Answered: Your Most Burning Questions About PPC vs SEO: Which Provides You the Better Value?
Pay Per Click (PPC) and Search Engine Optimization (SEO), both are terrific ways of getting exposure for your business on search engines. Which one you use depends on the nature of your business, your business objectives, the current stage of your business as well as your budget.
Both SEO and PPC have their advantages, and if you want to learn about the differences to find out which option is suitable for your business then you’ve come to the right place.
The essential difference between Search Engine Optimization (SEO) and Pay Per Click (PPC) is that traffic coming from SEO (organic search engine optimization) is free while traffic brought from PPC is not free – as the name suggests you have to pay a cost per click and each click has a price tag.
Similar to buying advertising space in a magazine or on a billboard, the amount you pay will determine where, when, for how long and in general how your ad shows up.
Done accurately, both can get you on the first page of the web search for set phrases and keywords and accordingly in front of your desired audience. However, each has its respective benefits and costs.
Which Provides You the Better Value – PPC or SEO?
Right away – With PPC you get a quick reaction as the minute you put the advert up it will show up in relevant search engine results, so you can get users seeing your business almost instantly. It’s particularly a great way to get immediate exposure if you have a new business or new website and want to earn brand awareness. The Pay Per Click advert begins working for you the minute you put it live, on the contrary, you’ll require a longer time to build visibility for your business in organic search engine results.
Even if your business is not new, PPC can be great for a limited time offer or special event, it is an effective way to get the reach out that SEO would need time to build. You can write blogs and create pages but they might take ages to get up to a good spot in the organic search results, and start bringing you, customers.
Laser focused – As you pay per each click I’m sure you’ll appreciate the opportunity and chance of having a lock on who sees your advertisement and even from where they search.
With masterly polished PPC ads you are able to target particular clients with the focus on the correct individuals at the perfect time so you avoid the risk of wasting your money on irrelevant people clicking the ad and costing you money with very little chance of a return on your investment (ROI).
Google’s PPC targeting options are:
- Location and language targeting – for example, Postcode, City, Region, and Country
- Keyword targeting – words or expressions applicable to your business, product and target audience
- Audience targeting – target individuals that have previously been on your website or not
- Device targeting – option allowing you to target particular area, time of day and device category and type (iPhone, Android, High-end devices etc.)
PPC ads can get extremely costly in a flash particularly when not set up and managed accurately. You can be on the first page for a large number of focused terms and keywords within a day but these terms can cost anywhere from pennies to £££s per click.
You need someone to manage it for you, moreover, it’s even best to hire a digital marketing agency that can manage it full time, continuously checking on what’s working and what’s not delivering the desired results.
For example, if a certain keyword is getting lots of clicks, but not generating any leads you either need to get rid of the keyword or improve website’s landing page experience so that once they’ve clicked through they are won over to follow your call to action and become a customer.
You pay to play. The minute you hold back paying your advertisements will vanish and the traffic flow from PPC ads will stop. So you need to bear in mind that PPC does require neverending investment.
Long lasting stable search visibility. Organic Search Results won’t simply stop overnight, regardless of whether you continue investing in it or not. You will eventually loose your rankings and move down in the search results but however, it won’t be agile like it is with the PPC ads. So if you have unstable financial circumstances you can quit financing SEO and it won’t affect your business too aggressively and quickly.
Challengers and competition. Search engine optimization requires some serious time and work, and newcomers can’t just purchase their way straight to the highest point of the organic search results. Moreover, not everyone is willing and can afford to spend their time and money on quality SEO work so if you are then, you will always be one step ahead of the competition.
Price. People are likely to think that your business has much more credibility than those that just use PPC if you rank high in organic search results. Therefore, the return of investment organic traffic generates though can often be much higher than for Pay Per Click.
Depending on your product and target audience Organic traffic can be slow to build up and needs a sustained effort.
However, when it comes to the long-term lifeline of your internet marketing, the result is clear – SEO offers the better value in search marketing. You won’t rank #1 overnight, but SEO is more affordable and the longterm benefits have been proven. All of these facts demonstrate that your company should spend more of its time and resources focusing on SEO vs. PPC.
Our finest recommendation is, to begin with, PPC to get some initial traffic to your site, at the same time crafting your SEO (content, keywords). When you see that your organic traffic is not too bad, unplug the PPC activity and then use it for targeted marketing campaigns.
If you’re unsure how to do PPC or SEO feel free to contact us we will be happy to offer our help to run your search engine campaigns. As experts in this industry will understand how to market to your audience and how to get the best return on investment.