The Advantages And Disadvantages Of Search Engine Optimisation

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Many webmasters believe that Search Engine Optimisation (SEO) is the only way to receive more traffic and do business online. There has been so much buzz around the term SEO, it is hard to believe that there is any other, perhaps faster, route to online success. While SEO deals with an important aspect i.e. improving the customer experience with relevant high-quality content, clean layout, and intuitive navigation, there are other things such as Search Engine Marketing (SEM), Pay-per-click (PPC) marketing, Cost per thousand (CPM) etc. that webmasters can consider to attract more visitors to their websites.

These marketing strategies can maximise the impact they receive out of the SEO efforts, since they will be able to retain the customer
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Then, they bid the maximum amount they are willing to pay for a given ad spot. This is all carried out at a private auction held by the publisher network.

If the ad spot is a part of the search results, all of the bids that target the keywords, in the search query, are compared against one another and the winning bid is displayed in the search results. Many programs also use the PPC model to determine contextual ads in a similar fashion.

One of the biggest advantages of PPC marketing is that it is cost-efficient since the advertiser only pays if he receives traffic, through the click, to his website. However, the drawback of PPC marketing is that the advertiser also has to pay for false clicks generated by automated systems or competitors.

To get the maximum out of a Pay-per-click advertising campaign, it is advisable to create great landing pages with relevant content. Since the visitor has the option to leave after he clicks on the link, an advertiser stands to lose the money he has invested if he is unable to make a sale and gain from the incoming
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They can also step in to guide the advertiser to select the right keywords and perfect the landing pages for their PPC campaigns.

Cost Per Mille (CPM)
Cost-per-mille (CPM) impression is a way of measuring the amount of money that an advertising company has to pay to a publisher per thousand views of their ads. The M in CPM denotes 1,000 in Roman numeral terms since mille stands for one thousand in Italian, French, and latin. It is one of the most common methods of pricing ads on the internet. CPM is calculated by dividing the cost of an ad placement by the number of expressions (in thousands) it generates.

Click-through Rate (CTR) plays an important role in CPM campaigns since it denotes the number of visitors that clicked on the advertisement and visited the advertiser’s landing page out of the thousand that viewed the advertisement.

The importance of creating great advertisements to grab the attention of customers cannot be denied for the success of a CPM campaigns. If only a few visitors actually click on the advertisement, the advertiser may not be able to justify the expenses incurred for CPM advertising. Another important thing is to have the right landing page design to make sure that the visitor does not leave the website without doing what the advertiser wants him do i.e. make a purchase, sign up to a newsletter,
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