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Uses of Pay-Per-Click for Trade Associations

Pay-Per-Click is the only way to guarantee a place for your trade association on the first page of search engine results for relevant keywords or phrases. You may therefore find that allocating a budget for PPC advertising is a more cost effective way of gaining a presence than spending money on hours and hours of work on your trade association website Search Engine Optimisation.

PPC is also great for gaining a presence if your SEO has not had an effect yet. Many new website domains are placed into a theoretical sandbox by Google and do not rank within natural search results for the first nine months after they have been registered. This nine-month period allows Google to make an assessment of the quality of this domain and ensure that it is being used correctly. There are ways of shortening this time period, but we advise our clients at Intergage to expect a worse case scenario of a nine-month wait. PPC can be used to fill in whilst the sandbox effect wears off.

Looking at the key target audiences for trade association websites ­ members, the press and the general public ­ we would advise that trade association Pay-Per-Click is best used for attracting new members. The key focus of PPC is on Cost Per Click (CPC) and new member recruitment can bring with it a clear CPC. I would  hope that you have an idea of the value to you of a new member over a year or five years and so offsetting the cost of your PPC bids and management against this will give you an idea of your Cost Per Click and indeed, cost per conversion or new member recruited.

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This page is an extract from a 38 page white paper written by Intergage all about online marketing for trade associations. You can download the white paper for free here.