Pay-per-Click Marketing (PPC)
PPC works right away. SEO takes time to get started. You can turn the PPC off or taper it down if your business is seasonal. SEO has to be maintained all year long whether your business is seasonal or not. You have to gain momentum and keep current with the ever-changing Google Algorithm. Pro Football is seasonal. Back in the day, the players took the season off and got back in shape in summer camp or did a little work before. Now, the competition is so fierce that staying in shape and developing skills is a year round job for players and coaches alike. The off-season is less intense but off is no longer an accurate description of the off-season.
Why Us … Results!
We increased paid traffic that was more interested in our client’s products, thus increasing their lead conversions while lowering the cost per lead conversion. These results are for a large Home Improvement client who was previously being managed by another digital marketing company. We consulted on a new responsive web design and took over the management of the PPC campaign.
Year-to-year Case Study for Home Contractor
+17% More Traffic
+23% More Conversions
-28% Lower Cost per Conversion
Words Matter : Search Key Words & On Page Content
Google’s Search engine optimization has an algorithm or criteria. So does their AdWords pay-per-click (PPC). The better you manage the Google PPC algorithm the LESS YOU SPEND for MORE RESULTS! That is why we can achieve the results that you see above.
Google has two goals. They want your money and they need to keep getting your money.
They can only keep getting you to spend in Google AdWords if you get results. You only get results if you advertise to the right audience. That audience is determined by choosing the right adwords that produce clicks and sales. After you have chosen the right search words, Google wants to make sure they are sending their audience to the right page. They evaluate your page by the words and title tags on it among other things.
For this client, we changed the words to focus on the ones that work for more clicks. With “Call Tracking” we differentiated between the ones that resulted in clicks and sales from the ones that produced clicks but no sales. We also consulted in the creation of the website to be more navigable and for better landing pages. We dropped the unproductive terms and widened the geography of amount of money spent (Spend) on the words that worked. We focused more on the services that were more likely to convert a prospect into a customer and also focused more on keywords with the services that produced higher margins.
Close collaboration and consultation with the client helps us target better sooner for a better return. Ironically, this may often mean we have fewer impressions because we cut out the keyword searches that produce no clicks or clicks that don't produce sales. This is a classic case of less is more. A lot of impressions for keywords that don’t produce anything waste time and resources.
So what works better, PPC or SEO? The answer is both. They both work and both work better in concert with each other. When you use PPC we get more information to do better SEO. SEO is more productive if you do PPC.
We will give you better results because our first mission is SEO and we use PPC as support instead of just focusing on PPC with SEO as support. The reason is a PPC oriented company just wants you to throw more money at the problem and we want to focus more work for a better return.