Earlier today we discussed the benefits of promoting your website online and making sure you rank high in search engines for keywords that are relevant to your company. This is obviously good for traffic and gaining new customers but as we mentioned before it can also help with your branding efforts since the customers you are interested in most (the ones searching for relevant terms) are exposed to your brand.
However the process of getting your website ranking high with search engines is not an easy task and can take a very long time to gain results. While the return on investment on these efforts can be high, sometimes companies simply can’t afford the wait and are willing to pay more for faster results.
There is a faster more straight forward method for gaining search engine traffic and that is by running a pay per click campaign. This allows you to pay the search engines for the right to appear at the top of the results for your term and you are charged depending on how many customers actually clicked on your ad. Many companies run pay per click campaigns in addition to search engine optimization either to gain even more traffic than one method can bring in alone or to benefit from the branding effects of appearing twice on the same page for a search result.
