So today I was reading one of my favourite marketing authors, Mr Perry Marshall. I was having a break from my exam studies at the time and I love tuning out by reading stuff about marketing. I signed up to one of his email newsletters about PPC and since I don’t do any of it myself, I’m fascinated about this form of marketing.
If I had more money, it’s something I’d like to use more actively. Since I can only afford about $100/month at the moment, I’m just a member of and am just building backlinks the long way. No biggie. Everyone knows that the more profitable keywords are the ones based on products and buying keywords. Optimize for a product name and there’s a good chance people will be buying from you.
PPC is always billed as one of the fastest ways to make money online. You choose your keyword combinations, set up your landing pages, test and if you’re lucky, you might make some sales in a couple hours. It’s also a way you can use to test whether a new product is profitable or not. Set up a simple campaign, do some information marketing and if you get some interest, you know you’re onto something.
Newbies want easy wins, which is why so many get caught up in SEO. It’s easy to do and can be done everyday. However, they lose focus and forget why they got started in the whole Internet Marketing thing in the first place. You should only ever optimize your keyword after you know the following two things about it:
1. the keyword has been proven to convert with your webpage via PPC,
2. the keyword has substantial exact search volume that will help to improve your traffic.
PPC is always useful to gauge responsivity to your ad or offer. You don’t want to waste your time and money on something that isn’t going to pay off in the long run. If you’re getting some opt-ins or maybe even sales, it’s time to rank for that keyword using backlink building tools like SEOLinkVine or link exchange services.
How many ways are there to be really specific with a product? Let’s see… just off the top of my head, you can have colour, size, shape, make, model, batch number, brand… I’m sure you can think of more. As you well know, increased specificity means increased profits. This is where relevance comes in; you could have a campaign with only 10 searches a week making more money than one with 100 searches a week. In this sort of situation, all efforts should be focused on PPC. It’s faster and more profitable.
You can’t compare PPC to SEO. It’s like comparing apples to oranges. Yes, I’m sorry, pardon the cliche. They are like two halves of a perfect whole. Google meant for them to be that way. Use PPC first to gauge profitability and the conversion rate of your website or the vendor’s website. If there’s a high enough volume, it’s worth using SEOLinkVine or a similar tool to get your site up there in the SERPs.