Pay per click, or SEO?
Doing one without the other is dumb.
PPC is fast and snappy – but can be expensive and worse, unprofitable.
SEO is ‘free’ but slow.
And when Google decides to tweak its algorithm, anything can happen to your listings.
PPC is a great way to find out what ‘converts’ for you (when I say convert, I mean gets an enquiry or a sale).
Then, you’ll know what to concentrate on when it comes to SEO.
This is really important because SEO results move at the same speed as icebergs. Fortunately, your PPC campaign will put you on the right track before you squander months down a blind alley.
Here’s a short video on PPC I did with Drayton.
Here’s the example we’re talking about.
The screen shot above shows a completely flat graph except for a small spike. That spike shows where a client decided to have a go on the content network.They soon pulled out, and you can see why on the bottom line below.
Ouch! They got 618 clicks for £900.66 – and got just four conversions (enquiries, not sales) from it.
That’s £225.16 per enquiry – not good when you consider the software they sell costs £40 to £200.
Anyhow, we could see diamonds in their adwords dungheap, so we cajoled them into testing the content network again but with three simple tweaks – and I mean really simple.
Here’s what happened.
They spent £234.57 to get 86 conversions. That’s £2.73 per enquiry.
A great result! At that cost all they need is a strong auto responder series to make a comfortable profit. (If you’re not using one yet, check out aweber now).
By the way, these people are still smarter than most. They use their conversions to good effect on the search network – and they were savvy enough to create two campaigns: one for the search network, one for the content network. Remember, it’s a different ball game on the content network so your ads need to reflect this – that’s why you need separate campaigns.
Still with me? Then grab the ’51 ways to shaft your competition’ now.
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