Balancing PPC Advertising with Long-Term Search Marketing Tactics

Internet MarketingOne of pay-per-click internet advertising’s greatest virtues is its accessibility. While the playing field of search engine optimization strategies is dominated by those who have invested time and money into their websites, PPC search engine marketing is a playing field that is totally even to all who take part, whether it is a new user or an experienced professional. While skill changes a lot in pay-per-click internet advertising, the costs do not change dramatically for experienced users, making the marketing style ideal for short-term profits and quick campaigns.

But there is a problem with pay-per-click internet advertising, and it is present for the same reason as many of the virtues. With short-term marketing potential comes a complete lack of any long-term value. PPC search engine marketing, by its very nature, is only effective when it has direct input, direct monitoring, and a profitable product behind it. With ongoing internet advertising expenditures, even a high-revenue product can lose its edge over time, becoming bogged down in expensive click costs and difficult markets.

The Need to Balance PPC Advertising with Other Search Engine Marketing Strategies

Balancing PPC Advertising with Long-Term Search Marketing Tactics

This problem is a key reason for major internet marketers to diversify their online portfolio. While pay-per-click internet advertising dominates most affiliate marketing campaigns, it certainly does not control their overall trajectory. Failure in such a campaign is temporary, and with other search engine marketing strategies, for example an SEO campaign, as a back-up, it is possible to turn what was a short-term success into a long-term earner through search engines and word of mouth.

Search marketing through search engine optimization strategies is no small investment in itself, and it should be coupled with PPC search engine marketing for maximum effect. A great way for online marketers to test the waters for long-term search engine optimization strategies is to micro-test traffic with pay-per-click search engine advertising platforms first.

A $500 testing budget could save hours of fruitless work on search engine optimization strategies, and is the perfect way to achieve two things at once. First, ecommerce businesses end up generating income through PPC search engine marketing and direct sales. And secondly, they come out of the SEO campaign experiment with a product that can potentially turn into a long-term income earner.

The Long-Term Potential of Pay-per-Click Internet Advertising in Search Engine Marketing Strategies

Of course, online business can always rely on digital marketing agencies to craft long-term search engine marketing strategies through pay-per-click internet advertising. While most professional marketers use internet advertising platforms to go directly to offer pages or landing pages, an innovative online marketer could use an advertisement to send people through to a promotional website. From there, those users could spread the word organically through word of mouth, social media platforms, and directly to their friends through email.

Despite many people claiming that pay-per-click internet advertising has no long-term potential, the reality is quite the opposite when looking beyond the standard ad-offer marketing model. Pay-per-click search engine advertising, while appearing to be relatively limited, is actually one of the most versatile marketing methods around.

Collaborate with professional marketers

If a marketer’s internet advertising portfolio and online income is primarily coming from PPC search engine marketing, they are still in good hands. However, it is important to remember that a single bump in the road could disturb that income, and some PPC-fueled experiments on search engine optimization strategies are always a great idea.


Entrepreneurs should partner with marketing professionals with a track record of effectively maximizing ad spend on PPC advertising, for its immediate potential and the long-term possibilities that could extend from it as well. With some simple experiments or unconventional approaches, a standard ad could transform from a short-term income generator to a long-term permission marketing tool.