Managing money while adjusting to changing marketing methods to achieve measurable results is challenging, even for well-established organizations undergoing client acquisition variations.
Search engine optimization (SEO) is a long-term that may take months, or even years, to provide a return, but once it does, it may be a reliable source of new customers and sales leads. In contrast, pay-per-click (PPC) advertising yields visible outcomes very instantly.
In this article, we will examine the outcomes you can anticipate from each of these acquisition strategies. We’ve also included the advantages and disadvantages of SEO and PPC strategies to help you determine whether SEO or PPC is ideal for your business.
What is SEO?
Search engine optimization, or SEO, enhances a website’s exposure and attracts more visitors using Google’s search engine. Implementing “off-page” SEO strategies is impossible without first having a solid “on-page” SEO foundation.
Like you use Google or Bing to look up a new marketing term or find a good coffee place, your customers do the same thing. When you spend money on SEO, you make it more likely that people looking for your product or service on Google will find you when they type in related terms.
Most of marketers say that SEO is the most important thing for their business regarding direct marketing. It’s much simpler to say than to accomplish.
Also Read: What are quality SEO backlinks?
The Pros of SEO
SEO is cheaper in the long run.
SEO requires time and money (hiring an SEO expert or agency and purchasing SEO software), but it saves more than pay-per-click advertising.
Ensuring your target audience sees your material is unnecessary if you develop content that ranks and attracts traffic to your website. Contrast this with a pay-per-click (PPC) advertising strategy, where each click costs you money.
SEO lets you go after different steps of the process.
The sales funnel has everyone in your audience at different points.
Some people at the top of the funnel have recently become aware of your company. Those ready to pull out their credit cards have reached the funnel’s bottom.
Using SEO, you can create diverse types of content, such as blog posts, how-to articles, and case studies, that target different stages of your audience’s purchasing journey. It increases the likelihood that users of your website will go to the next stage of the sales funnel as they peruse your content.
Search traffic is becoming more reliable.
Once you have a high Google position, you can begin to plan and anticipate free website traffic as long as you optimize your website.
Another benefit to remember is that SEO does not have an on/off option. When your marketing money runs out with PPC marketing, your website stops appearing in search results. Thinking about real estate will help you recall this distinction: PPC is like renting your traffic, but SEO is like owning it.
Organic ads build the credibility of a brand.
If your brand name often appears in search results for phrases related to your products, customers are more likely to make purchases and spread the word about your business.
It also signals to Google that you’re an authority on the subject matter. It might increase the number of inbound links from reliable sources, which search engines highly value as a ranking factor.
Also Read: The benefits of local SEO services for small businesses
The Cons of SEO
Search engine algorithms change.
Google and other search engines have made several updates to their ranking algorithms. Due to these modifications, you must closely monitor your marketing efforts and their organic outcomes.
You should regularly optimize your website.
More than achieving high rankings for targeted keywords on your website for a month is required. It’s crucial to consistently optimize your content and web pages to maintain your website’s ranking over time. This optimization process may involve updating outdated articles and eliminating expired or broken links.
SEO takes time to show results.
If your website or name is new, wait to see the benefits of SEO. Google ranks websites based on several factors, many of which won’t be evident in the first few weeks or months after you start your site.
SEO needs high-level skills and expertise.
If you can’t afford to hire an expert, then at least spend time learning about your target audience and providing content to help them achieve their goals.
Running a business while attending technical SEO, writing, and link-building classes is time-consuming and stressful. Still, it is possible if you are committed to using an SEO strategy to generate revenue.
What is PPC?
Pay-Per-Click (PPC) advertising enables businesses to display their ads on the first page of Google’s search engine results by paying a fee. Whenever a user clicks on these ads, the business is charged a predetermined amount by Google.
Google Ads is the most widely used form of PPC, where businesses bid on specific keywords to display their ads when a user searches for them. While paid ads in search results are the most prevalent type of PPC, display advertising, like banner ads, ranks second.
Also Read: How to Create Effective Bing Ads Campaigns for Your Business
The Pros of PPC
PPC offers quick results.
