Decide on what will be targeted in SEO and what in PPC

Written by Chris Barling
Thursday, 26 May 2011 00:00

You might choose to target high cost keywords in SEO rather than PPC, or if profitable, you might do this the other way around or using both. This will depend on which approach will yield profitable results. Every company will be different. For instance, depending on the lifetime value of a customer, a higher cost PPC campaign may work for one company but not for another. Large companies may get kick-backs for advertising through their agency, lowering their relative costs.

Research by the Atlas Institute (Microsoft) has shown that prospects exposed to both search results and display ads from the same company are more likely to purchase. If you want to read more on this topic download the full version of the free ebook for Selling Successfully Online which includes over 300 top tips.