| |
| Pay per Click |
| Search Engine |
| Marketing |
|
| Organic/Natural |
| Search Engine |
| Marketing |
|
| Cost |
In
2007, 87%, or $6.75 billion of the total $7.75 billion spent on search engine
marketing was spent on Pay Per Click Search Engine Marketing. PPC programs as
a whole cost more than Organic Search Engine Optimization programs because
the cost of keyword acquisition and cost per click climb as competition
continues to increase. There are also additional costs for management
services and management software as well as wastage commonly attributed to
rampant click fraud. |
Only $1.05
billion of the $6.75 billion dollars spent on search engine marketing last
year was spent on organic search engine optimization. The cost overall of an
organic SEO program from Web Wise Media is much lesser than PPC programs
because there is one time fee that also includes ranking maintainence for entire 12 month that keeps your
website optimized for the major search engines with at least 50 first page
placements. There is no continued cost for every click made onto a link to
your website; all advertising achieved after the initial optimization is
free. WWM’s search engine optimization programs are available for as little
as $5500 entire year for Local Business Packages. |
| Search
Patterns |
Search
patterns reveal that less search engine users visit pay per click advertising
sites than visit organic sites. In fact 4 out of 5 search engine users report
that they never click on PPC results. |
More than 70% of search engine users report visiting organic
listings daily by Forester Reaserch. Reaching the top of the search results
pages with the expertise of WWM’s organic search engine optimization plan is
crucial because an eye tracking study showed that 70% of search engine users
choose to visit websites that appear in the top 10 organic results. |
| Keywords |
Keyword
pricing begins at $.25 but the average cost for a top keyword exceeds $7.30.
Keyword costs increase at least 25% a year. One survey reported that 57% of
respondents felt that they were paying too much for their chosen keywords and
keyword phrases. Web Wise Media saves an avarage 25%-40% to their PPC clients by placing
their website in top 5 position on Google and Yahoo Sponsored with Unlimited
Clicks. |
WWM’s organic SEO plan begins with extensive keyword research
that helps determine what words are most relevant to the advertiser’s
product. Then, keyword-rich content is developed as needed in order to
deliver the traffic they want to make conversions. This is followed by
ongoing optimization of the websites code, structure, pages, titles,
descriptions, links, forum posting and blogs postings, Directory
submissions,etc. to perpetually enhance and focus search engine ranking
results. |
| Click-through rate |
Further
complicating the reduced click through rates of PPC when compared to organic
search engine optimization, the overall conversion rate at the website is 3
times less than that of unpaid listings. Also, with the high cost of top
keywords, many advertisers are paying more than $5 per click through and
sometimes as much as $35 per visitor. |
Because there is much more potential targeted traffic through
organic listings than through paid ads most often using longer and more
targeted keywords strings but defenetly also concentrating on bigger more
competitive keywords, there is a greater opportunity for converting traffic
into customers. Additionally, organic click through rates are 3 times more
than paid listings. The conversion rate for organic listings is also approximately
27% higher than paid listings. |
| ROI |
Only
11% of advertisers report achieving a higher ROI through a Pay Per Click
Advertising Program than an Organic Search Engine Optimization program. |
Organic listings generate a higher ROI than PPC programs. Trends
show that more sales result from organic search engine listings than paid
sites, meaning that advertisers get more for their money when working with a
talented organic search engine optimization company like WWM. |
| Long term results |
There
is little or no long term results in PPC programs. Pay
Per Click Programs can earn an advertiser an immediate boost in results but
as soon as the budget runs out or the campaign ends the results stop. So
depending on the product and the mark up %,PPC can be a very good source of
immediate revenue, but any user needs to be very careful especially these
days when bidding wars between clients for the top positions can be costly. |
Advertisers with organic search engine optimization plans
developed by WWM will reap the rewards of long term results as long as
clients do understand and willing to wait sometime to get their ranking. These
natural top 10 rankings don't come overnite. Through continual optimization
for the search engines, websites designed through organic SEO continue to
climb the search results rankings and generate more traffic long after their
program has begun. |
| Search Engine Marketing Firms |
Many
marketing firms perform PPC services with management starter programs
initially costing around $300 and then with a minimum of $500-1000 per month. |
WWM is a website design and development company that has
specialized in organic SEO since 1999. We can help an advertiser achieve
their goal to drive significantly more targeted traffic to their website
which will result in more conversions and a higher ROI. |
| Relevance |
72.3%
of search engine users report feeling that Google’s organic listings are more
relevant than their paid listings. Only 20% of search engine users will view
a paid listing. |
75% of search engine users report they feel organic listings are
more relevant than paid listings. WWM optimizes a website for maximum
relevancy through extensive keyword research and keyword-rich content
development that drives a website straight to the top of search engine
results pages. |
| Fraud |
3
out of 4 advertisers are victims of click fraud, where clicks onto links are
perpetrated by an advertiser’s competitor to deplete the advertiser’s
marketing budget. Estimates are that click fraud accounts for 15-30% of all
click throughs. |
SEO companies employ “black hat” techniques like link farms,
shadow domains, hidden text or doorway pages to drive traffic to websites.
These questionable techniques can get a website delisted by the major search
engines. At Web Wise Media, there is no risk of being
penalized by a search engine. WWM never has used and will never use “black
hat” techniques. |
| Management |
Management
services are absolutely crucial in handling a PPC campaign. PPC Management
includes keyword research, bid management and tracking. After the
implementation of a PPC program, management only continues until the budget
is exhausted. |
Management by WWM starts with extensive keyword research and
then continues indefinitely to keep your website optimized for the search
engines. We recognize that search engine. Logic is constantly changing and we
move with the tides to keep your website in the top search results positions.
WWM also provides at least 3 reports
to continually provide clients with information about our efforts, your
search engine ranking and your websites results. |
| Trust |
66%
of customers report that they distrust paid advertisements. An additional 29%
of search engine users report being annoyed by PPC ads. |
75% of search engine users report that they trust organic search
results over paid results. At WWM we respect search engine users and want to
keep their trust, so we optimize an advertiser’s site to maximum relevancy so
that search engine users find the product or information they want and become
a customer. |
