|
|
Pay Per Click
Search Engine
Marketing |
vs. |
Organic
Search Engine
Marketing |
|
| In 2005,
81%, or $4.70 billion of the total $5.75 billion spent on search
engine marketing was spent on Pay Per Click Search Engine Marketing.
PPC programs as a whole cost more than Organic Search Engine Optimization
programs because the cost of keyword acquisition and cost per click
climb as competition continues to increase. There are also additional
costs for management services and management software as well as
wastage commonly attributed to rampant click fraud. |
Only
$1.05 billion of the $5.75 billion dollars spent on search engine
marketing last year was spent on organic search engine optimization.
The cost overall of an organic SEO program from Dynamic Digital
Advertising is lesser than PPC programs because there is only an
initial fee and a nominal monthly fee that keeps your website optimized
for the major search engines. There is no continued cost for every
click made onto a link to your website; all advertising achieved
after the initial optimization is free. DDA’s search engine
optimization programs are available for as little as $129 per month. |
| Search
patterns reveal that less search engine users visit pay per click
advertising sites than visit organic sites. In fact 4 out of 5 search
engine users report that they never click on PPC results. |
70% of
search engine users report visiting organic listings daily. Reaching
the top of the search results pages with the expertise of Dynamic
Digital Advertising’s organic search engine optimization plan
is crucial because an eye tracking study showed that 50% of search
engine users choose to visit websites that appear in the top organic
results. |
| Keywords |
Keyword
pricing begins at $.05 but the average cost for a top keyword exceeds
$3.30. Keyword costs increase at least 20% a year. One survey reported
that 57% of respondents felt that they were paying too much for
their chosen keywords and keyword phrases. |
There
is no cost for keywords in organic search engine optimization campaigns.
Dynamic Digital Advertising’s organic SEO plan begins with
extensive keyword research that helps determine what words are most
relevant to the advertiser’s product. Then, keyword-rich content
is developed in order to deliver the traffic they want to make conversions.
This is followed by ongoing optimization of the websites code, structure,
pages, titles, descriptions, links, etc. to perpetually enhance
and focus search engine ranking results. |
| Click-through
rate |
Further
complicating the reduced click through rates of PPC I when compared
to organic search engine optimization, the overall conversion rate
at the website is 3 times less than that of unpaid listings. Also,
with the high cost of top keywords, many advertisers are paying
more than $5 per click through and sometimes as much as $150 per
visitor. |
Because
there is much more potential targeted traffic through organic listings
than through paid ads, there is a greater opportunity for converting
traffic into customers. Additionally, organic click through rates
are 3 times more than paid listings. The conversion rate for organic
listings is also 17% higher than paid listings. |
| ROI |
Only
11% of advertisers report achieving a higher ROI through a Pay Per
Click Advertising Program than an Organic Search Engine Optimization
program. |
Organic
listings generate a higher ROI than PPC programs. Trends show that
more sales result from organic search engine listings than paid
sites, meaning that advertisers get more for their money when working
with a talented organic search engine optimization company like
DDA. |
| Long
term results |
There
is little or no long term results in PPC programs. Pay Per Click
Programs can earn an advertiser an immediate boost in results but
as soon as the budget runs out or the campaign ends the results
stop. |
Advertisers
with organic search engine optimization plans developed by DDA will
reap the rewards of long term results. Through continual optimization
for the search engines, websites designed through organic SEO continue
to climb the search results rankings and generate more traffic long
after their program has begun. |
| Search
Engine Marketing Firms |
Many
marketing firms perform PPC services with management starter programs
initially costing around $300 and then with a minimum of $500-1000
per month. |
Dynamic
Digital Advertising is a website design and development company
that has specialized in organic SEO since 1996. We can help an advertiser
achieve their goal to drive driving significantly more targeted
traffic to their website which will result in more conversions and
a higher ROI. |
| Relevance |
72.3%
of search engine users report feeling that Google’s organic
listings are more relevant than their paid listings. Only 20% of
search engine users will view a paid listing. |
86% of
search engine users report they feel organic listings are more relevant
than paid listings. DDA optimizes a website for maximum relevancy
through extensive keyword research and keyword-rich content development
that drives a website straight to the top of search engine results
pages. |
| Fraud |
3 out
of 4 advertisers are victims of click fraud, where clicks onto links
are perpetrated by an advertiser’s competitor to deplete the
advertiser’s marketing budget. Estimates are that click fraud
accounts for 15-30% of all click throughs. |
SEO companies
employ “black hat” techniques like link farms, shadow
domains, hidden text or doorway pages to drive traffic to websites.
These questionable techniques can get a website delisted by the
major search engines. At Dynamic Digital Advertising, there is no
risk of being penalized by a search engine. DDA never has used and
will never use “black hat” techniques.
|
| Management |
Management
services are absolutely crucial in handling a PPC campaign. PPC
Management includes keyword research, bid management and tracking.
After the implementation of a PPC program, management only continues
until the budget is exhausted. |
Management
by Dynamic Digital Advertising starts with extensive keyword research
and then continues indefinitely to keep your website optimized for
the search engines. We recognize that search engine. Logic is constantly
changing and we move with the tides to keep your website in the
top search results positions. DDA also provides at least 3 robust
reporting systems to continually provide clients with information
about our efforts, your search engine ranking and your websites
results. |
| Trust |
66% of
customers report that they distrust paid advertisements. An additional
29% of search engine users report being annoyed by PPC ads. |
86% of
search engine users report that they trust organic search results
over paid results. At DDA we respect search engine users and want
to keep their trust, so we optimize an advertiser’s site to
maximum relevancy so that search engine users find the product or
information they want and become a customer. |
