By John (Host) on
8/26/2010 2:09 PM
This post goes hand in hand with my "Direct Mail and the Internet - SEO" post, so you may want to read that one first if you haven't already.
Unfortunately SEO is not a magic bullet. It takes time to get the rankings you want for the key words you want.
PPC (Pay Per Click) search engine advertising helps fill the void while you work on getting better placement in the search engines, and helps fill in the gaps once you do have it.
PPC search engine ads are the ones that are listed at the very top and to the right of the organic search results. When you place an ad here, you pay anytime someone clicks on it. Depending on what keywords you are targeting, the cost can range from a few pennies a click, to many dollars per click. So it's important that you choose your keywords wisely. Design your ads to work well with your key words. And create landing pages that also work well for those key words.
The reasons for doing this in conjunction with your Direct Mailings are the same as for SEO, so I'm not going to repeat them here.
But it is worth noting that PPC can go beyond just search engines, it can also be placed on many websites. It will probably be worth testing that as well. It may or may not be of value for you, but it's pretty inexpensive to find out.