Taming the PPC Monster with Organic Search

by
 Talked with someone last year whose part-time sideline with a web business had finally grown to allow him to quit his “real job” and begin working full-time with his online business.  This is a dream that I found many people share, but few truly experience so I had a great deal of admiration for his efforts.  (If you doubt that many people want this, just watch late at night infomercials and you’ll be amazed at how many there are on “work at home” or “get rich online”!  In fact, the one I watch during Christmas, the guy earned $17,000 his first month!  Unbelievable!  I was getting all caught up in it when suddenly I realized what other people who were not as savvy online as I am, must think!  Or better yet, do a search for get rich with online business in Google and see what comes up, it will amaze you.  Loved this one domain name www.21butrich.com)
Back to the search engine marketing story – Last year we discussed what organic search engine marketing might do for his business.  On one hand, I truly believed we could make a significant impact but on the other hand, I felt that “sticker shock” was a real possibility and maybe it might be best if he went ahead with his plans to advertise with only pay per click for awhile. It’s not that we are expensive, but if you don’t understand the market – he was very smart and it seemed that it might be best to let him experience a bit on his own first.
Now fast forward a year later.  In one year, he had become expert at managing his own pay-per-click campaigns.  He understood his market a lot better than last year and was successfully growing his business.  After reviewing his recent reports, I did some research to determine the impact today of an “organic search marketing” campaign, utilizing some of the most successful keyword terms.  I could see where last year his spend had been approximately $500.00/month on PPC and over the course of several months grew to around $1100/mo.  Several months ago it had jumped to $2200/mo.  No doubt this would continue to work, as long as he continued to feed the ppc monster that he had created.  His ROI was good, but not as good as what we were looking at providing him without the constant concern that it would cost him more every month.
Once a business does launch, there are certain things that need to happen.  Time needs to expand to around 36 hours a day in order to do everything we need to do.  Barring that, we have to look at adding employees to help us manage our business.  But in order to do that, you need a good baseline foundation of business in place.  One that is not going to require constant monitoring by you – control spending and drive down your cost per customer.  That’s where organic search comes into play.  Now he doesn’t have sticker shock over our managed search engine marketing services.  He can begin to pay attention to the additional  business issues and opportunities that come his way, while enjoying a sustainable sales channel via organic search engines driving the right, targeted business to his site without it costing him for every click.
Targeted traffic, increased income while driving the price of new client acquisitions down and not having to worry about continually feeding the PPC monster – but rather taming it to use when it is most advantageous for his business – without losing business when it runs out of budget or reaches a daily limit.
Both pay per click and organic SEO have a place in businesses media mix.  Laying a long term foundation (SEO) while taking advantage of the users out there today who are looking for your product.  This is also good for local search marketing as well, in order to get your site the attention it needs.
Jessica Faltot
President
Top SEO Marketing, Inc.
www.topseomarketing.com
Dallas  Texas
Specializing in Driving Business Results with SEO | RSEO | Local Search Marketing
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