The basics – SEO vs PPC Pros & Cons
Making a plan is essential but going back and revising it is equally important. This article shows the differences between SEO vs PPC, and how used together will boost sales. Before we delve in, we all must know the basics:
What is SEO?
Search Engine Optimization (SEO) is the practice of developing websites to be found easily by search engines. SEO will bring in constant free, organic traffic. To learn more, we have prepared a definitive guide on what is SEO
Pros of SEO
- Consistent traffic – your marketing budget could dry up, and you’ll still be getting visitors to your online business via organic search.
- SEO is cheaper in the long run – it might cost a bit at first with various software packages, SEO courses and hiring an SEO consultant but overall, the Return on Investment will be grater than PPC.
Cons of SEO
- Don’t play in traffic – SEO without a strategy can bring in search traffic and not paying customers. Why is this a problem? Imagine running a brick and mortar shop, and someone says they can bring in thousands of visitors every day into your shop. However, not a single one has the intention to buy anything they just popped in to say ‘hi’. You’ll find the wear and tear on your shop will soon have you replacing the welcome mat, free mints and paint! More website traffic equals more strain on your servers which could result in need of upgrading your servers. However, this con can easily be an advantage! Have an SEO strategy in place, including targeting pages, blogs, posts and keywords at your preferred audience with clear Call To Action (CTA) to direct people back to your core services/ goods.
- It takes time – The amount of time it takes to rank on Google depends on the competitiveness of your industry, what SEO strategy you have in place and how new your website is. It could take 4 or 6 months to see results but don’t be surprised if you haven’t reaped the benefits in the first year. SEO is brilliant but be aware there’s no promise of gaining that number one spot, especially overnight.
What is PPC?
Pay-Per-Click (PPC) is when you run a digital marketing campaign and only pay when somebody clicks on your ad. Your ad can be text, a phone number, an image or a video depending what platform you choose. If you take Google Ads, your adverts can be displayed at the top of Google search results page or displayed inside other websites.
Pros of PPC
- Measurable – you can quickly figure out how much you spent and how much money you made.
- Speed – you get instant visibility. You create your ad, publish it, and it will be live and visible to all.
Cons of PPC
- Expensive – every time someone clicks you pay. How much you pay depends on how competitive your industry is. For example, if company 1, 2, and 3 are telling Google, they’re happy to pay up to £4 a click, and there are only three spaces for ads you’ll have to outdo them or wait until they’ve used their daily budget.
- Disappears – if PPC was the only way you were advertising, i.e. not relying on social media or SEO as soon as you stop advertising, you go without a trace.
What is the difference between PPC and CPC?
Pay Per Click (PPC) is the method of advertising and Cost Per Click (CPC) is how much it costs per each click. In essence, it’s the same thing.
The Benefits and Disadvantages of Organic SEO vs PPC
Is paid search the same as SEO?
Same, same but different. Both get visitors to your site, but PPC costs you money. See the SEO vs PPC comparison infographic above which details the differences.
SEO vs PPC, which is better?
So there’s the same number of PPC vs SEO pros cons for organic SEO vs PPC statistics so which one is better for your business and which one will make you more money? Let’s investigate further.
SEO long term strategy
SEO is a long term digital marketing strategy. It involves a lot of work, both on-page and off-page. Before you start creating your website and write content, it is essential to plan your structure of the site, understand your keywords, your ideal customer. You then need to maintain a blog, write quality and relevant content, have other authority websites link to yours and understand the best optimisation techniques.
PPC short term strategy
So what does your business do in the meantime? Waiting for your SEO efforts to kick in can be exhausting, mainly if you depended on traffic to your website to bring you business. A paid search campaign can have your website featured at the top of the search results on the same day. Plus you didn’t need to spend time carrying out regular website audits, and there will be no need to study technical SEO to get found online to get traffic.
Is PPC better than SEO?
Ah, the clash between organic SEO vs PPC continues. You’ll be first in the search engines or visible on social networks like Facebook, but it’s all propped up by your wallet! PPC can be expensive as you’re paying for traffic, paying for every time someone clicks on your advert! Facebook, on the hand, allows you to pay for a certain amount of views.
Can PPC provide a high ROI?
If you have a high conversion rate, for example, every time, someone goes on your website, you achieve your goal. The goal could be getting the website visitor to go on your contact page and ring you or if it’s an eCommerce site buying your product. Then yes, theoretically spending money on Google ads, Microsoft Bing campaigns, or Facebook ads is a fantastic use of money. Equally, if we are talking about organic SEO vs PPC CTR then getting people to go to your site organically is even better, less money upfront.
PPC can cost you a lot of money!
What happens when the visitor clicks and doesn’t buy. Worse yet, they click your ad by accident! Have you ever clicked a PPC ad and didn’t realise you’ve cost the seller money? It’s a gamble, there are plenty of ways to de-risk it though, and many do succeed at pay per click campaigns.
Is PPC only a short term strategy?
No, PPC campaigns can be deployed and used at any point in time and should equally be part of your continual strategy. You can use it at the start of your new business before organic SEO and word of mouth kicks in, but you can use it even when business is booming. It can help target different keywords, specific locations and demographics and increase your geographical presence.
How do SEO and PPC work together?
They go hand in hand, PPC helps boost your sales in troughs be it at the start of your company or if you’re going to miss your month-end targets. SEO is constant; when it kicks in, it will gain traffic and will be a significant part of your long term marketing. PPC and SEO working together are possible, but both of them involve you to know who your ideal customer is, and both require keyword research.
Which is better SEO or Adwords?
Adwords is Google’s pay per click advertising platform. It’s their brand. Your SEO efforts, on the other hand, are not exclusive to Google, and they come into play on any search engine. It is possible to have both running at the same time. So Google Ads vs SEO, they both have their strengths and weaknesses as this article explores.
Which one is better for your business?
Pay Per Click in comparison to SEO is relatively easy to set up and maintain. For you, as a person, PPC advertising allows you to focus on other things, both personal and business-focused. Meaning when your ads are running, you can focus on running your business. In contrast, SEO involves a lot of time keeping up with the latest news, advice, carrying out technical audits, on-page optimisation of your content, off-page responding to reviews and building backlinks and carrying out competitor analysis. Now, just because something is easy doesn’t necessarily mean its the best option. At the risk of coming across bias as we offer both services, the best would be to hire an SEO PPC consultant, and then you can run your business knowing you’re in good hands digitally.
Conclusion – organic SEO vs PPC which is better
The comparison between search marketing and PPC ads comes down to which will make you and your business more money, SEO or PPC, which is better? We say SEO should be in place from day one, and your online store should never stop focusing on search engine optimisation. When in need use PPC to boost sales but make sure you set a budget and remember it takes time and as a result, money to get a good campaign. Focused All Day can help you with your digital marketing by boosting your rankings with SEO and run a successful PPC campaign.
Now we know PPC vs SEO pros and cons, and when integration can occur, what marketing method has or will your business use organic SEO vs PPC or both?