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Pay Per Click Search Engine Marketing vs. Organic Search Engine Marketing  by Dynamic Digital Advertising

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The Pay Per Click Alternative

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In 2005, 81%, or $4.70 billion of the total $5.75 billion spent on search engine marketing was spent on Pay Per Click Search Engine Marketing. PPC programs as a whole cost more than Organic Search Engine Optimization programs because the cost of keyword acquisition and cost per click climb as competition continues to increase. There are also additional costs for management services and management software as well as wastage commonly attributed to rampant click fraud. Only $1.05 billion of the $5.75 billion dollars spent on search engine marketing last year was spent on organic search engine optimization. The cost overall of an organic SEO program from Dynamic Digital Advertising is lesser than PPC programs because there is only an initial fee and a nominal monthly fee that keeps your website optimized for the major search engines. There is no continued cost for every click made onto a link to your website; all advertising achieved after the initial optimization is free. DDA’s search engine optimization programs are available for as little as $129 per month.
Search patterns reveal that less search engine users visit pay per click advertising sites than visit organic sites. In fact 4 out of 5 search engine users report that they never click on PPC results. 70% of search engine users report visiting organic listings daily. Reaching the top of the search results pages with the expertise of Dynamic Digital Advertising’s organic search engine optimization plan is crucial because an eye tracking study showed that 50% of search engine users choose to visit websites that appear in the top organic results.
Keywords Keyword pricing begins at $.05 but the average cost for a top keyword exceeds $3.30. Keyword costs increase at least 20% a year. One survey reported that 57% of respondents felt that they were paying too much for their chosen keywords and keyword phrases. There is no cost for keywords in organic search engine optimization campaigns. Dynamic Digital Advertising’s organic SEO plan begins with extensive keyword research that helps determine what words are most relevant to the advertiser’s product. Then, keyword-rich content is developed in order to deliver the traffic they want to make conversions. This is followed by ongoing optimization of the websites code, structure, pages, titles, descriptions, links, etc. to perpetually enhance and focus search engine ranking results.
Click-through rate Further complicating the reduced click through rates of PPC I when compared to organic search engine optimization, the overall conversion rate at the website is 3 times less than that of unpaid listings. Also, with the high cost of top keywords, many advertisers are paying more than $5 per click through and sometimes as much as $150 per visitor. Because there is much more potential targeted traffic through organic listings than through paid ads, there is a greater opportunity for converting traffic into customers. Additionally, organic click through rates are 3 times more than paid listings. The conversion rate for organic listings is also 17% higher than paid listings.
ROI Only 11% of advertisers report achieving a higher ROI through a Pay Per Click Advertising Program than an Organic Search Engine Optimization program. Organic listings generate a higher ROI than PPC programs. Trends show that more sales result from organic search engine listings than paid sites, meaning that advertisers get more for their money when working with a talented organic search engine optimization company like DDA.
Long term results There is little or no long term results in PPC programs. Pay Per Click Programs can earn an advertiser an immediate boost in results but as soon as the budget runs out or the campaign ends the results stop. Advertisers with organic search engine optimization plans developed by DDA will reap the rewards of long term results. Through continual optimization for the search engines, websites designed through organic SEO continue to climb the search results rankings and generate more traffic long after their program has begun.
Search Engine Marketing Firms Many marketing firms perform PPC services with management starter programs initially costing around $300 and then with a minimum of $500-1000 per month. Dynamic Digital Advertising is a website design and development company that has specialized in organic SEO since 1996. We can help an advertiser achieve their goal to drive driving significantly more targeted traffic to their website which will result in more conversions and a higher ROI.
Relevance 72.3% of search engine users report feeling that Google’s organic listings are more relevant than their paid listings. Only 20% of search engine users will view a paid listing. 86% of search engine users report they feel organic listings are more relevant than paid listings. DDA optimizes a website for maximum relevancy through extensive keyword research and keyword-rich content development that drives a website straight to the top of search engine results pages.
Fraud 3 out of 4 advertisers are victims of click fraud, where clicks onto links are perpetrated by an advertiser’s competitor to deplete the advertiser’s marketing budget. Estimates are that click fraud accounts for 15-30% of all click throughs. SEO companies employ “black hat” techniques like link farms, shadow domains, hidden text or doorway pages to drive traffic to websites. These questionable techniques can get a website delisted by the major search engines. At Dynamic Digital Advertising, there is no risk of being penalized by a search engine. DDA never has used and will never use “black hat” techniques.
Management Management services are absolutely crucial in handling a PPC campaign. PPC Management includes keyword research, bid management and tracking. After the implementation of a PPC program, management only continues until the budget is exhausted. Management by Dynamic Digital Advertising starts with extensive keyword research and then continues indefinitely to keep your website optimized for the search engines. We recognize that search engine. Logic is constantly changing and we move with the tides to keep your website in the top search results positions. DDA also provides at least 3 robust reporting systems to continually provide clients with information about our efforts, your search engine ranking and your websites results.
Trust 66% of customers report that they distrust paid advertisements. An additional 29% of search engine users report being annoyed by PPC ads. 86% of search engine users report that they trust organic search results over paid results. At DDA we respect search engine users and want to keep their trust, so we optimize an advertiser’s site to maximum relevancy so that search engine users find the product or information they want and become a customer.

1. Are Corporate Websites Optimized for SEO? by Paul Bruemmer, 2005
2. Emarketer, 2003
3. iProspect, Survery Sampling International, Websurveyor, and Strategem Research, April 2004
4. Marketing Sherpa, August 2005
5. The iProspect Search Engine User Behavior Study, April 2006
6. Outsell Report


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Through our proprietary 14 step process, Dynamic Digital Advertising has developed websites that help companies achieve first page search engine results in major search engines like Google, Yahoo and MSN. Located in Philadelphia, this custom website design and development company utilizes such services as keyword research, content development, organic search engine optimization and search engine marketing. The end result is a website that is contextually powerful and visually engaging. This earns trust from website visitors and converts them into consumers.
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Dynamic Digital Advertising, a premier graphic design firm, offers the most complete catalog of marketing and promotional services in the country. Through superior graphic design of logos or products, to providing high end trade show graphics or branding, DDA can enhance your company’s corporate identity. Clients can choose from an array of materials that are excellent tools to skyrocket your company’s presence at trade shows. DDA can utilize its full range of graphic design tools to create products like interactive CD-ROM’s or DVD’s or trade show design services for trade show displays, booths, banners, videos, and more.
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