Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

SEO

5 PPC Tips For Technology Companies

Published

on

5 PPC Tips For Technology Companies

More and more companies are discovering the benefits of a well-run PPC program.

PPC can be so much more than just a lead generation tool.

With many different campaign types available in Google and Microsoft Ads, a sophisticated PPC program can support potential buyers in every part of their journey.

However, competitive keywords in certain industries, especially the technology industry, can be extremely costly.

$50 cost per click (CPC)? No, thank you!

Do not let expensive keywords prevent you from developing a PPC strategy to help reach your goals in this industry.

Below are five top PPC tips for effectively using search platforms such as Google Ads and Microsoft Ads to effectively reach your target audience in the competitive technology space.

1. Make Use Of Detailed Demographics In Google Ads

Detailed demographics is an audience type available at the ad group or campaign level in Google Ads.

This audience type allows advertisers to target further beyond the standard demographics available.

This is especially beneficial to the technology industry because you can target by:

Company Size

  • Small Employer (1-249).
  • Large Employer (250-10k).
  • Very Large Employer (10k+ Employees).

Industry

  • Construction.
  • Education Sector.
  • Financial.
  • Healthcare.
  • Hospitality.
  • Manufacturing.
  • Real Estate.
  • Technology.

Education

Highest Level of Educational Attainment:

  • High School Graduate.
  • Bachelor’s Degree.
  • Advanced Degree.

demographicsScreenshots by author, July 2023

Other detailed demographics can be added, but are likely better used for B2C companies:

  • Parental Status.
  • Marital Status.
  • Homeownership Status.

It’s important to understand what campaign types are available for this type of targeting.

Currently, the “Company Size” and “Company Industry” segments are available for the following campaign types:

  • Search.
  • Discover.
  • Video.
  • Performance Max.
  • Shopping.

They are not available on Display or App campaigns.

With these demographic options, the possibilities are endless!

You have the option to use Targeting (meaning you are only targeting users who are in this category).

Another option is Observation (meaning you are targeting these users, as well as everyone else who doesn’t fit into this category).

targetingScreenshot by author, July 2023

If you’ve never used detailed demographics targeting, start by adding the demographics that fit your audience to current Search campaigns as “Observation” first.

By adding them as “Observation” initially, it can help you understand how these audience segments engage differently than those not categorized in those demographics.

Once enough data is obtained, try switching the segments to “Targeting” to really narrow in on those customers specifically.

2. Keep Keywords Broad When Targeting By Audience

Switching audiences to “Targeting” instead of “Observation” will undoubtedly narrow your reach in those campaigns.

Narrowing and limiting isn’t necessarily a bad thing. By layering audience segments onto campaigns, you’re further qualifying the target audience.

Now that the targeting is narrowed, try testing out broad match keywords specific to these audiences.

Don’t go too wild at first and target terms like “tech news” as a broad term, for example.

Another note about keywords: everyone searches differently.

Conversions in B2B campaigns can come from low-volume, high-intent searches, and with broad match keywords, campaigns can capitalize on the individual user.

Another added benefit of going broad is that you gather more data on how users are actually searching to get to your product or service.

It can shed light on language or buying behaviors you may not have thought of using before!

I see this a lot between product marketing teams and digital marketing teams – there is a disconnect in how you talk about your product vs. how the end consumer searches for it.

3. Don’t Forget About Microsoft Ads

As the competition in Google Ads continues to grow, it’s no wonder that companies are becoming more aggressive in other platforms.

Microsoft Ads can be a hidden goldmine for technology companies because of its exclusive LinkedIn Profile Targeting feature.

Microsoft is the only platform besides LinkedIn that can offer this targeting.

Advertisers are able to target these characteristics of a user’s LinkedIn profile:

  • Company. Choose as few or as many individual companies that fit your criteria. Currently, there are over 80,000 companies to target.
  • Industry. Examples include ‘Software & IT Services,’ ‘Hardware & Networking,’ ‘Manufacturing,’ and more.
  • Job Function. Examples include ‘Product Management,’ ‘Operations,’ ‘Marketing,’ and more.
Campaign exampleScreenshots by author, July 2023

Currently, this targeting is only available as “Bid Only.” That means you can increase or decrease your bids on these demographics but cannot exclusively target users who match these criteria.

