Posts Tagged ‘paid advertisements’

Where Does My Content Go?

Written by Amanda on . Posted in Search Science, SEO

Content is key but what’s the point of it if you’re not reaching your audience? You can’t just write content and hope it gets found, you have to promote it. You need to push your content onto the screens of your audience and potential customers and this is accomplished with content distribution.

Content distribution is more than just sharing a link or posting on social media. It consists of three main categories: paid media, owned media and earned media. While you may use one way more than the others, together they can be very effective.

1) Paid Media:

This category distributes your content to a targeted, paid audience. It is a way of advertising to a bigger audience, rather than to just the people who already know or follow you. Examples of paid media are display ads, paid search or sponsorships. Why use it? You can use paid media to advertise to a targeted audience on the channels they’re already using. When you’re just starting out, paid advertisements can be very beneficial to boosting brand awareness and sales.

2) Owned Media:

Any media that you can control is owned media. This is the content that you post on your own platforms like your blog, your social media account or your website. You can control this because you know when it’s posted, you can edit it, you can delete it — you may not have these options on another platform. Why use it? You should use a platform that you own, like your website, to publish your content. When you do this, you can always refer back to your own website through advertisements. You will be driving traffic to your site and possibly create conversions.

3) Earned Media: 

When a customer, a friend or any one else posts something about your business or shares your content, that is earned media. This can also be when someone in your industry takes notice and endorses you (PR). It is essentially word of mouth curation. Why use it? When a customer vouches for your business, it builds credibility. The customer is showing others that they can trust your business. This trust leads to new customers.

Content distribution is an important part of marketing. Creating quality content will help your business organically through SEO efforts, but actually promoting that content will show results faster. Your beautiful, new website deserves to be seen!

SEO vs PPC

Written by Amanda on . Posted in PPC Management, SEO

Did you know that 85% of internet users will use a search engine first when looking for products or services? And 95% of those users don’t look past the first three search results pages. This is why you want your business to be on the first page — and even better — on top! It’s possible to be on the front page of a search engine like Google. There’s two ways to get there: Search Engine Optimization (SEO) and Pay Per Click (PPC). SEO is done organically, takes longer to see results but is longer lasting; PPC is a paid advertisement and results are seen immediately, but can disappear when the promotion ends.  
                              SEO

PPC

Organic, natural Contrived
Long lasting Lasts as long as budget
Appears slowly over time Appears immediately
Requires a length of time for effect                Can be as short as one day and still effect
  Let’s talk about some other key differences. These include position, results and price.

Position:

SEO and PPC cause your website to land in different position on search engine result pages. Search results effected by SEO will show up in the main body of the results page. The better the webpage is optimized for SEO, the higher it will be in the rankings. SEO results can include all webpages that the search engine thinks is relatable. On the other hand, PPC listings are displayed on the top of the results page as “sponsored links.” PPC targets a certain audience based on different categories specified when building the ad.

Results:

With an SEO campaign, it may take several months for a website to show higher up in search results. However, this means that there can be continuous traffic over a longer period of time. PPC campaigns show immediately, which can result in an immediate boost in traffic. However, once the campaign is stopped and the budget is removed, the search result is removed.

Price:

For SEO campaigns, there are no associated costs. These are done organically. The only costs you’d incur are if you hired an agency or an employee to do it for you. For PPC, there is an ongoing price per click. You can set this price when building the ad. The greater your budget, the more traffic you will receive. You don’t pay anything to show the ad, you only pay whenever someone clicks your link. Both campaigns can be a great way to build your business.