Paying for pay for click when you have editorial SEO results

I am often asked the question, should my company use pay for click advertising if we have high editorial SEO results?

While organic results can bring you more traffic and higher conversion rates, if you do have the budget, running PPC campaigns for your highest converting keywords can get you even more conversions. Backbone Media typically recommends to our clients to run pay per click campaigns when they first launch a website domain name. It’s the fastest way to get top rankings. And if your site suffers from the Google Sandbox effect (Google puts some new websites on ice for about three months when they first launch) it’s a good way to get traffic while you are waiting for Google to give you a higher ranking.

Some marketer’s have also found that overall conversion rates or both editorial listings and PPC listing improve when a site has both organic and PPC on a web results page. Your goal should be to reduce your overall budget as you achieve higher results in the editorial listings, however it’s still important to review your conversion rates. After all that’s the goal of any Internet marketing strategy, getting more conversions.