Many clients come in having experienced the drive-thru window results of a pay-per-click (PPC) program and the expense of a 5-star restaurant. In other words, a PPC program such as Google Adwords will get a client immediate results and will over time cost a lot of money.

Many times a client will start with the PPC model, learn that it is too expensive over the long haul and then turn to SEO to cut down on costs. Having started with PPC, these clients have the expectation that SEO and ranking well in the organic results will also work as quickly as PPC.

I’ve had clients in mid-November tell me they need to rank well in the organic listings within the next two weeks to capitalize on the Christmas selling season. These clients are disappointed to learn that SEO does not have as quick of a turnaround time as PPC. Sometimes these clients go off in pursuit of another SEO who will promise quick results (and not deliver) telling the client what they want to hear.

It is important for clients to realize that they can do both PPC and SEO. Companies that offer SEO services, like this one, need to manage the expectations of the client so they know that PPC is a short-term situation and SEO is a long-term goal.

A PPC program may need to be continued for some time until the organic results start to pay off. At this time, some companies will scale back their PPC programs or eliminate them altogether. Over time, that 5-star restaurant (SEO) will achieve the costs of a fast food restaurant when compared to most PPC programs.

Managing client expectations in this area is crucial when dealing with new clients who have “grown up” on PPC and who are now willing to mature as a citizen into their place in the organic listings.

Filed under: Clients