Not sure whether your business would benefit more from PPC or SEO?
To get your website found on search engine results, the two main strategies you can consider are search engine optimisation (SEO) and pay-per-click (PPC) advertising.
With either of these strategies, they both have their own unique advantages and disadvantages when it comes to getting you found online. Sometimes it is hard to decide what is the best option for you.
SEO vs PPC
There are two key differences between SEO and PPC. The first is that paid ads appear at the top of the page, above the organic listings. The second is that traffic from SEO is not charged on a pay-per-click basis, whereas traffic from PPC has a cost for each click. SEO and PPC work best when integrated and strategically aligned.
- Awareness – SEO will help with brand awareness, getting found for targeted keywords puts your business in front of potential customers.
- Branding – Getting found online while your potential customers are researching your industry can have a positive branding benefit.
- Credibility – SEO helps build credibility, getting found organically can sometimes add further credibility and trust.
- Pay-per-click– SEO does not charge on a pay-per-click basis. However, the first page of a search result is a very competitive place and it will take a lot of time to appear on those searches.
- Cost – While SEO is neither cheap nor easy, it will generally be more cost-effective than all other marketing tactics for delivering brand awareness and relevant traffic to your website.
- Visibility – A properly optimised site can maintain a high position in the search results, potential customers will continue to see your business when they search for what you offer.
- Sustainability – Organic traffic from SEO does not stop the moment you stop paying (unlike PPC). However, it is important to keep up with SEO as your position may drop.
See the difference?
- Position – Paid search appears first. With typically four ads on desktop and three on mobile, a user will always see the paid search ads first, even if they choose to scroll past them.
- Flexible – You have full control over what users see in the results, unlike SEO you can choose exactly what to display to your potential customers.
- Dominate space – PPC can take up more space on the page, increasing the chances of people clicking on your ad.
- Quick results – PPC offers quick results, in many cases, your campaign can be live within 72 hours.
- Brand Visibility – You will get seen by the right people, PPC provides highly-targeted traffic. Through this, you can reach out to very specific consumer queries.
- Increase conversions – PPC can increase conversions by targeting search terms showing an intention to purchase.
- Scope – With PPC, it is easy to scale up quickly. You can add more budget to appear in more searches.
- Targeted – PPC provides highly-targeted traffic. Ads can be targeted by keywords, time of day, day of the week, location, language and device just to name a few.
- Tracking – You can find out exactly what marketing message and keywords are working. Unlike SEO, you can track the performance of keywords and ad messages. You can determine what keywords convert and at what percentage and cost.
- Cost – Despite what many people think, paid search advertising that is well set up and managed can be a low-cost way to generate leads for your business.
- Increase ROI – The longer the PPC campaign is running for, the more optimised it will become, reducing costs and increasing leads.
So which is better?
From our experience of marketing hundreds of customers online, the best results come from PPC and SEO working together.
To maximise visibility and traffic, we highly recommend that you appear in both the paid and organic results. This integrated approach will truly maximise results.
If you are still unsure about what method is best for your business, or you simply want to talk in more depth about PPC or SEO, please give us a call and speak to one of our Google accredited specialists.