Pay Per Click versus Organic Search Engine Listings - Generally speaking I...
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Generally speaking I would recommend that you start the Pay Per Click campaign slightly before the optimisation of your web site. The immediacy of a Pay Per Click campaign will bring you visitors in the short term, and more importantly it will also allow you to measure what is (and is not) working on your web site; are the landing pages for your adverts converting your visitors, are you targeting the most effective keywords, etc.
Armed with the results of this testing you can optimise your web site effectively and avoid costly delays that occur while waiting for search engines to re-crawl newly optimised pages. Only when you are completely happy that your web site is the best it can be should you submit it to the search engines.
When these organic listings start to bring visitors to your web site, you can re-evaluate you Pay Per Click spend. It may be that your ROI on these adverts is acceptable and you continue as is, or you may wish to reduce your advertising spend. A quick calculation on your conversion rates should give you the answer. For more information see our guide: "Measuring Success", read an excerpt here: http://www.enable-uk.co.uk/html/book_6.html
Today, most marketers accept that web site optimisation for organic listings and Pay Per Click advertising is not an either/or proposition. For a well-rounded and effective search marketing campaign that reaches the greatest number of searchers, marketers should blend both natural and paid listings, capitalising on their complementary strengths and weaknesses.
About the Author:
Written by Justine Curtis, Enable Uk.
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