How Do PPC And SMM Affect Your Online Campaign?


PPC or Pay-per-Click advertising is a segment of paid search engine marketing or SEM that focuses on driving traffic to websites.  Advertisers typically pay publishers (i.e. website owners) when people click on their ads.  In the simplest of terms, PPC advertising is the amount you spend for getting your ads clicked on.  Unlike organic SEO searches, there is a price attached to PPC advertisements.

So you might be asking a very common question that many eCommerce website owners have asked before – “Should I allocate funds to PPC advertising, search engine optimization, or both?” If you are already achieving high rankings with your organic SEO, then adding PPC advertising to your marketing strategy may be overkill.  After all, there is no point in paying for those clicks that have occurred naturally with your organic searches.  Conversely, there are those individuals who feel that the two should be used in conjunction with one another.

The Debate is Ongoing

In all likelihood, there are always going to be three schools of thought where the debate between PPC advertising and organic SEO is concerned:

  • Those who feel that PPC is best
  • Those who feel that SEO is best
  • Those who feel that using both is best

What you need to realize is that the two types of marketing strategies pertain to the type of results you are looking for.  For example, if you want immediate results (results occurring within the first 30 days) then develop a PPC ad strategy.  Conversely, if you can afford to wait up to 90 days for results, then SEO is the right option to pursue.  When you think about this key point, you have a valid reason for incorporating both strategies into your overall marketing campaign strategies.

The Role of Social Media Marketing (SMM)

The process of attaining more website visitor traffic through the use of social media platforms is known as social media marketing or SMM.  These programs usually focus on the creation of specific content that draws attention to it and encourages those individuals who read it to share the information with their social media contacts and followers.   Not only does SMM impact your overall marketing strategy in positive fashion, it can help you generate additional sales leads.

How SMM impacts your Overall Marketing Strategy

Most successful eCommerce website owners have incorporated social media platforms in order to reach their current, new, and potential customers while demonstrating its impact on those site’s businesses.  However, there are still many eCommerce website owners who are uncertain about using SMM to compliment their marketing strategy.  They are typically concerned about the impact that this will have on their bottom line and whether or not placing their site across numerous social media platforms will pay off financially.

Fortunately, social media is evolving and maturing at a rapid pace.  So there are a number of viable SMM solutions that can positively impact your return on investment (ROI).  As a marketing strategy or tool, SMM continues growing in popularity and is showing no signs of slowing down.  In fact, it continues to be the most rapidly growing and promising marketing strategies for eCommerce website businesses who want to increase the amount of website traffic they receive and convert these visitors to sales.

The reality is that using organic and paid search engine marketing in conjunction with social media marketing can have a very positive impact on your online marketing campaign.  Not to mention the fact that it will enable you to drive more traffic to your eCommerce website, help you to increase sales, and ultimately generate more profits for you.


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