Where does pay per click marketing fit into the portfolio of Otec Performance Marketing when taking into account that we are search engine optimization specialists?  In truth we are more than just one thing and it is better to describe us as an internet marketing consultant.  Free traffic and paid traffic are both valid marketing tools when used at the right time in the right way.

It is a tough fact of internet life that only the top 10 pages for any given keyword can appear on page one of the search engines.  For very competitive keywords that sometimes have hundreds of millions of pages competing to be in the top 10 the only answer is to bid high enough to be one of the top ten paid ads that will appear on page one.

This in itself is something of a gamble because with PPC you can pay very high per click and get tens of thousands of potential buyers to click your ad.  Then get zero people buy from your internet sales page.  This is not the fault of the PPC system because it is doing what it claims to do: Sending prospective buyers to your website sales page.  When you get hundreds of visitors to your sales page but no buyers it means that your sales page isn’t converting.

It is a fact that more people fail using pay per click than succeed.  The reason for this is probably that your business does not give you sufficient time to learn how to use the system.  The answer is to bring in an internet marketing consultant to guide your campaign.

So when do you need a PPC campaign?  Probably best that we use part of our own business as an example to explain when we use it:

We are internet marketers and pride ourselves that we can place any website we build on to page one in Google in a matter of weeks.  This guarantees that we have a large amount of free traffic visiting our sales pages.  Like anybody else in business we pick some winning campaigns and some that are not quite so good.  Every now and then a campaign takes off with far above average sales.  This tells us that the market is ready, credit card waiting, for this product at this moment.  We know that the market may change in two weeks so we search for hundreds of value for money keywords that will drive visitors to our sales page. 

We carry out a PPC campaign on these new keywords so that we can milk as much from this hot market as possible before demand diminishes.

Another situation that comes to mind is a campaign we carried out for a professional business that wanted a page one presence for the service they provided.  Because they were competing against tens of millions of other web pages for their chosen keyword we knew that it would take us some months to guide their page to the top of the major search engine. 

They didn’t want to wait this long and had a substantial budget to use on PPC campaigns.  They were willing to pay up to $12 per click and this proved too small to bid for a page one ad.  We did a search of alternate keywords and set up a campaign that sent them an average of 10 new clients each month at an average cost per click of below 50 cents per click.

We did eventually get their page on to the first page of Google but they also decided to keep the paid campaign going.

We have in house staff that can find high converting keywords for you that will cost as low as five cents a click when sometimes the business immediately above you can be paying $10 or more for the same keyword.  We have staff trained in finding cost effective campaigns to suit your business.

It is this ability to be flexible in our approach to either pay per click or free traffic optimization that ensures Otec Performance Marketing remains at the peak of their profession.