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Pay-Per-Click Search Engine Advertising

  • Is Your Budget Unlimited? If you answered “Yes,” then Pay-Per-Click advertising might be for you. For the rest of you who don’t have tens of thousands of dollars a month to spend on online advertising, this costly method of forwarding traffic to your website could break the bank long before you see the results you desire.
  • How Does It Work? With most pay-per-click search engines, you give them a “balance,” which they hold in escrow. They then deduct from that balance each time someone clicks on a link from their search engine to your website. The amount deducted is your “bid” for a given search term, as described below.
  • How Much Does It Cost? Here’s where it becomes ambiguous. It could cost as much as you want it to cost. The higher the balance, theoretically, the more traffic you will get to your website, because your search listing will be shown more. But there’s a catch – for each search term that you choose, you must place a “bid” on that term. So, let’s say you’re a criminal defense attorney in New York, and you’d like your listing to appear atop the pay-per-click section of a major search engine, under the words “New York Criminal Defense Attorney.” At present, that bid is $22.81. That means each time someone (customer or competitor!) clicks on your link to visit your website, $22.81 is deducted from your balance. That adds up quickly.
  • What Happens if You’re Outbid? Any competitor can outbid you on any search term at any time. They then would be listed on top of you under that particular search term. In fact, competition is extremely fierce, and you likely will be outbid many times each day.
  • This Sounds Like a Lot of Work! It is. You have to constantly monitor your listings and positioning, because your competition sure is. And, there’s always a danger of getting into a “bidding war” and letting your competitive nature get the better of you. We’ve seen bids on search terms that are nowhere near where they should be – or where they make advertising sense – because two or three firms have jacked up their bids in an attempt to one-up their competitors.
  • Fringe Benefits? If you launch and maintain a substantive pay-per-click advertising campaign with a search engine, surely they give you preferential treatment in the “organic” – or free – part of the search engine, right? WRONG. Pay-per-click campaigns have no effect whatsoever on organic placement. If you run out of funds – your firm’s listing disappears. Period.

AVERAGE COST: Our clients tell us they have spent THOUSANDS per month – in most cases, receiving minimal results. Organic SEO

  • No Pay-Per-Click Charge: We work diligently to get your firm prominently indexed, organically, atop all three major search engines – Google, Yahoo and BING, under search terms directly related to your business. These are the most desired “locations” on the Internet! We do not charge per search engine – placement in all three engines is included in our low, monthly SEO rate. You never have to worry about running out of money on your “balance,” and we work to get you as many clicks as possible!
  • Will My Listings Disappear? Unlike pay-per-click campaigns that hold a balance and deduct “by the click,” organic SEO is completely different. Your monthly charge is for our work in getting – and maintaining – favorable rankings for your website with the top search engines in the organic section, using a myriad of search-engine-friendly techniques.
  • How Am I Saving Money Going “Organic?” Our average monthly charge is laughable compared to what some pay for PPC campaigns. Our clients have claimed that they have gone through as much as $1,500 in as little as a day or two with pay-per-click advertising campaigns with major search engines. What about the other 28-29 days of the month? When that balance runs out, the listing disappears – and won’t reappear until and unless more money is added.