To get around this limitation, try setting your keyword bids extremely low and using a significant bid increase on those demographic targets.

This is by no means foolproof, but it’s one possible way to show ads only to those who meet your criteria.

4. Introduce Your Brand With Video Ads On YouTube

Gone are the days of targeting $50 CPC search terms, hoping you might have enough budget to get a few clicks per day.

That type of marketing won’t move the needle unless you have an unlimited budget.

If you’re under the assumption that Video Ads only work for B2C companies, this is a good time to be wrong!

Technology and other B2B brands are leveraging the power of Video Ads as a cost-effective way to reach a receptive and relevant audience.

With the ability to target by Detailed Demographics segments and Custom segments, marketers can feel more secure that they’re reaching users in their target audience.

Custom segments in Google used to be named “Custom Intent” audiences, if you’re not familiar with the new name.

Try building a new custom segment audience by adding a mixture of these characteristics that are related to your product or service:

  • Specific keywords.
  • URLs.
  • Apps.

Even a $20 per day budget for testing YouTube’s effectiveness for your company is bound to win you brand recognition.

Remember, the goal of YouTube Ads typically isn’t to generate immediate conversions; the main goal should be to measure brand awareness. This is why attribution and utilizing remarketing is so important for this campaign type.

Try testing multiple audiences at a low cost per day ($10-$20). From there, the remarketing capabilities are almost endless!

Examples of how marketers can create video remarketing lists include:

  • Users who watch certain videos.
  • Users who watch a certain percentage of a video.
  • Users who subscribe to the linked YouTube channel.
  • Users who visit the YouTube channel page.
  • Users who have liked or shared any video.

Those video remarketing lists can be used in a targeted Display campaign to re-engage those particular users.

Coupling YouTube and Display campaigns with this strategy can be a cost-effective way to fill the top of your funnel with qualified users.

Additionally, you can layer those video audiences on top of Search campaigns and increase bids on those segments.

However, video audiences can’t be specifically targeted in Search campaigns.

5. Ensure Your Tech Brand’s Marketing Assets Are Clear & Compelling

This may be the most important recommendation of all, and not to be overlooked.

I have seen many companies carve out multiple target personas for their product but produce just one message for each persona.

Then, they are stumped when they’re seeing poor ad engagement or responsiveness.

If you have multiple target audiences, shouldn’t you be speaking to them in different ways?

It’s no secret that the economy has had its fair share of ups and downs in the past few years.

Marketing messaging, inevitably, has become more emotional because the goal is to speak to each user’s pain points.

Think of each of your target audience’s pain points. What problem can your brand solve for them? Start your message with that.

Remember, you may be reaching different roles in a particular company based on how you’re utilizing targeting.

A CMO of a company has different pain points than a Product Manager.

The second piece to think about is your offering. Should all marketing offerings be the same across each advertising platform?

Probably not.

Say you’re trying to reach a software engineer or IT person who would use your product every day. Your messaging should offer something tangible that they can use or try out.

While they may not be the decision-maker to choose your product or service, they likely have some influence on what products are used to make their job easier.

On the other hand, if you’re trying to reach the CEO or another C-Suite level person in that same company, they likely aren’t the ones who will be using your product every day.

They probably don’t want a trial. They just need to know your product or service works.

For example, provide them with messaging that shows you’re a thought leader in the space.

Build A Smarter PPC Strategy

If you’re in the technology industry and have been relying on traditional PPC methods, it’s time to test something new.

Especially today, marketing budgets are usually the first to go when performance stalls.

Knowing this, regardless of your industry, it is up to you to be innovative in your approach to reaching your ideal consumer.

This may include trying new campaign types like Video Ads or different platforms like Microsoft Ads, Quora, or Reddit.

These PPC tips can benefit others, even outside the technology industry.

Once you know your options, you can combat those high search CPCs for more effective marketing strategies.

More resources: 


Featured Image: one photo/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

How to Get Search Traffic Without Ranking for Anything

Published

on

How to Get Search Traffic Without Ranking for Anything

Getting to the top of Google can be quite slow. Especially so for small, new websites. And the competition can often be too strong, which makes it quite unlikely for you to outrank your rivals in the first place.

Well… if you can’t win, change the rules.

There’s a very simple trick for getting search traffic for the keywords that you want to rank for—without actually ranking for them.

