Many business site owners are satisfied with having Pay-Per-Click (PPC) advertising as their means of promoting their website in the internet.
You can’t blame them because launching PPC campaign provides that calming assurance that visitors would come and browse your site.
Also, they are confident that because they have paid for PPC advertising service, their ads will show up and generate traffic as expected.
Furthermore, seeing their company website appear on the paid search result area, especially appearing at the top of the fold of the page, presents great advantage.
For most of them, PPC is sufficient and spending for search engine optimization is an added expense for internet advertising.
Realities of Pay-Per-Click Advertising
How many of these website owners are aware that PPC advertising is not the same as paying advertisements in newspapers and magazines. It is not at all similar with TV and radio advertising.
A business website owner must realize that PPC advertising is keyword based. He still has to bid for the keywords or key phrases they are using for their website to appear on the paid search list result.
When someone outbid him, his website will be placed lower than the site that won the bid. It follows then that his site will be at the bottom when many key phrase bidders have higher tender than his offer.
One way to recover from bottom position is to offer higher value for the keywords or key phrases he is competing for his website.
Imagine how expensive it could get and eventually it would become heavy burden on the budget to sustain.
After losing in the bidding wars for top position in the paid section of the search page result, you will suffer another blow if your site is not appearing on top list in the main search result listing.
Neglecting SEO in favor of PPC campaign will be a double blow for you because you have missed the competition in the free search listing.
Advantage of doing SEO and PPC
Most internet marketers agree that SEO and PPC should not be pitted against each other. They are two pieces of the same puzzle that comprises the whole internet business field.
Companies that have realized the strong advantage of having both SEO and PPC advertising campaigns gets the benefit of covering two frontiers. And when their sites get to top listing, they have the benefit of both worlds.
According to a study on how the eyes ranges across the internet page, websites that appear on top paid section and organic lists receive more attention and chances of being clicked and visited.
Those sites that end up in the lower and bottom listings, sponsored or organic sections have low probability of being seen and clicked.
This is as far as first page of search result listing is concerned.
It goes without saying that getting traffic juice would be scarce or nil when your site lands on second and further down the pages.