SEO with PPC

  The  first and most common question a search engine marketing company may hear concerning an SEO campaign is how long it will take to achieve results.  Naturally, clients want to be able to see the investment almost immediately.

This is where the PPC stopgap approach comes in.  Though a client’s budget is usually fixed, they are often willing to spend a little more on the front end to see immediate results. Once positive results are evident, PPC spending is scaled back as SEO takes hold. An advantage of this approach to clients with limited budgets is that it can be managed on a very granular level.  When top organic results are achieved for a given keyphrase, PPC bidding for that term can cease.  Over time, PPC expenditures can theoretically be eliminated entirely.  This model appeals to those who want a wide range of coverage and immediate results but have  a fixed monthly budget that they do not control.

A hybrid model is similar to a stopgap model, except that the client has no intention of eventually leaving the PPC arena entirely.  Rather, the client has their search engine marketing company do a full on optimization AND paid search campaign at the outset, with the expectation that PPC costs will be reduced but not eliminated as the organic campaign takes hold. 

In this model, a client recognizes that in an organic SEO campaign, they will be limited in the number of keyphrases that they can target by the amount of real estate on their website.  With a PPC campaign, however, there is no downside to targeting thousands upon thousands of relevant “long tail” keyphrases, that is, search terms that are comprised of longer strings of words.  Using the hybrid model, a company removes keyphrases from the PPC campaign on a granular level as they achieve top organic results for those phrases, but continue to bid on keyphrases that the site does not currently target.

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Search Engine Optimization and Paid Search: What Should Your Philosophy Be?

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