Enter…

One of the most common pieces of marketing advice is to “go fish where the fish are.” Whatever product or service you want to sell, you have to follow three simple steps:

  1. Figure out who your ideal customers are.
  2. Find the places where those people are hanging out online.
  3. Go to those places and find ways to promote your product.

Quick example: if you want to sell fitness gear, it would be good to figure out how to tap into the r/Fitness community on Reddit, which has over 12M members.

What does it have to do with SEO though?

Well, whatever search traffic you want to drive to your own website… someone is already getting it to theirs, right? And their website is not necessarily your direct competitor.

If you own a bagel joint in Singapore, you definitely want your website to rank in Google for “best bagels in Singapore.” But the pages that actually rank for this keyword are listicles, which give readers a bunch of different suggestions. So your job is to get featured in as many of those top-ranking listicles as possible.

Ranking for a keyword with your own website isn’t the only way to get customers from Google. Getting featured on other pages that rank for this keyword is incredibly effective too.

I call this tactic “second-hand search traffic”.

The underlying idea is not new though.

You might have heard of the concept called “Barnacle SEO,” shared by Rand Fishkin back in 2014. There’s also a concept called “Surround Sound,” coined by Alex Birkett. And another one called “SERP Monopoly strategy” by Nick Eubanks. There’s also a reverse concept, called “Rank & Rent.”

The idea behind all of these tactics is practically the same: if a page gets a lot of relevant search traffic from Google—you have to try and get your business mentioned there.

1721330765 614 How to Get Search Traffic Without Ranking for Anything1721330765 614 How to Get Search Traffic Without Ranking for Anything
Source

But that’s easier said than done, right?

Why would anyone bother to feature your business on their website?

Well, one simple answer is money.

If a website owner can make money from mentioning your business on their page, there’s a good chance they’ll do it. This money could come in the form of an affiliate commission or a flat fee for an annual or permanent placement. Sometimes these things can also happen as part of a broader partnership deal.

Getting listed for free is very, very hard. Especially so if you’re not already a big and respected business that people naturally want to feature on their website.

And yet—it’s not completely impossible to get listed for free.

Case in point, we just published our own “best SEO conferences” post, in order to rank for relevant search queries and promote our upcoming event, Ahrefs Evolve Singapore.

And then we went ahead and reached out to all websites that rank for the “best SEO conferences” keyword and asked them to add Ahrefs Evolve to their listicles. So far 10 out of 17 featured us on their pages, without asking for any payment whatsoever.

1721330766 734 How to Get Search Traffic Without Ranking for Anything1721330766 734 How to Get Search Traffic Without Ranking for Anything

The most straightforward way to execute this strategy is to compile a list of highly relevant keywords (with high business potential scores), pull all the top-ranking pages for each of them into a spreadsheet, and start your outreach.

But there’s one other fruitful source of pages to get second-hand search traffic from. These are pages that are linking to your competitors, while getting a decent amount of search traffic themselves.

Here’s how to find these pages in 3 simple steps:

  1. Put the website of your competitor in Ahrefs’ Site Explorer.
  2. Navigate to the Backlinks report.
  3. Apply the “Referring page > Traffic” filter.
How to Get Search Traffic Without Ranking for AnythingHow to Get Search Traffic Without Ranking for Anything

Here’s an example of a page I found while trying this out for the ConvertKit website:

1721330766 665 How to Get Search Traffic Without Ranking for Anything1721330766 665 How to Get Search Traffic Without Ranking for Anything

As you can see, this page is not about “email marketing” (the primary topic you’d go for, if you wanted to promote an email marketing tool). And yet, this page is receiving 2.6k visitors per month from Google (as estimated by Ahrefs), and it recommends a bunch of email marketing tools to its readers.

So if you own an email marketing tool—like ConvertKit—you definitely want to get mentioned on that page alongside your competitors.

The moral of this story is that you should look outside of the topics that are immediately relevant to your business. Any page that gets traffic and mentions a competitor of yours should become your target.

And Ahrefs makes it super easy to find such pages.

That’s it.

