Traditional organic Search Engine Marketing skills clinch major Pay Per Click win for Vertical Leap (26/04/07)

Vertical Leap added another win to its growing of Pay Per Click (PPC) clients yesterday, and in what is becoming an increasing trend, the deal clicncher was the company’s proven track-record in organic search engine marketing.

Traditionally Pay Per Click and Organic Search Engine Optimisation have been regarded as complete opposites. Pay Per Click, or sponsored links, is, after all, advertising, which depends on hard cash being paid to maintain positioning. Organic search engine marketing is more akin to PR and campaigns rankings in the natural, unpaid for search engine results.

But as search engines continue to evolve their algorithms, or the assessment they apply to PPC campaigns, search engine marketing expertise is increasingly crucial in the management of paid for campaign to achieve better results.

For instance in a radical new development, Google recently added landing pages to its Quality Score, or its overall scoring system, which measures the worth of a PPC Adwords campaign and thus its all important positioning and keyword bid rate.

Landing pages are specially built web pages that become the destination when specific PPC ads are clicked on. Rather than take a visitor to a general home page, landing pages should answer and guide those clicking through from advertising.

Gina Bray, Sales Director at Vertical Leap, says that Google scoring landing pages puts an entirely different skew on managing successful PPC campaigns.

“Time was that paid for advertising was just that – throw enough money at the situation and you’d stand a reasonable chance of reasonable positioning, but as Google has changed its Quality Score and others follow, we can give our PPC clients the edge by applying traditional search engine marketing processes to landing pages by ensuring relevant and themed content to significantly improve positioning and most importantly, results in the same way as we already campaign and monitor our clients’ websites in the natural search engine listings now.”

In keeping with best practice search engine marketing, the whole process is beneficial to the most important factor in any website marketing plan – the visitor and prospect. Ensuring that content is correctly themed makes for a better user experience and drastically improves the chances of a purchase or sales lead.

By campaigning landing pages with traditional SEO, Vertical Leap is improving their performance and generating more conversions and so lowering their Cost Per Click (CPC) but most importantly in these days of keyword inflation, squeezing the maximum value from every £ spent.