By Pettrina Keogh – Digital marketing and sales tactics grow exponentially as new platforms, tools and ideas pop-up daily. It can be overwhelming to keep track of what your next best marketing move should be – especially when you’re wearing many hats at any given time.
We already addressed the importance of local listings on both Google and Bing, covering why local search is important and how to make sure your listings are up-to-date. We also talked about the importance of a website, why it’s the heart of online inbound marketing strategy and gave advice from other Xerox Channel Partners on how to build a great one.
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Recently we discussed the basics of Search Engine Optimization (SEO) and the benefits of being found organically in search results. Now we’re touching on Pay-Per-Click advertising (PPC), also known as Search Engine Marketing (SEM) and how it helps boost visibility and drive awareness and demand online.
Where does your PPC ad show up?
On Google and Bing, the first few spots are paid ads followed by local listings and then organic search results obtained through SEO. The top page placement makes PPC attractive, powerful and depending on the placement and keyword you’re looking to rank for, can be more or less expensive.
side by side comparison of Bing and Google search ads
The difference between SEO and SEM
Whilst SEO is a long-term strategy. SEM, by contrast, can be instant gratification. It’s more expensive with quicker results. But when done without purpose, it’s a gamble – not in the favor of a novice.
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