I hope you found this tactic useful. Don’t sleep on it, because there’s a good chance that your competitors won’t.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

What SEO Should Know About Brand Marketing With Mordy Oberstein

Published

on

By

What SEO Should Know About Brand Marketing With Mordy Oberstein

For the SEO industry, the Google documents leak offered an important view behind the scenes. Although the leak was not a blueprint of how the algorithm worked, there was considerable confirmation that SEO professionals were right about many elements of the algorithm.

From all the analysis and discussion following the leak, the one insight that got my attention was how important the brand is.

Rand Fishkin, who broke the leak, said this:

“Brand matters more than anything else … If there was one universal piece of advice I had for marketers seeking to broadly improve their organic search rankings and traffic, it would be: “Build a notable, popular, well-recognized brand in your space, outside of Google search.”

Mike King echoed this statement with the following observation:

“All these potential demotions can inform a strategy, but it boils down to making stellar content with strong user experience and building a brand, if we’re being honest.”

Mordy Oberstein, who is an advocate for building a brand online, posted on X (Twitter):

“I am SO happy that the SEO conversation has shifted to thinking about “brand.”

It’s not the first time that “brand” has been mentioned in SEO. We began to talk about this around 2012 after the impact of Panda and Penguin when it first became apparent that Google’s aim was to put more emphasis on brand.

Compounding this is the introduction of AI, which has accelerated the importance of taking a more holistic approach to online marketing with less reliance on Google SERPs.

When I spoke to Pedro Dias, he said, “We need to focus more than ever on building our own communities with users aligned to our brands.”

As someone who had 15 years of offline experience in marketing, design, and business before moving into SEO, I have always said that having this wide knowledge allows me to take a holistic view of SEO. So, I welcome the mindset shift towards building a brand online.

As part of his X/Twitter post, Mordy also said:

“I am SO happy that the SEO conversation has shifted to thinking about “brand” (a lot of which is the direct result of @randfish’s & @iPullRank’s great advice following the “Google leaks”).

As someone who has straddled the brand marketing and SEO world for the better part of 10 years – branding is A LOT harder than many SEOs would think and will be a HUGE adjustment for many SEOs.”

Following his X/Twitter post, I reached out to Mordy Oberstein, Head of SEO Brand at Wix, to have a conversation about branding and SEO.

What Do SEO Pros Need To Know About ‘Brand’ To Make The Mindset Shift?

I asked Mordy, “In your opinion, what does brand and building a brand mean, and can SEO pros make this mindset shift?”

Mordy responded, “Brand building basically means creating a connection between one entity and another entity, meaning the company and the audience.

It’s two people meeting, and that convergence is the building of a brand. It’s very much a relationship. And I think that’s what makes it hard for SEOs. It’s a different way of thinking; it’s not linear, and there aren’t always metrics that you can measure it by.

I’m not saying you don’t use data, or you don’t have data, but it’s harder to measure to tell a full story.

You’re trying to pick up on latent signals. A lot of the conversation is unconscious.

It’s all about the micro things that compound. So, you have to think about everything you do, every signal, to ensure that it is aligned with the brand.

For example, a website writes about ‘what is a tax return.’ However, if I’m a professional accountant and I see this on your blog, I might think this isn’t relevant to me because you’re sending me a signal that you’re very basic. I don’t need to know what a tax return is; I have a master’s degree in accounting.

The latent signals that you’re sending can be very subtle, but this is where it is a mindset shift for SEO.”

I recalled a recent conversation with Pedro Dias in which he stressed it was important to put your users front and center and create content that is relevant to them. Targeting high-volume keywords is not going to connect with your audience. Instead, think about what is going to engage, interest, and entertain them.

I went on to say that for some time, the discussion online has been about SEO pros shifting away from the keyword-first approach. However, the consequences of moving away from a focus on traffic and clicks will mean we are likely to experience a temporary decline in performance.

How Does An SEO Professional Sell This To Stakeholders – How Do They Measure Success?

I asked Mordy, “How do you justify this approach to stakeholders – how do they measure success?”

Mordy replied, “I think selling SEO will become harder over time. But, if you don’t consider the brand aspect, then you could be missing the point of what is happening. It’s not about accepting lower volumes of traffic; it’s that traffic will be more targeted.

You might see less traffic right now, but the idea is to gain a digital presence and create digital momentum that will result in more qualified traffic in the long term.”

Mordy went on to say, “It’s going to be a habit to break out of, just like when you have to go on a diet for a long-term health gain.

