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Increase Roi By Relying On PPC To Optimize Your Search Engine Positioning

May 10, 2008
Everyone related to the online world knows that the website owners try to improve their search engine positioning so that the rank on search engines will lead to better revenues due to higher sales of their products and service. The reason one seeks out optimal search engine positioning is because it has the potential to bring in more visitors. Repeat visitors are the ones most prized because hopefully they bring in repeat business and more money for you.

This is why PPC engines (particularly secondary engines) will help you formulate the right type of campaign strategy so that natural engines will help you get your best ROI (return on investment) that you can. But to maximize your ROI, you need to understand which correct search terms are the most commonly used for searching. This is where tools come in.

Search tools can help you figure out what Internet searchers need to know nowadays based on what search terms they usually use. But search tools have one drawback - they cannot inform you how to make those search terms raise traffic (or number of visitors) to your site. And the search tools cannot help you earn great conversion rates so that your SEO efforts pay off big time. That is up to you.

True, you will need to infuse more time into your search engine positioning schedule to make room for testing out search terms on your preferred PPC engine. But in the end, you can get better conversion rates as traffic to your site goes up.

There are certain PPC engines which will permit you to actually find out which search terms are producing great conversion rates and by how much. However, these engines can be rather expensive so you may want a cheaper alternative - the secondary engines.

The secondary engines can help you test out which keywords will produce top ranking on their pay-per-click engines, compared to a lower ranking on the major search engines. Thus, a keyword which ranks just #5 on a search engine will get #1 ranking on the secondary search engines. It also happens to be less expensive to rank on secondary search engines.

To get your best ROI, you have to estimate how much you stand to earn if you manage to convert each of your hits into actual sales (which is the whole point of this entire process actually.) You know your search engine positioning campaign was really worthwhile if you earn enough from it to recoup your investment and earn sizeable profits as well within three to six months. The rate that will determine this is the sales-per-click ratio, or how many clicks will produce how many sales for you.

Though content will help you gain an improved ranking on natural engines, your search engine positioning campaign is also important for giving you additional sales daily. And this is where the process becomes a tad difficult to assess, because you cannot force an Internet searcher to buy from you unless he really wants to. This factor falls in the realm of psychology rather than computer science - meaning, no computer or software can adequately predict this part for you.

At best, you can guess. The ranking you get per search phrase you used can help you make forecasts but you really need to use your own gut feel to figure this part out. You have to ask yourself intelligent questions like:

a) which websites would be likely to use the search phrase I am considering;

b) who are the people most likely to use that search phrase; and

c) why do they need that search phrase? This gives you a rough idea of how to brainstorm search phrases to use.

You may then test out your preferred search phrase on the PPC engines. That then gives you the numbers you need to make educated decisions rather than simply base them on guesswork.

Do not think though that a search engine positioning campaign is limited to raising your ROI by employing the PPC engines. Actually, there are other ways to apply knowledge about PPC engines. One way is to constantly measure sales levels as you do search phrase testing. When the PPC promotion happens to create more revenue than the investment you infused into it, then this promotion is worth your while and you should continue doing it. Yes, the PPC engines will help you test out search phrases but they can also help you find new leads and hike your revenue levels if you know how to apply what you know.

You should try exploring the territory and figure out how many PPC engines can be found online. You should then explore how you can employ these for your own purposes. There are, of course, PPC engines that give better results than others so you may want to choose quality over quantity (even when the search phrase testing has culminated.)

There are many PPC engines out there. We've researched a number of them and posted the ones that have produced the highest ROI for our clients on our PPC Engines page. These are the engines that we have found are worth sticking with once any testing phase is complete. In the case of the primary engines (Google and Overture) you will have to use your discretion based on the cost-per-click to determine whether they are worth testing or advertising on.
About the Author
Moe Tamani is a consultant with Dallas based Internet Marketing Company specializing in Organic SEO.
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