A recent Webrageous survey of 500 B2B marketers claims that pay per click advertising is twice as fast and effective at generating leads as SEO. The results of this survey dispute a Webmarketing123 survey, which claimed SEO is the fastest and most effective way to generate leads.
The Webrageous results are backed up by research previously conducted by Wordstream, which found that Google paid clicks represented 64.6 percent of clicks in search engine results, while organic clicks represented 35.4 percent. Webrageous also found that it can take up to 10 times longer to see the same results in SEO and social marketing as in pay per click and this time can be costly for businesses. According to Webrageous, SEO may seem like the less expensive approach but the amount of time that goes into content creation and website optimization is far more costly than pay per click advertising.
Webrageous Director of Marketing David Chapman said, “There is no doubt at all, according to our research, that pay per click advertising is the fastest way to generate leads. While it usually takes a year or more to see positive lead generating results through SEO and through social marketing, well-managed pay per click campaigns will be generating leads after just a couple of days.” To Webrageous, “well-managed campaigns” means customized advertisements and landing pages done by an experienced pay per click manager.
Although the Webrageous and Webmarketing123 surveys have contrasting results, it’s important that B2B marketers recognize the growing importance of a cross-channel strategy made up of a combination of pay per click, SEO, and social marketing to create the most effective lead generation campaign.
Photo courtesy of iStockPhoto.com/[Tomas Jasinskis]