There are times and situations when SEO is just not going to get your website into the top ten of search engines. There are times when you need people to be aware "right now". There are times when advertising on other websites can be a far more effective in bringing in the right traffic.
These are the times when paying to get visitors needs to be considered.
When it comes to paying to advertise your website online - either beside the organic search results or on other people's websites - there are two ways to do it:
For most small and medium business PPC is the popular choice because the main aim is to bring in traffic that will then carry out a desired action, such as buy a product or fill out a lead form.
But for general brand awareness PPI is a better option as your advertisement will generally be shown more times per $1 than PPC. Companies like, for example, Coca Cola would not expect an internet user to see their ad and then purchase a coke online! These are PPI users.
In deciding which advertisement to show services such as Google Adsense would consider the following factors:
* note there is not universal agreement that this is a factor in where and when advertisements are shown but its a moot point as users are more likely to click adverts with 5 star reviews this affects the 'how likely users are to click an advert' measurement which is a defining factor.
Based on the above it is easy to see that the amount you offer to pay for each click or impression is actually a very small part of the equation. Even if you are to offer $100 for each click or impression this is pointless if no one ever clicks your ad as no one is going to make any money.
And even if people click your advert but then don't engage with your landing page and hit the back button this is also bad news for advertising services (such as Google Adwords) because it undermines the users confidence in other adverts and hence undermines the advertising service providers overall long term revenue and profit.
This is why you can actually pay less than your competitors and get your advert to show higher/more often if you ensure the following:
Remarketing has probably been one of the biggest game changers in PPC/PPI advertising since the start of the internet.
Remarketing adds one more factor as to whose advert should show:
This factor is given a very high weighting as research has shown internet users are more likely to click on an advertisement relevant to their recent activity than on an advertisement from a brand they do not recognise which is based on what they are looking at now.
For more information visit the Remarketing in PPC page.
I'm Tim Hill, a Search Engine Optimization and Online Marketing specialist. I created this site to help others understand that SEO is not a mysterious black art!.
If your a newbie try the Getting Started in SEO page, otherwise feel free to dig around and learn more.