Ppc Advertising: On The Road To Organic Traffic
By Scott Lindsay
I have always been an advocate of using Pay Per Click (PPC) advertising as a short-term solution to a long-term objective. The use of a fully optimized site is a vitally important part of site growth and reasonable organic traffic.

This thought is borne out in a finding by WebSideStory that indicates that advertising provided a conversion rate of 3.4% while sites relying on organic (optimized) sites saw a conversion rate of 3.13%. The study began in January of 2006 and ran for eight months and more than 57 million search engine visits were used to document the findings.

A combination of both techniques may improve the overall conversion rate, but much of the decision-making you are faced with has to do with perceived value.

For instance, if your business is relatively new and you are waiting for the various search engines to find you and rank your site you may discover advertising to be a primary tool in client conversion. If, however, you are ranked well in search engines you may not feel a compelling need to purchase advertising or if you do your marketing budget may be reduced in size.

The temptation is to simply rely on advertising without working toward proper optimization of your site. I suppose on one level this may make sense IF you are only interested in purchasing advertising for the duration of your business.

Essentially if you are willing to provide some work at the beginning of your site design to develop proper optimization techniques you will ultimately save money in the long run.

PPC advertising definitely has a place in online marketing, but it doesn’t have to be your only long-term strategy.

Of course, the positive aspect of advertising is the highly effective nature of where the ad ultimately appears. is a highly targeted type of advertising that makes the best use of marketing dollars.

PPC advertising should not be avoided, but rather seen for what it is; a stop gap client conversion technique. The above statistics point to the fact that advertising is effective, but not significantly more

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so than the site rankings of an optimized site.

When you have a plan that encompasses both short-term and long-term objectives you may likely see advertising as a great way to jump start your online business, but there may come a time when you may find yourself relying on advertising less and less. When that happens you can feel confident you have done an admirable job in optimizing your site for organic traffic.

Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects. Get your own website online in just 5 minutes with HighPowerSites at: www.highpowersites.com. Start your own ebook business with BooksWealth at: www.bookswealth.com

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