SEO is the organic results in the search engines but this can be complemented by paid for campaigns. These can be very effective in driving traffic to your website.
Paid for Campaigns
• PPC such as Adwords, Facebook, YouTube
• Banner Advertising and Sponsorships
• Lots of control
• Not as trusted
Paid for traffic is where you pay for someone to direct traffic to you, such as Pay Per Click campaigns on Search Engines, Facebook or YouTube. Banner advertising and sponsorships are also forms of paid traffic. Paid media directs traffic to something of interest, either your website, a video, game or survey. Paid Media gives you a lot of control through ads, you can design ads that are attractive to your target audience and use language that will appeal to your demographic to improve your chances of click-throughs. However many people are savvy about this kind of paid media, therefore, it has less credibility and ‘banner blindness’ has meant response rates on banner advertising have declined in recent years.
SEM/PPC (Pay Per Click)
• It does what it says on the tin – pay per click
• Quick results
• Control over landing pages and adverts
PPC (Pay per click) applies to the search engine results where the ads will come up as sponsored links at the top or the side of the search result page, or it can apply to blogs and other sites that are part of the ad network, you tube and even Facebook.
The way it works is you bid an amount for your ad to be displayed when searches are performed for a certain keyword, the more competitive the keyword the higher the bid, if your site is being displayed on the ad network they will place your ad on sites they feel are relevant to the keywords you have chosen.
To get the best results you can improve your ads, specify negative keywords that you do not want the ads to come up for but are related to your original keywords, and improve the quality of your landing pages. This will improve your quality score meaning your money will go further. Pay per click is quick and guaranteed as you only pay for the clicks through to your site and can be up and running very quickly.
With organic search you are relying on the search engine to choose the best page on your site for the keyword whereas with Pay Per Click you have more control and can specify the page you want people to land on that will convert the best. Many people set up landing pages that are not indexed by the search engines and will only come up through PPC.
You can encourage people to click through to your site using PPC as you can design your ad to be appealing to your target audience, this may change depending on the keyword.
Adwords are very strict over certain keywords or claims (such as cure for arthritis, advice for sufferers etc) as you cannot always verify the claim, many pharmaceutical keywords are heavily regulated not just from the healthcare industry but also by Google, therefore, getting suitable keywords can be very difficult.
• Banner adverts can be seen all over the web
• You can generate traffic by paying for your site to be advertised on other popular pages
Banner advertising is a form of paid media where you will pay for your banner to be displayed on another website, this banner will then click through to your website.
You can either pay an upfront fee to the host website or you can pay per click or number of page impressions. Banner advertising can be good for brand awareness of a new site, service or product as well as traffic generation and if you use a very popular site can get a lot of new traffic.
It can be difficult finding a site you want to advertise on as it should be product specific, and some pharma and healthcare products may not be suitable on consumer-based sites and forums.