Comparative case study on website traffic generated by search engine optimisation and a pay-per-click campaign, versus marketing expenditure
South African Journal of Information Management
| Field | Value | |
| Title | Comparative case study on website traffic generated by search engine optimisation and a pay-per-click campaign, versus marketing expenditure | |
| Creator | Kritzinger, Wouter T. Weideman, Melius | |
| Description | Background: No empirical work was found on how marketing expenses compare when used solely for either the one or the other of the two main types of search engine marketing. Objectives: This research set out to determine how the results of the implementation of a pay-per-click campaign compared to those of a search engine optimisation campaign, given the same website and environment. At the same time, the expenses incurred on both these marketing methods were recorded and compared. Method: The active website of an existing, successful e-commerce concern was used as platform. The company had been using pay-per-click only for a period, whilst traffic was monitored. This system was decommissioned on a particular date and time, and an alternative search engine optimisation system was started at the same time. Again, both traffic and expenses were monitored.Results: The results indicate that the pay-per-click system did produce favourable results, but on the condition that a monthly fee has to be set aside to guarantee consistent traffic. The implementation of search engine optimisation required a relatively large investment at the outset, but it was once-off. After a drop in traffic owing to crawler visitation delays, the website traffic bypassed the average figure achieved during the pay-per-click period after a little over three months, whilst the expenditure crossed over after just six months. Conclusion: Whilst considering the specific parameters of this study, an investment in search engine optimisation rather than a pay-per-click campaign appears to produce better results at a lower cost, after a given period of time.[PDF to follow] | |
| Publisher | AOSIS | |
| Date | 2015-09-22 | |
| Identifier | 10.4102/sajim.v17i1.651 | |
| Source | SA Journal of Information Management; Vol 17, No 1 (2015); 12 pages 1560-683X 2078-1865 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajim.co.za/index.php/sajim/article/view/651/860
https://sajim.co.za/index.php/sajim/article/view/651/861
https://sajim.co.za/index.php/sajim/article/view/651/862
https://sajim.co.za/index.php/sajim/article/view/651/856
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