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 PPC
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 PPC 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 PPC advertising or if you do your marketing budget may be
reduced in size.The temptation is to simply rely on PPC 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 PPC 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 PPC advertising is the highly
effective nature of where the ad ultimately appears. PPC 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 PPC
advertising is effective, but not significantly more 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 PPC advertising as a great way to jump
start your online business, but there may come a time when you may find yourself
relying on PPC 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. HighPowerSites is the easiest
do-it-yourself website builder on the web. No programming or design skill
required. Get your own website online in just 5 minutes with HighPowerSites.com
at: www.highpowersites.com
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