For many businesses, their advertisements are purely utilitarian: Display your company’s logo, phone number, and a picture somehow related to the work you do. Sign the check, wait for the ad to run, and hope you get a return on your investment. Often, the latter fails to materialize. The business owner becomes discouraged, and often stops running ads altogether – after all, advertising (whether in a printed publication or on the web) is expensive. When budgets are slashed, marketing is often the first line item to be cut.
Fifteen years ago, simply having a website meant your company was ahead of the curve. Many big companies (multinationals, even) gave little thought to their web presence, and people were only beginning to realize the potential of the web as a vehicle for delivering information from company to consumer (and vice versa). But to say things have changed since 1996 would be an understatement.
One highly-deliberated topic is the comparison of search engine optimization (SEO) and paid search, also known as pay per click (PPC). Without choosing sides, we’d like to take a moment to inform you of both marketing options, their general result, and what we think works best in a robust search engine marketing campaign.