optimization and Facebook Advertising.

 

Pay-Per-Click for Franchises: 4 Quick Tips for a Better ROI

By | Pay-Per-Click | One Comment

Running a franchise business is still a business even though its supported by a brand or trademark. That means you’re responsible for its success. In most cases, franchisors support their franchises with already developed marketing campaigns and strategies. However, sometimes, they allow franchise owners to develop their own strategies. In that case, it’s up to you to drive more customers to your business and improve sales. Still, that’s easier said than done because you have an audience that’s already familiar with your franchisor’s brand and their offers.

The key, however, is to encourage customers to buy. One of the best ways to accomplish this is through a PPC (Pay-Per-Click) campaign. Displaying ads in the right places with the right offers will certainly capture your customer’s attention. But, getting the ads in the right places is a difficult task, which requires good planning and a solid strategy. That being said, here are a few quick tips for franchise PPC campaigns that will improve ROI.

Conduct thorough keyword research

Keywords are the core of PPC campaigns the same way they’re the core of SEO (Search Engine Optimization). The way PPC ads work is that you bid on keywords related to your business so that your ads are displayed on popular websites such as Google or Facebook. In other words, you pay a fee to sites like these for each time someone clicks on your ad.

The more you’re willing to pay for these clicks, the greater the likelihood of your ads being found in the right places, i.e. where your customers are most likely to hang around. That’s why keyword research is of the utmost importance. If you find suitable long-tail keywords to bid on, your clicks will cost less and your return on investment will improve tenfold. For example, if it costs $3 per click, but you gain $300 in sales from that click, then you’ve made a significant profit, as well as a return on investment.

Create top-quality ads

There are thousands of advertisers and advertisements out there. Businesses oftentimes leverage PPC to cut through the noise and effectively reach customers with well-placed messages. However, how do you get your ads to display where you want them to with so many competitors out there? The key is to create top-quality ads. For example, the number one factor your ads are judged upon is your bid, of course. But, search engines, such as Google also look into your ad’s quality. Every advertiser gets their quality score assigned to them, which is determined on how consumers react to your ads.

For instance, if you’re using Google AdWords, your score can be anywhere between 1 and 10. What’s more, understanding the AdWords quality score is equally important as knowing what is franchising, i.e. you must know your business in order to run it, the same way you must know how to improve your campaign in order for it to succeed. Basically, your AdWords quality score is measured by the click-through-rate, past campaign’s performance, quality and relevance of your content and so on.

Properly optimize landing pages

The success of your PPC campaign pretty much depends on where your ads lead to. Ads are compelling messages that encourage customers to click but what happens afterwards determines whether your efforts pay off or not. That’s why it’s very important to optimize your landing pages properly and ensure customers won’t simply bounce off once they land. In essence, the first order of business would be to ensure your landing page provides detailed information that was promised in your ad.

If you fail to do so, your customer will simply leave and your quality score will go down. In addition, make sure your landing pages are visually pleasing and that they aren’t overcrowded with information or visual elements. What’s more, ensure your landing pages load fast and that there is a well-designed and well-placed call-to-action button (CTA) that will encourage customers to click through.

Monitor your PPC campaigns

Ensuring good ROI on your PPC campaigns oftentimes comes down to measuring results. Online trends change very often and with them changes the consumer behavior as well. That means you simply cannot create a PPC camping and leave it at that. Instead, you must monitor it constantly and make improvements when needed. Moreover, you must adapt your campaign to current trends as fast as possible, in order to avoid it losing relevance or falling behind.

That’s why you must always track important metrics regarding your PPC campaign. If the success of your campaign is starting to decrease, then it’s time to consider opting for additional keywords or improving the content related to your ads. In any event, maximizing ROI for PPC includes constant monitoring and improvement of your efforts. That way, you’ll ensure that your campaign is driving your franchise business goals effectively.

Implementing a PPC for a franchise business can be difficult. Franchising businesses have different locations, work hours and oftentimes different pricing as well. It’s important to develop ads that will provide customers with detailed information about your franchising business, as well as provide them with detailed descriptions of your offers.