Selling SEO Projects Against PPC Campaigns - Search Engine WatchTopic: news -
It should be noted that highly experienced SEOs can scope some of these factors out and give some shape to the campaign’s potential return, but it’s much harder than in the PPC world, and the accuracy will be lower. Over time, you can count on PPC profits to shrink, as those who are willing to take lower margins spend more, and those who see brand benefits become willing to lose money on their campaigns (when measured in a direct response model). Some argue that being in the top spot in the natural search results for key trophy terms tends to have a high degree of brand value too. The argument is that many users simply assume that it’s in the top position because it’s the best, or at least one of the best. You can always focus management on the compromise — get some instant gratification with a (smaller) PPC campaign, and invest in the future of your business by investing in SEO.
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