Mary Huffman and Mark Evans discuss the long running question of whether search engine optimization or pay-per-click advertising results in a better return on investment. In part two of the conference call they shatter the myth that content targeting is always a huge waste of money by proving that if done right it can outperform the search network. Learn their secrets to improve your paid search performance and get ahead of the competition.

Conference Call: June 24, 2008

In Part 1 you will learn:

• What is new in the paid search industry
• Why SEO is outperforming PPC in return on investment and why it is likely this trend will continue
• Why showing up in the natural and paid search listings for the same keyword can boost performance of both methods
• Why paid search may not perform well for products with small margins
• Why PPC can target a broader audience than SEO
• Why a few hours spent structuring your PPC account upfront can save you many hours in time down the road

Length: 26 min.

In Part 2 you will learn:

• How to setup campaigns for content targeting
• How to choose keywords that will perform well for content targeting
• How the visitor's mindset differs from the search network to the content network
• How content targeting can outperform search targeting if done correctly
• Why placement targeting is not necessary if you setup content networking correctly
• Why there is a big opportunity to get ahead of the game when it comes to content targeting
• How to determine how Google categorizes your site for AdSense

Length: 22 min.

Related Links

• Adsense Preview Firefox Add-on (external link)

MP3 Podcast Download

• Listen to Part 1
• Listen to Part 2