5 Reasons Pay-Per-Click is a Better Option Than SEO

Ideally, every Web site should be supported with a good search engine optimization program. But once you’ve gone through the “best practices,” good SEO is very expensive. It certainly can be worth the cost, especially when compared to the damage bad SEO can do, but, especially for smaller organizations, pay-per-click often is a better option. Here are five reasons why:

1. You see immediate results.

It can take weeks, if not months, to see results from SEO. When you start a PPC program, you see results immediately. You know how often your ad is appearing, what keywords are triggering the impressions, how many clicks and conversions each ad and/or keyword is getting and what the program is costing. If you’re a retailer, you also can track costs to revenue for real-time ROI.

2. It’s easier on your budget.

The good SEO firms charge $3,000 or so per month for their low-end programs, and typically require a three- or six-month commitment. Even half of that can buy an effective PPC program for a small company.

3. You program based on results, not hope.

There are no guarantees in SEO. You may never see your links on the first page of Google, no matter how good the SEO firm is. Even if the SEO works, you never know for how long it will. With PPC, you quickly learn what’s working and what isn’t, so you can dump the losers and build on the winners. And, unlike SEO, when you find something that does work, it generally continues to perform well.

 4. You control the landing page and the message.

With organic SEO, you’re never sure which page will pop up for a keyword. With PPC, you’re always sure because you decide. And you can change that page at any time without worrying about “hurting SEO” or “losing position.”

5. PPC is easier to master.

I’m not saying that PPC is easy to master. It takes time and effort. But where SEO often seems to be some mystical art, PPC is a straightforward craft. True, Google and others don’t tell you about all the factors other than bid price that determine when and where an ad is placed, but the systems are pretty much what you see is what you get.

About Lee Stral

Lee is a marketing consultant who has specialized in Internet marketing and Web site development since the Internet first showed promise as a marketing channel. Prior to founding Essential Presence, he was partner in an integrated marketing communications agency working with technology, professional service and non-profit organizations.