PPC and SEO are the two most popular types of search marketing methods you can find out there. While businesses can use both methods, there are some cases where one method will be more efficient than the other and when one of the two options just won’t work. If you’re unfamiliar with both methods, it can be difficult to make sense of them and see which ones would be the best depending on your situation. In this article, we’re going to introduce you to both these options and help you find out which one would be the best for your business.
What is PPC?
PPC is short for pay per click and is exactly what it sounds like. You pay for clicks on ads displayed on search engine or social media platforms based on certain criteria or keywords. You can look for keywords your potential customers might be looking for, bid on these keywords with other competing businesses, and have your ad displayed whenever someone conducts a search for that term. PPC has many advantages to it, especially the fact that you only pay for results. But it isn’t perfect either. Let’s take a look at some of the positives and negatives of PPC.
The Good about PPC
One of the best things about PPC is how fast you can start getting results. All you have to do is set your keywords, put in your bids and daily budget, load your ad with a link, and your ad will start being displayed on the same day. You could potentially start getting traffic and sales on your very first day using it, which is one of the fastest ways to get results through any form of advertising online.
Another great thing about PPC is how measurable and adjustable it is. You can track how keywords, ads, and ad groups are performing in real time and make adjustments. You can constantly adjust your bids based on keywords that work the best. You can easily split test ads and landing pages and see which ones perform the best. There’s very little guesswork to PPC and you can control and tweak nearly every aspect of your campaigns for better results.
Another aspect that makes PPC so great is the amount of brand exposure you’ll get both on the local and international level. Some companies use PPC solely to spread brand awareness, even if they’re not getting a direct return on investment. Having your ad up there with some of the biggest players in the industry can work wonders in terms of recognition.
The Bad About PPC
However, everything isn’t roses when it comes to SEO and it does have its drawbacks. For one, sometimes, the competition is just too ferocious in order for you to get good keywords. If you’re in a very saturated market, then chances are keywords are just out of your reach and there’s nothing that can be done.
You can also spend a lot of money on campaigns that are failing and start eating into your budget. Unless you have significant knowledge of how it works, you might have to work with an agency, so it takes a significant marketing budget to do it right.
What is SEO?
SEO stands for search engine optimization. The goal of SEO is to position your website as high as possible on search engine results. SEO involves understanding the criteria search engines use to rank websites and make sure your website meets them. This can be done by creating search engine friendly content, configuring your website so that it is easily indexable and looks great both from a coding standpoint and for your audience, and making sure that you generate high-quality relevant links to your page. Your site’s performance, mobile experience, and other factors like bounce rates, which is the rate at which visitors “bounce” out of your site as soon as they visit, will affect how your site is rated.
The Good with SEO
One of the great things about SEO is that once you start implementing good SEO, you’ll start getting the benefits for years to come, as long as you stay on the right track. You can start doing SEO by yourself, and you’ll start getting some organic traffic free of charge if everything is done right.
Not to mention that people are much more likely to click on an organic result than an ad. Having your results near the top of the organic results will do a lot for your brand and help you build authority.
The Bad with SEO
One of the worst things about SEO is that it is very unpredictable and you never know if your efforts are going to pay off. It can be frustrating to spend thousands and thousands on SEO efforts only for them to fail. Not only that, but you’re at the constant whim of search engine logarithmic changes and updates, which could send your results plummeting overnight. SEO is a constant work in progress, and you can never sit back and let it roll. You constantly have to monitor your efforts and cross your fingers hoping the big Google ax doesn’t fall on you.
So, Which Method is Better?
Well, there’s no definite answer to this question. The real question should be, how can you combine each method for your website? Ideally, you should already have a basic SEO strategy in place. But there are tons of things that you can do to use both methods together. For instance, you can use PPC to gauge which keywords would work the best for SEO. Or it could be used to split test copy and create a website that converts before starting to send organic traffic to it. If you want more tips on how to integrate your SEO and PPC efforts, visit this page.
Both SEO and PPC and very powerful methods that could work wonders for your website if used properly. Make sure that you learn everything you can about each method and try your hand at both to see which one works the best to your business.