Growth of Search Engine Marketing
Search Engine Marketing
Organic Search Engine Marketing
Pay Per Click Search Engine Marketing
Pay Per Click search engine marketing is an online advertising program where an advertiser pays an agreed amount for each click onto a link to their site. The results of a Pay Per Click (PPC) program are immediate, making PPC marketing a solution for a company who wants to receive a short-term increase in traffic from a search engine's websites.
How does Pay Per Click Search Engine Marketing
PPC marketing limits an online advertising campaign's keywords to a
few very specific terms relevant to your company's website. Unlike Organic
SEO, companies then bid on these keywords within an auction mechanism
to purchase the keyword or keyword phrases most relevant to your website.
The aim of Pay Per Click services is not to drive as much relevant traffic
to your website as possible like an organic site listing created by
a professional custom website design company such as Dynamic Digital
Advertising, but rather to drive a limited amount of very specific traffic
that will produce your desired result.
How much does Pay Per Click Marketing Cost?
Of $5.75 billion spent on search engine marketing in 2005, $4.70 billion
or 81% of the total cost, was spent on Pay Per Click marketing programs1.
Cost of Pay Per Click programs varies greatly. The
market controls the cost per click and it changes frequently due to
keyword popularity. The initial cost of a Pay Per Click program can
be less expensive than that of an organic search engine optimization
program but its cost in the long run can be considerably higher. Because
of the increasing popularity of Pay Per Click advertising programs,
cost for keyword bids and competition are rising. One study found that
57% of companies surveyed felt that their keywords were "too expensive"
and 51% revealed that they are concerned they are paying too much for
their keywords2.Pay Per Click campaigns rarely require contracts
so your company is free to pull funds from your PPC budget and apply
them to other online advertising programs if you are not seeing the
Problems with Pay Per Click
Every year the initial cost of paid search marketing rises over 20%.
The advertisers who pay for the top spot often don't make their investment
back but agree to pay because they need to be there so the acquisition
cost for a new customer may exceed any profit realized. Eighty percent
of searchers report that they don't click on sponsored ads that means
that 4 out of every 5 search engine users will pass by your site if
it appears on the paid placement side of a search results page. Lastly,
an estimated 15-30% of all click-throughs are fraudulent.
Pay Per Click Search Engine Marketing Services
Paid search management does not necessarily require a professional website
design company like Dynamic Digital Advertising to maintain their PPC
campaigns because they can be maintained by an in house staff. Professional
Pay Per Click advertising management services will, however help you
develop an expert strategy for bid management and evaluate whether you
are getting the maximum return on investment.
1 SEMPO "The State of Search Engine Marketing
2 JupiterMedia 2003