Comments on: 3 Organic Search Benefits Of PPC

By: Hamit tümer

Hamit tümer — Sun, 10 Apr 2011 09:30:06 +0000

I definitely agree with the first two benefits you mentioned, but the third one has a big pitfall: the traffic you estimate for one or two keyword phrases may be extremely exaggarated if you use a broad match in your adwords campaign. So estimating according to exact match is a necessicty when short phrases are considered.

By: David de Souza

David de Souza — Tue, 29 Mar 2011 16:35:59 +0000

Thanks for the mention Brett.

I agree there are definitely synergies between PPC and SEO knowledge.

I wish it were as easy to split test headlines and descriptions with our organic listings as it is with PPC.

By: Ruud Hein

Ruud Hein — Tue, 29 Mar 2011 13:36:20 +0000

In reply to Ryan.

Very true — but would you say then it is mostly valid for commercial/transaction type of descriptions?

By: Ryan

Ryan — Tue, 29 Mar 2011 01:03:38 +0000

In reply to Ryan.

There’s a huge difference. Studies show that after people enter their search results their main focus is front and center, then they scan down, lastly they scan to the right.

What’s important is to have eye catching text, with a clear call to action, in the meta description. That way when the user comes across your web page on the SERP they are more likely to click.

Going a bit further, a strong meta description (that is written more like ad copy) can actually attract more clicks than the #1 ranking with a weak meta description. The web page will still need to be above the fold though.

So what better way to test ad copy for your meta description?

By: Ruud Hein

Ruud Hein — Mon, 28 Mar 2011 13:15:44 +0000

In reply to Ryan.

Good points, Ryan. Testing on PPC definitely seems worth it. Do you think there’s a difference between what people click in organic and PPC?

By: Ryan

Ryan — Sun, 27 Mar 2011 23:14:56 +0000

Love this post. I’ve told a few of my clients that PPC combined with website analysis may open up the possibilities for new products and services.

And you’re absolutely right in terms of it being a great tool for SEO. Why waste weeks and effort on keywords that don’t bring the results that you want? Test everything on PPC first, then spend big on SEO.

PPC is still relatively cheap, SEO campaigns can be expensive so it’s important to get it right the first time.

Good article.

By: Brett Alan

Brett Alan — Sat, 26 Mar 2011 02:20:43 +0000

In reply to Jonathon Colman.

That’s a pretty slick presentation Jonathon. I like it.

By: Jonathon Colman

Jonathon Colman — Fri, 25 Mar 2011 21:02:17 +0000

Another benefit of PPC is focusing on areas where your organic search presence is weak. Visitors clicking to your site on those ads will return to your site later on through searches involving your brand name… assuming that you provide a high-quality experience. See http://www.slideshare.net/jcolman/total-search-marketing-optimization-smx-advanced-2010seattle for more information and test results.