I was tweaking one of my PPC campaigns today, and it strikes me that pendulum may well be shifting back to SEO – well, for me, in some areas, anyway.
For one particular site of mine, I’m bidding in a competitive keyword area. The bid prices are sky-high, double digits $ per click and you still won’t get near the top ten. The landing pages are high quality, and the account has a good history. But I don’t get many clicks, even at those prices. There are few ways to distinguish your ads, there is only so much you can say on two, short lines, and there is only so much campaign optimization that can be done. Really, the keyword area is over-saturated and it’s probably time to move on to greener pastures.
However, the same site is getting organic traffic. I didn’t really design it for that purpose, and there has been a little work done on links, but hardly any. Yet, the site is making money from the organic clicks, without really trying.
Time again to zig while others zag?