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Pay-per-click advertising campaigns ( PPC ), like Google Adwords or Overture’s, can play an important role in the development of qualified Web Site traffic. Set up a pay-per-click campaign the right way and a quiet Web Site can turn into a buzz-saw of activity and production. Set it up wrong, and you can throw away a lot of money.

Jumpstart Web Site Traffic with Pay Per Click Advertising

Pay-per-click campaigns can increase the popularity/visibility and improve the “organic” listings of a new Web Site that would otherwise receive poor rankings. After a set budget is reached, the campaigns can be easily revised or cancelled.

Supplement Web Site traffic with Pay Per Click Campaigns

Pay-per-click campaigns can be used periodically to take advantage of timely events like sales or events and can be used to test the demand for new products or services.

Primary Web Site Traffic Through Pay Per Click Advertising

Due to the high level of control and tracking provided by pay-per-click campaigns, the cost effectiveness can be clearly identified. The conversion rate of traffic delivered by pay-per-click campaigns, and the sales and leads they generate, may far exceed the cost.

Pay Per Click Advertising Campaigns and Keywords

The Keyword List developed for use in SE Optimization is also used in creating pay-per-click campaigns and can be the most important factor impacting the success of a p/c campaign.

Pay Per Click and Traffic Conversion

If you choose to implement a pay-per-click campaign, it is important to be able to accurately track the success or “conversion rate” of any campaign. This requires the creation of success pages that include the code necessary for recognizing a browser that has been referred by a particular pay/click campaign.

Conversion: SEO Vs. Pay Per Click Advertising

When looking at conversion by campaign goal, MarketingSherpa compared paid search to SEO and found the following:*

• Average of all campaigns: SEO ( Search Engine Optimization ) had higher conversion rates (4.2%) than paid search (3.6%)

•Delayed e-commerce / service purchased campaigns: SEO had higher conversion rates (6.3%) than ppc advertising (4.2%)

•E-commerce products / service purchase campaigns, SEO had higher conversion rates (4.1%) than paid search (3.8%)

*SOURCE: Website Services Magazine, May 2006

The above information highlights the importance of SEO in website design. Pay per click advertising is a great way to jump start traffic to a website. Pay per click advertising should not be relied on as your only source for driving traffic to a website. Current studies are showing that ppc advertising can also boost your natural SEO rankings.