Marketing Profs

Hitting the Pay-Per-Click Plateau

Did you start to abandon your natural search efforts, which gained your site favorable placement in a Google search, when pay-per-click advertising seemed to offer better results? It's not uncommon. And if you no longer have a balanced mix, Tom Lindmeier says it's time to reexamine the strategic implications. "Paid search is the fast and easy way to quickly ramp up your business," he writes, "but you can quickly reach a ceiling where your ROI is maxed out and efficiency gains are difficult to accomplish."

Increasing your commitment to a natural search strategy comes with potential pitfalls, though, so take some of Lindmeier's advice before diving in. Here's a sampling:

• Consider the marketing dollars you spend as an investment in infrastructure. The ROI from acquired customers will be ongoing, rather than immediate.
• Don't let IT run the show. You need a good writer who is well versed in your product line, and able to weave keyword-optimized metadata into compelling copy.

The Po!nt: As your business evolves from a start-up to an established concern, it's only natural to increase your reliance on paid search. "In most cases, this is the right decision because it's the best strategy for quickly gaining new business," says Lindmeier. "But now may be the time to go back to an emphasis on natural search optimization, cash in on the incremental gains and invest in the long-term viability of your business."

Source: Tom Lindmeier's Blog @ MarketPlanB. Click here for the post.

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