The ecosystem will change, and it will force change to our approach. SEOs may not have paid attention to the Google leak documents, but I think they will pay attention as the entire ecosystem shifts – they won’t have a choice.

I also think C-level will send a message that they don’t care about overall traffic numbers, but do care about whether a user appreciates what they are producing and that the brand is differentiated in some way.”

How Might The Industry Segment And What Will Be The Important Roles?

I interjected to make the point that it does look a lot like SEO is finally making that shift across marketing.

Technical SEO will always be important, and paid/programmatic will remain important because it is directly attributable.

For the rest of SEO, I anticipate it merges across brand, SEO, and content into a hybrid strategy role that will straddle those disciplines.

What we thought of as “traditional SEO” will fall away, and SEO will become absorbed into marketing.

In response, Mordy agreed and thought that SEO traffic is part of a wider scope or part of a wider paradigm, and it will sit under brand and communications.

An SEO pro that functions as part of the wider marketing and thinks about how we are driving revenue, how we are driving growth, what kind of growth we are driving, and using SEO as a vehicle to that.

The final point I raised was about social media and whether that would become a more combined facet of SEO and overall online marketing.

Mordy likened Google to a moth attracted to the biggest digital light.

He said, “Social media is a huge vehicle for building momentum and the required digital presence.

For example, the more active I am on social media, the more organic branded searches I gain through Google Search. I can see the correlation between that.

I don’t think that Google is ignoring branded searches, and it makes a semantic connection.”

SEO Will Shift To Include Brand And Marketing

The conversation I had with Mordy raised an interesting perspective that SEO will have to make significant shifts to a brand and marketing mindset.

The full impact of AI on Google SERPs and how the industry might change is yet to be realized. But, I strongly recommend that anyone in SEO consider how they can start to take a brand-first approach to their strategy and the content they create.

I suggest building and measuring relationships with audiences based on how they connect with your brand and moving away from any strategy based on chasing high-volume keywords.

Think about what the user will do once you get the click – that is where the real value lies.

Get ahead of the changes that are coming.

Thank you to Mordy Oberstein for offering his opinion and being my guest on IMHO.

More resources:


Featured Image: 3rdtimeluckystudio/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

4 Ways PPC and SEO Can Work Together (And When They Can’t)

Published

on

4 Ways PPC and SEO Can Work Together (And When They Can’t)

Search engine optimization (SEO) is the process of optimizing your pages to rank in a search engine’s organic results.

Pay-per-click (PPC) is a form of online advertising where advertisers pay a fee each time someone clicks their ad.

There’s no conundrum between the two types of marketing. You don’t have to choose one or the other; the best companies use both.

Here’s how they can work together and produce magic:

Creating SEO content is the process of figuring out what your target audience is searching on Google and aligning your content to their search intent.

To start off, you need to find out what they’re searching for. The easiest way is to use a keyword research tool, like Ahrefs’ Keywords Explorer.

Here’s how you might find keywords for a hypothetical coffee equipment store:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a relevant keyword (e.g., “coffee”)
  3. Go to Matching terms

Go through the list and pick out keywords that are relevant to the site. For example, the keyword “how to grind coffee beans” seems like a good keyword to target.

The keyword "how to grind coffee beans" and relevant SEO statsThe keyword "how to grind coffee beans" and relevant SEO stats

Once we’ve chosen our keyword, we want to know what searchers are looking for specifically. Sometimes the keyword gives us an idea, but to be sure, we can look at the top-ranking pages.

So, click the SERP button and then click Identify intents to see what searchers are looking for:

The Identify Intents feature in Ahrefs' Keywords ExplorerThe Identify Intents feature in Ahrefs' Keywords Explorer

We can see that searchers are looking for techniques and methods to grind coffee beans at home, and especially without a grinder. If we want to rank high, we’ll likely have to follow suit.

Those are the basics of creating SEO content. But doing just this isn’t enough. After all, the quote goes, “if a tree falls in a forest and no one hears it, does it make a sound?”

This applies to your content too. You don’t want to create into a void; you want people to see and consume your content. This is where PPC comes in. You can run PPC ads to ensure that as many people see your content as possible.

