A client asked me yesterday if eventually pay per click would be the only method to be listed in the search engines? I responded by explaining that that was unlikely considering that a large percentage of searchers do not click on the the sponsored / paid listings!

This said who and when should PPC be considered.

1. If you have a brand new website and can't afford the wait while your site rises in the natural / free/ organic listings you should consider PPC advertising at least in the beggining.

2. If your targeted search terms are extemely competitive yet will return large click through results, for example you lend nationaly and want to target one word searches like "mortgage" refinance" and "loan". These types of searches return so many results that it may be that PPC is the best value. Because of the somewhat reduced relevance, these terms actually cost less per click than area specific search terms like "California mortgage". As of the is writing "mortgage" costs $11.03 per click while "California mortgage" costs $19.46 for the top spot per click.

Remember that the more competititve your search terms are the longer it may take to reach the top and the more costly it will be to fuel your site to the top of the free organic search results.

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Oppenheimer Group, Inc.
For professional Mortgage Website Design and search engine optimization.
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