Picture this, you’ve optimised your website and now rank in the top ten for all your major keywords, and first for several. Organic search engine optimization (SEO) has really paid off.
So what now? Should you pack in the pay-per-click (PPC) adverts? After all, you probably only got them to increase visibility while you boosted the site’s natural optimization, didn’t you?
I read about this very topic in a recent article by Kevin Gibbons. You can read his full text here >>>
Gibbons elaborates on this topic and suggests that marketers continue to purchase pay-per-click advertising to prevent competitors from obtaining valuable ad space, to protect your name, and to appear that your business has more authority.
I too recommend adding pay-per-click advertising into the mix even when your site ranks well organically, but for slightly different reasons.
I advise my clients to run a PPC campaign to help balance out all of their targeted search phrases. If one targeted search phrase is performing well organically, throw a little more PPC money at a more competitive phrase that might be ranking slightly lower than the others. If that particular search phrase improves in the organic search, adjust your PPC to a different area, and so on. With regular attention paid to your PPC and organic SEO, you can make sure that your business is always found near the top.
Pay-per-click also gives marketers a great tool for testing a variety of headlines and unique-selling-points (USP) that could benefit your advertising in other media as well…but that’s a whole other article I’ll save for another day.
Though the money marketers spend on it is a pittance compared with other channels, e-mail delivers the highest return on investment by a wide margin, according to the Direct Marketing Association.
E-mail returned a whopping $57.25 for every dollar spent on it in 2005, the DMA reported in its Power of Direct economic impact study released last month. In contrast, print catalogs generated $7.09 and non-e-mail Internet marketing produced $22.52.
“What this says is that e-mail is a highly profitable means of communicating, much more so than a catalog or any other form of communicating with your customers,” said Jay Schwedelson, corporate vice president of list firm Worldata.
What’s more, marketers are expected to sink significantly more into e-mail next year. However, the channel’s share of the average CMO’s budget is still barely a rounding error.
Read the full article by Ken Magill here >>>
For more information on how to take advantage of e-mail marketing’s extremely high return on investment, please contact our office at 832.971.4905.
Recessions may be bad for the media economy, but they appear to be improving the health of the media ecology. Faced with tough economic times, consumers are consuming more media, not less of it, especially electronic media like the Internet and TV. In fact, the recession is actually fueling Internet usage among people looking for advice and information to deal with troubling economic times, according to results of new research released Wednesday by the Pew Internet & American Life Project.
The study finds that nearly a third (31%) of online users are utilizing the Internet more often to get information about the economy in the past year vs. only 10% who said they are going online less often….
Read the rest of this article on Online Media Daily >>
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