For example, at Ahrefs, we run Facebook ads for our content:

An example of a Facebook Ad we ran for our contentAn example of a Facebook Ad we ran for our content

We also run ads on Quora:

Our Quora ads campaigns we ran for the blogOur Quora ads campaigns we ran for the blog

This way, we make sure that none of our content efforts go to waste.

Links are an important Google ranking factor. Generally speaking, the more links your page has, the more likely it’ll rank high in the search results.

But acquiring links is hard. This is why it’s still a reliable ranking factor. And it’s also why there’s an entire industry behind link building, and tons of tactics you can use, all with varying levels of success.

One way you can consider building links to your pages is to run PPC ads. In fact, we ran an experiment a few years ago to prove that it was possible.

We spent ~$1,245 on Google search ads and acquired a total of 16 backlinks to two different pieces of content. (~$77-78 per backlink.) This is much cheaper than if you had to buy a backlink, which according to our study, costs around $361.44.

(It would be even more expensive if you acquired links via outreach, as you would have to consider additional costs like software, manpower, etc.)

Retargeting allows you to target visitors who have left your website.

Here’s how retargeting works:

  1. A visitor discovers your article on Google
  2. Your ad management software sets a cookie on the visitor’s browser, which allows you to show ads to these visitors
  3. When the visitor leaves your website and surfs the web, you can show ads and persuade them to return to your website

Depending on where they are on the buyer’s journey, you can convince them to take the next step.

buyer's journeybuyer's journey

For example, if someone found your website via your article on the “best espresso machines”, it’s likely they’re looking to buy. So, you can set your retargeting ad to encourage them to visit your espresso machines category page.

On the other hand, if a visitor discovered your website from your “what is a coffee grinder” article, they might still be early on the journey. In that case, it might be prudent to encourage them to sign up for your email list instead.

Every site has important keywords. For example, besides our brand and product terms, critical keywords are “keyword research”, “link building”, and “technical SEO”.

Since these keywords are important, it makes sense to dominate the SERPs for them. You can do this by simultaneously running ads for them while ranking in organic search. For example, Wix ranks for the keyword “create website for free” in both paid and organic SERPs:

Wix ranks for the keyword “create website for free” in both paid and organic SERPsWix ranks for the keyword “create website for free” in both paid and organic SERPs

This is especially useful if you’re a new or smaller site. The keywords that are important to you are likely important to your competitors too. Which means you can’t compete with them overnight.

So, a good strategy is to target those keywords via PPC first, while investing in your SEO strategy. Over time, as you acquire more backlinks and gain more website authority, you’ll be able to compete with your competitors in organic search too.

While both channels are complementary, there are times where it may make more sense to choose one over the other.

When to choose PPC

If you fit these scenarios, it might be a better idea to go for PPC:

  • You’re promoting a limited-time offer, event, or launching a product. According to our poll, SEO takes three to six months to show results. If your event, offer, or launch is shorter than the expected timeframe, it’ll be over even before SEO takes any effect.
  • You need immediate, short-term results. If you need to show some results now, then PPC will be a better choice.
  • You have a disruptive product or service. SEO depends on figuring out what people are already searching for. If your product or service is completely novel, then it’s likely no one is searching for it.
  • Hyper-competitive SERPs. Some niches have competing sites with large SEO teams and deep pockets. Coupled with Google’s preference for known brands, if you’re in these niches, it can be difficult to compete. PPC offers a viable alternative for gaining visibility on the first page.

When to choose SEO

Here are times when it may make better sense to choose SEO:

  • Keywords are too expensive. Some industries, like insurance or finance, have cost-per-clicks (CPC) up to a few hundred dollars. For example, the keyword “direct auto insurance san antonio” has a CPC of $275.
  • Your niche is restricted. Certain industries or niches (e.g., adult, weapons, gambling, etc.) are prohibited or restricted from advertising.
  • You have a limited budget. PPC requires money to begin, whereas SEO can drive traffic to your website at no direct cost per visitor.
  • You’re building an affiliate site. Affiliate sites earn a commission when people buy from their recommendations. While it’s not impossible to build an affiliate site from PPC, it’s difficult to control the return on investment (ROI) since affiliate site owners cannot control sales conversion rates.

Final thoughts

There are cases where focusing on either SEO or PPC makes sense.

But most of the time, the best companies don’t discriminate between channels. If they produce positive ROI, then you should be using all marketing channels.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending