There is a distinct time and place for everything. As SEO experts we recognize that there are definitely pros and cons to ranking organically for keywords vs. creating and implementing a pay-per click campaign. With most industries and situations we really like to urge our clients towards a long-term dependable SEO campaign where they are ranking organically for keywords. However there are definitely those times where an effective pay-per click campaign is the way to go. Here are some of the times that you would want to use a PPC campaign as opposed to a strong SEO effort.
During A Sale
Let’s say you are running a business and that business is having a sale for the next month. Depending upon the competition, and what your PPC budget can be, it might be a wise choice to rank quickly for these items that you are selling.
Reporting Quick Industry Related News
If you are in an industry where something big happens, and you would like to have your brand name related to these time sensitive issues it just makes sense to run a PPC campaign. Rather than having to worry about content creation and a strong link building strategy your company can be right there in front of everyone while the action is hot.
Doubling The Search Space
If you are already ranking well for certain keywords and their variations you can double your listings by also embarking in a PPC campaign. This is a great idea if your also get a high conversion rate for visitors that are converting to buyers on your website. If you can get a 10% increase in your click-thru-rate, or CTR as an industry abbreviation, it just makes sense to double your efforts if you are making money.
You Have A Limited Sales Season
Some industries only have the ability to sell products for half or even a quarter of a year. If for some reason your business has peak selling months you may want to start a PPC campaign to capitalize on those hot selling months, and use SEO during your off season.
As with almost everything there is no one right way to go about things. As a business owner it is up to you to do what makes the most sense for your business. At The Lightwurx we love SEO. There are few things that get our jollies off quite as much as creating a rock solid campaign and watching our clients get huge amounts of return in that campaign. However even we have to admit that despite our love of SEO there are times when PPC is the right way to go. How do you feel about PPC vs. SEO? Post your thoughts below. And remember if you have any questions or thoughts shoot us an email on our Utah SEO contact page.