PPC adverts should stay put

Organisations which have enjoyed search engine optimisation (SEO) success should not automatically stop their pay-per-click (PPC) adverts, it has been advised.

Guest blogger on Econsultancy Kevin Gibbons noted that businesses with optimised websites and keywords appearing in the top ten on search engines should not think the hard work is over.

He said that if one company can achieve SEO success then so can another. And an organisation which reins in its PPC adverts could inadvertently hand over space to competitors and reduce their own visibility.

Mr Gibbons also questioned that just because SEO success has been achieved, does that mean a firm is willing to give up the percentage of individuals who will click on a PPC advert, rather than a website.

"By routinely using PPC marketing, you ensure you are always visible. By buying PPC and having the top rank, you show potential clients that you really mean business," he asserted.

Recent research by advertising network Chitika - published by Techcrunch - discovered that visitors who clickthrough to sites from Bing organic search results are 55 per cent more likely to click an advert than if they had used Google.

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