It’s a fairly common narrative: our client XYZ Co. starts up a PPC program while waiting for their search engine optimization (SEO) to kick in …typically following a website redo. Once they see their results-page ranking move up to acceptable levels, we can expect to get the plaintive question: “Can’t we stop spending on PPC now?” (Sometimes the thought has been planted by a certain segment of SEO houses, who trumpet those savings as much of the payback that justifies their fees.)
As professional Web marketing consultants, we would advise “no”, in most cases. So does Kevin Lee, in his thoughtful ClickZ piece, “Is organic search enough?”; in fact, he says that “pulling PPC ads after achieving high organic position may, in fact, be a very bad idea.”
There are a number of reasons for this. For one thing, [Read more...]
