Search Engine Journal

Even the most seasoned optimization experts hit roadblocks when it comes to marketing their web sites. When these issues arise, the most common way to deal with them is through the use of pay per click advertising.

It is important to understand that search engine optimization has its limitations. With the introduction of Google’s Universal Search for example, more emphasis is placed on localized results as well as non-traditional web media. As a result of these new results pages, more opportunities arise for sponsored listings to perform.

Perhaps more importantly though, it provides paying advertisers using systems like Yahoo Search Marketing and Google AdWords to run very specific campaigns.

Using SEO Knowledge for PPC Gains

Using your web analytics, you can easily refer back to organic search traffic and find opportunities for PPC success. Let’s say for example that MSN is providing you with top quality visitors for a specific keyword through natural search results.

Well, you can bet that using that same keyword phrase on Google AdWords and Yahoo’s Search Marketing will yield similar results. The only real question is just how much you’re willing to pay for such traffic.

Likewise, PPC programs allow you to target subtle variations of what has already been working for you. Just refer back to the information available and get moving!

The Time Factor

One of the most common reasons we like to use PPC efforts as a compliment to organic search — is that the entire process is early instantaneous.

From creating accounts and campaigns to launching ads and receiving clicks — you can literally be up and running with a comprehensive campaign in under an hour.

On the flip side of things, you can also use PPC to help short run marketing issues. Say you have a surplus of inventory to get rid of in a week’s time. Since you don’t have any time to launch a successful SEO effort, use PPC accordingly to help clear your shelves.

Now, Extract PPC Information!

Why rent when you can buy? If you have proven success in PPC ads for a particular search term, get off your tail and create some optimized content for that market!

In time, you can then wean away from paying on a per click basis by supplementing the opportunities with free search traffic.

Budgets are the Key to Success

They always say that time is money? With SEO, you’re spending time. With PPC, you’re spending money. With careful planning and budgeting though, you can make this a win - win situation.

Know your limitations before you jump into the arena of web site marketing. If you need assistance with making things happen in your budget, call some professionals to give you a hand.

Ultimately, you need to set and stick to your limitations. Spending too much money will never allow your online business to grow, and the same is true of becoming obsessed with search engine optimization. Spending all of your time creating and optimizing content will only leave you with less time to run the business behind the web site.

Quick Tips

Whenever you’re using PPC and SEO hand in hand, be sure to consider these quick tips:

• Always measure effectiveness
• Never pay more than you can afford
• Don’t rent when you can buy!
• Use PPC for Time Sensitive Offers
• Set and Stick to Budgets (Money & Time)
• Be Aware of Click Fraud

Sujan Patel is Director of Search at Single Grain, which specializes in Search Engine Optimization and Social Media Marketing