Don’t Rule Out Pay-Per-Click

July 25, 2011

It was once thought search engine marketing (SEM) and search engine optimization (SEO) were strategies that should work independently of each other. But what marketers have come to realize is when combined, SEM + SEO make for one powerful tool.

Pay-per-click (PPC) strategies are an integral part of SEM. In addition to the “organic” search returns generated by your SEO strategy, “sponsored listings” are purchased via a Keyword bidding process. These are the ads at the top and side of organic search results. But why would you use a PPC ad? In addition to advertising a product or service, PPC ads can also be used:

  • When organic SEO is not driving the desired amount of traffic to your website.
  • When your top Keywords are too competitive for organic search to deliver satisfactory traffic to your website.
  • To test the popularity of different keywords via click-through conversion. The resulting data can be used to help bolster your SEO efforts.
  • To create immediate awareness of a new facility, product or service. You might try a PPC campaign when you need immediate visibility and don’t have the time for organic SEO to take its course.
  • To generate campaign- or issue-based traffic. You might try a PPC strategy in the event that you want to create additional visibility for yourself as an expert resource on a timely topic such as a product recall.
  • To boost employee recruiting efforts.


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.