This is a guest contribution from Nicholas Whitmore, freelance journalist and website content editor.copy
With search engine traffic becoming increasingly difficult to rely on, it’s important for bloggers, like you, to think of different ways to drive people to your website. After all, there’s no point in blogging if no one is going to read what you write, right?
One question I’m asked a lot is whether PPC traffic is a viable alternative to organic search engine traffic, from the point of view of a blogger. It’s something I’ve looked into, experimented with and drawn my own conclusions about.
It’s not free
You didn’t need me to tell you that PPC traffic isn’t free, but I wanted to get it out of the way.
The main different between PPC and SEO is that you pay on a cost per click (CPC) or cost per mile (CPM) basis. Whereas organic traffic is served on a golden platter to your website completely free of charge, PPC traffic costs you real money.
The fact it costs money isn’t a problem in itself. Hundreds of thousands of websites use PPC, so it is definitely worth it in a lot of situations.
A few merits of PPC
Some people point blank refuse to use PPC because they don’t like the idea of paying per click or impression. Each to their own – but here are a few reasons you might consider using PPC advertising for your blog:
- Instant traffic: As soon as your site goes online you can drive traffic to it. Whereas organic traffic can take months to arrive, PPC traffic is nigh on instant.
- Turn it on off like a tap: Going on holiday? No problem! Pause your PPC campaigns and you can pick up where you left off when you get home. You can’t do that with SEO.
- Highly targeted: Depending on the campaign settings you choose, PPC traffic can be just as targeted as organic traffic if using search networks on Bing or Google.
- Control: You’ve got control over loads of factors including ad copy, landing pages visitors are directed to and more – it’s a great way to split test pages on your site and optimise them for conversions.
- You’re billed after the traffic is received: If you’re really good at what you do, you can maintain a positive cash flow from day one – providing you make more money than you pay in costs.
Return on Investment (ROI)
Some bloggers I know cram their