With the advent of the internet, marketing has changed vastly. Advertisers must now work in realms such as Search Engine Optimization (SEO) and Paid Per Click (PPC), two internet advertising models used to maximize a website’s viability and relevance, and direct traffic. Typically, it’s all kind of a crash course. You must get creative, play with different strategies and embrace a a consolidated strategy from both different models.


Here are a few quick strategies:


1)      Keyword Identification – Important to both SEO and PPC, keyword identification revolves around keyword lists. Paid search provides a clean environment for identifying search queries used to reach your site. You want to know the right words to use, as these are essentially (using a city as a metaphor for the internet), roads taken to reach your store. If you do not provide the right roads (right keywords), users cannot access your page.

2)      Title and Meta Description – Running AB Ad test description snippets will allow you to see what works and what doesn’t. Essentially, testing out two different models, A and B, and examining the results will show you the answers. Continue on with the experiments, fiddling and being creative with it until you can consistently achieve what you need.

3)      Proof of Content – Worst case scenario is you are putting content out there that people aren’t looking for. Build on a handful of ad groups with highly relevant keywords and ad copy traffic directing to content you want to promote. If the results, or call-to-action, is clear, then you know whether or not you are utilizing potentially viable and valuable content.


The trick to SEO and PPC is to be creative and vigilant. Take the failures as learning lessons and move forward. Thousands of articles are out there, utilize every source, and try to learn from success stories.


You can read more on this topic from Benny Blum.