Once you have a great web site it’s time to make your site work for you. Online advertising and site promotion is one of the most cost effective ways to promote your business.
Online promotion of your site can be broken down in to two parts:
- SEO (Search Engine Optimization)
- PPC (Pay Per Click)
Search Engine Optimization
SEO involves increasing the ranking of your site versus your competitors that are targeting the same keywords as you are. These are the listings that you see on the left side of your browser when performing a search.
This is an important part of increasing your sites visibility and increasing your traffic. High results in SEO are not achieved overnight. This is a process that can take months to achieve a favorable placement ranking (showing up at the top 3-4 of a search result).
As your ranking increases using SEO your PPC costs will go down, or be eliminated all together. This is a great long term investment in your company and advertising strategy.
Pay Per Click Advertising
PPC Advertising is an excellent way to get traffic to your site immediately. As the name implies, you pay each time a potential customer clicks on a link to your site. These are the listings that you see on the right side of your browser when performing a search. They are in the section labeled “Sponsored Search” and sometimes have a shaded background.
Your ad may show up 1000 times, but you only pay when a potential customer clicks on your site link and is taken to your site.The amount you pay for each click varies depending on the keywords you are bidding on and your competitors’ bids. We will not be able to determine the cost per click until we start your campaign. A general range is $.50 to $3.00 per click.
Managing PPC campaigns is a service offered by White Web Services. This involves creating campaigns, researching and selecting keywords appropriate for your business and target market, and creating ad copy that will attract visitors to go to your site over your competitors. You can get more information about general pricing below.
In this day and age it is highly recommended that you allocate a large portion of your advertising budget towards online advertising and site promotion. More people go to the internet, when it comes to finding services, than have ever before and that percentage continues to grow.
Online advertising and site promotion will help grow your business in a very cost effective way. Once you determine how much you want to spend towards your online marketing efforts you can use the following pricing guide to help you further allocate your budget.
- SEO - $60 per hour (recommended 4-10+ hours per month)
- PPC Campaign Management Fee - $100 per month + 10% of Ad Budget
- Ad Budget - $200-$2000+ per month
- This budget will be allocated among Google Adwords and Yahoo Search Marketing and distributed evenly by 30 days
- Ad Budgets under $500 will be spent on only one search engine (Google or Yahoo)
- Example 1 – $500 monthly ad budget – $50(10% Fee) = $450 ---> $450 / 30 days = $15 per day towards PPC Ad purchases
- Example 2 – $2000 monthly ad budget – $200(10% Fee) = $1800 ---> $1800 / 30 days = $60 per day towards PPC Ad purchases
IMPORTANT: It is best to set your Ad Budget as high as possible to start off. We will meet on a monthly basis to determine an appropriate Ad Budget for the following month based on data from the previous month. Any funds from the Ad Budget not spent directly on ads will be a credit towards the next months Ad Budget.
SEO is a long term strategy that achieves greater benefits over time. As the effects of your SEO investment start to show a high return, (by giving you natural high placement when users search) your need for PPC Advertising will decrease and your overall advertising expense will also decrease.
You must determine a strategy that works for your business and your growth goals. White Web Services will be happy to assist you in developing a strategy that works best for you.
Now that you know a little about how promoting your website works you’re likely to have many questions. Contact Us to discuss your options and have your questions answered today.