Search engine optimization (SEO) strategies may take months to bear fruit, whereas pay-per-click (PPC) campaigns can see results in a few hours. It might take many months for your SEO approach to bear fruit.
PPC advertisements show above organic ranks
Running a PPC campaign for a particular keyword might boost your site to the forefront of search engine results pages. With such a prominent place, users will see your content before they can scroll down the page.
PPC helps you find your target group.
When creating a pay-per-click ad campaign, you may specify the demographics of your intended audience.
Do you want individuals from a particular area? Or those in a specific age range? Marriage or single? Like curiosity? If you prefer quick results, PPC advertising may be the best option for you.
A PPC ad can rapidly undergo A/B testing.
A PPC campaign allows you to test many advertisements simultaneously to see which yields the best results.
Changing the ad wording or other components and letting it run for a while will suffice. Depending on how well your Google advertisements are doing, you may either “kill” them or keep optimizing them in the hopes of better results.
The Cons of SEO
PPC ads are expensive.
Running two advertisements simultaneously in a PPC campaign allows you to see which yields better results.
Changing the ad wording and letting it run for a while is all required. The effectiveness of your Google advertisements will determine whether you “kill” them or keep optimizing them.
Lower profit margins.
Short-term gains from a pay-per-click (PPC) campaign are sometimes not worth the trade-off of decreased profit margins. PPC is a “pay to play” method. Therefore, your customer acquisition costs (CAC) will rise without price increases until you significantly expand your advertising budget.
PPC advertisements eventually get boring.
Due to the regulations imposed by ad platforms such as Google, you have restricted control over your paid ad. Consequently, your ad copy may contain comparable phrasing to that of your competitors, which increases the likelihood of your audience disregarding it.
How to Leverage SEO and PPC to Boost Your Online Presence
Nowadays, many local branding techniques are available for your business, but SEO and PPC are the best. So, why not use both if you need help deciding between search engine optimization and pay-per-click advertising?
With these tips, you can combine the best of both worlds.
Create retargeting ads.
Have you ever had a potential customer visit your website, maybe even added items to their cart, but leave without purchasing? No worries, you can use a retargeting ad to reach out to these visitors and remind them about their interest in your products or services. After they leave your site, you may still urge them to return and finish their transaction.
Use ads on social media to get people to visit your website.
Even if you ultimately want your content to rise in the rankings, social media promotion might provide a fast boost.
These advertisements not only aid in information dissemination but also may aid in acquiring valuable backlinks that will improve your search engine results.
It would be counterproductive to all your hard work not to spread the word about your newest and most excellent blog post, guide, paper, or case study.
Get information from your ads to make your SEO approach better.
Get data from your ads to make your SEO approach better.
Using pay-per-click (PPC) campaigns, you can learn much about your market, like how often people search for specific terms, what your rivals are bidding on, which CTAs are the most effective, and more.
This information allows you to develop superior SEO tactics with less extra work.
SEO vs PPC: What is the difference?
SEO and PPC are distinct marketing methods. PPC involves paying users to click on search engine or social media ads, like Facebook ads, that directly lead them to your website.
On the other hand, SEO focuses on producing high-quality content, such as blogs or backlinks, to improve your SERP ranking. High-quality content can enhance your chances of securing a top spot in organic search engine rankings.
While PPC provides fast and predictable results, the return on investment typically ranges from 500% to 1000% on ad spend. SEO yields gradual, unpredictable results, but the return on investment is significantly better.
SEO is an ongoing process that strengthens your website, increases authority, enhances the user experience, and ultimately drives conversions.
On the other hand, PPC offers a way to gain traffic and clicks quickly. However, it is crucial to ensure users land on a user-friendly page when they click on the ad.
Combining SEO and PPC can lead to increased traffic and conversions. Marketing teams need to recognize that SEO and PPC are not opposing strategies but complementary ones that should work in tandem. This approach can result in a more reputable website that stands out.
Jennysis Lajom is an IT graduate, a chemist, an eCommerce business owner, and a Korean drama fan. Her passion for digital marketing led her to a career in graphic design, editing, and social media marketing. She is also one of the resident SEO writers from Softvire, a leading IT distributor in Sydney. Follow her at Softvire Online Software Store now!