What we want to do this time is take a step back and speak on a totally different topic that many may not realize is actually tied to Guest Posting and SEO: Pay Per Click (abbreviated as PPC) and Google Adwords. The majority of entrepreneurs involved in SEO and Do It Yourself’ers (we fall into this category) neglect this part of solid SEO which, even though it does mean making an investment upfront, could very well end up lowering your costs over the long haul.
The key to this is that you really do need to have the right mindset about SEO. You need to realize that SEO itself is a process of investing in advertising for your business. This is not something you can approach in a ‘set it and forget it’ type of way and expect everything to be solved. It’s not that much different than running Facebook ads.
You wouldn’t run an ad of that type for a single week, you would run it for a minimum of months and, usually, run it for years as a way to invest in your business via advertising. Article Marketing, Guest Posting and SEO as a whole need to be approached that same way – as long term investments for advertising your business. All right, that’s enough of the soap box, let’s dig into the real meat here.
Pay Per Click and Adwords
Pay Per Click is a type of advertising that a lot of folks are terrified of because they have heard scary stories about the kind of costs it could incur. To a certain degree, it is smart to exercise a little caution when it comes to something like Adwords. A few years back, this really wasn’t a problem.
Nearly anyone who wanted to could run a campaign and find some success in doing so. While the technical elements are still the same, these days the clicks cost a good deal more than they would have in the past. That means that stitching together a rapid campaign is fairly simple to pull off, but doing things this way might not be so good on your pocket book.
A huge number of tools have been released since last year and a half or so and these can perform some impressive tricks for your Adwords campaigns. These tools are all about lowering your costs and helping you actually profit from the campaigns you decide to run. In truth, the average person will struggle more to do exactly that these days and usually, if you are determined to succeed, having special software and the right tools is going to be necessary.
Still, we didn’t write this post to talk about how to set up an Adwords campaign you can profit from – quite the opposite, actually – the profitability of the campaigns is not what interests us.
Do we have your attention? Excellent! Let me explain this further.
Search Engine Optimization and PPC
If there is a terrific benefit that Adwords offers you it is that the feedback it gives you is virtually realtime. Right off the bat you are going to be able to see if impressions are happening, whether clicks are taking place and, basically, whether the keyword you are using is any good and it’s all nearly instantaneous.
Search Engine Optimization, however, is almost totally the opposite of this. It is not uncommon for a person to need between 60 and 90 days of serious, consistent effort to see a keyword reach #1 or even in the top 5 and even then, you may learn that it is a keyword that just doesn’t convert (wonder how we know? we’ve actually had this happen ourselves, folks!).
I am not trying to say that you need to have a tool made to do this task. Those who want to learn which keywords are worth going after would be smart to spend $100 or even $200 for an Adwords campaign that acts as “recon”. The whole point of a campaign like this is to figure out which keywords are actually worthy based on which actually lead to visitors BUYING something from you.
One approach would be to have the same ad text for each keyword and try out several different keywords in your campaign that you are tracking separately via your buy page using the tool for conversion tracking offered by Google Analytics (or you could use a different tool if you prefer).
It’s important that the tracking you do be at the keyword level or the campaign won’t provide much useful information. The point of this is that you want to “discover” which keywords will convert to actual sales and which are a bust. You might just end up being shocked at the results you find and what you learn can and should alter the way you approach the SEO work you do for your site.
Sometimes you may use what you learn to switch strategies and sometimes you might decide it’s time to give up on a project. It might at first feel like you wasted the $100 or $200 on that campaign, the truth is that you just eliminated month after month of effort and money you’d have wasted trying to find that same information out the hard way.
Adwords and professional service
We do not recommend that everyone take this approach. For those that have zero experience using Adwords, it might be smarter to hire an SEO services provider that can run your campaign for you. Do remember, though, that the majority of SEO companies prefer not to do something like this – they will likely charge a fee for setup so that they can avoid having to do these types of one-time-only campaigns. That means you may have to ask around to find a company that will help.
Adwords is not for those who spook easily, but there are some very powerful benefits that outweigh the costs. When you focus your SEO efforts on a precision group of keywords you’ve proven can “convert” then you cut your SEO costs by quite a lot and that means your monthly SEO budget can get “in the black” a lot faster. You will have given yourself a key advantage in knowing which keywords are worth investing in and which are best to avoid – it’s a bit like having the ability to predict the future. The next step is go achieve the rankings you’re after with sustained SEO efforts and consistent guest posting.