SEO vs PPC - What’s Best for Your Business?
SEO
and PPC
are both digital marketing strategies that get your website to show as one of the top Google search results for certain keywords. To work well, both require specific expertise, a lot of technical knowledge and a significant marketing budget.
So What’s the Difference between SEO and PPC?
Before we get into SEO vs PPC, let’s first explain to you what each abbreviation means.
Let’s Start with What is SEO?
SEO
stands for Search Engine Optimization, which is the employment of various techniques that make your website stand out on Google, thereby making you Google-friendly and earning favourable rewards in increased exposure on Google search. Though SEO services
are mostly known for covering the creation of keyword-rich content, they usually include much more: improvements to your website’s functionality and design, and making other necessary adjustments like technical SEO, content SEO and conversion optimization strategies.
The result of all this, when done well, is that your website appears on Google by ranking well without you having to pay a dime for the actual real estate space on the screen, or for clicks. But you do have to invest in the SEO process, of course.
Now, Let’s explain What is PPC?
PPC stands for pay-per-click advertising, and it’s Google’s way to make money off the top 3 to 5 results of any search. Investing your budget in these kinds of ads will bring you faster results, but it could cost you per each click. The cost per click you’ll pay will depend on the industry you’re in, your location, competition, and the keywords you choose, but it could get as pricey as $100 per click, say if you’re a personal injury lawyer.
On the positive side, you only have to pay this when people click on your ad to visit your website. By paying per click, you get the chance to present your business.
Now that you know the difference between SEO & PPC, do you need an SEO company
or a PPC company?
When our clients first come to us at Ace SEO Consulting, one of the first questions they ask is whether they should do SEO or PPC or both search engine optimization and pay-per-click advertising; and, If not, what should they choose SEO or PPC, and why?
Hence, the inspiration to write this article. Let us now provide you with guidance on what would work better for you, based on several factors.
Do PPC, If…
✔ You Need Immediate Sales
One of the main benefits of pay-per-click advertising is speed!
The moment your AdWords
campaign is created, your website will start showing up among the top search results for the target queries and will start attracting prospects.
The other great news is that even though PPC ads get fewer clicks compared to organic SEO results
(the organic SEO results are the websites that show under the ads), statistics show that ad-clickers are usually closer to making a purchase decision. If your website is designed with proper conversion optimization strategies, chances are a big percentage of the people who click on your ads will take action: contact you or even purchase directly, if you’re in e-commerce.
Hence, if you need immediate sales-boost, PPC is a good idea.
✔ Your Website is Newly Designed and Not Ranking Well
It takes time for organic SEO strategies
to work: anywhere from about a couple of weeks to a few months, and for really competitive areas/industries, up to a year.
But if you’ve quit your job, have invested all your savings and or taken business loans, you can’t wait that long before seeing some revenue - this is where PPC comes in.
You must understand this:
Google is the ultimate place to be if you want a successful and thriving business. Before you look into any other digital marketing channels, you must ensure your website shows up on Google.
If you can’t wait for a few months for SEO to show results, then the next best thing you can do with your marketing and advertising budget is put it towards PPC advertising. Only then can you afford to consider social media, online reputation management, listing on premium directories and other options.
✔ You Want To Test Your Product or Service
Because PPC attracts people who are ready to buy, it’s a great way to test a new product or service you want to offer. You can run such tests even if you’re not able to deliver on the orders you get: you can apologize to clients, offer them an incentive and return their money, but now you know whether it’s worth it to get that new machine for your manufacturing, or invest time in developing that coaching program or course, or order these products in bulk, or whatever it is.
✔ You Have Good Margins
A good internet marketing agency
ensures your pay-per-click ads are as optimized as possible, but your cost per click depends on a lot of factors that are not in your control, like how many competitors you have and what their bid for getting clicks is.
Before deciding to invest in PPC, you first have to calculate your profit margins and decide what portion of that can be put towards client acquisition. Then, look at the average cost per click in your industry and area. If the numbers don’t add up, then PPC isn’t really an option for you at this time. Things may change in the future.
Do SEO, If…
✔ You Want Long-term Growth
Some online businesses are built so their owners can take advantage of seasonal/temporary demand or short-term opportunities, then SEO isn’t a good idea.
However, if you’re ready to devote a good portion of your life to what you do and are looking to grow it, and turn it into all it can be, then SEO is an absolute must.
We’ve seen some of our clients open second and third stores and seen them expand in new locations. We’ve seen them sell their businesses for good money, mainly due to a well-optimized website that is ranking well and attracts a lot of website visitors. That’s the power of SEO, and you can’t afford to miss out on it.
✔ You Can Afford a Long-term Investment
As we already mentioned, SEO takes time. And everything that takes time also takes money. You have to be ready and willing to put some capital towards ongoing SEO
every month.
A word of caution.
Be very careful in choosing your local SEO agency. If you go for an award-winning SEO company
that’s been around for a while, like Ace SEO Consulting, then your investment is in good hands, and soon, you’ll start seeing results.
✔ You Want to Build a Brand
The difference between having a business that generates sales, and having a brand is the difference between doing okay (which is simply getting by) and doing outstanding (which means you have a thriving business).
Brands sell without being dependent on online platforms or ads.
Brands have fans.
Brands have credibility.
Owners of brands are considered leaders in their industries, get invited to speak at industry events, write books that sell out and sell their businesses for millions.
If your business name appears in Google anytime a prospect looks for your service or product, you’ve started building a brand.
Congratulations!
✔ You Want to Optimize Marketing Costs
SEO may seem like quite the investment at first, but once you get the top Google positions you’re aiming for, you start enjoying high-quality traffic for free. In fact, when your website shows on page one of Google — preferably in the top 5 results — your monthly SEO investment may go down a bit, or you may even stop paying for SEO completely, depending on the competition.
This is never the case with online advertising — any online advertising.
With PPC, the more clicks you get, the more you pay, and there’s no way around it.
Do Both SEO and PPC!
Both SEO and PPC have pros and cons, but our expert SEO consultant
usually recommends that you do both, provided you have a sufficient budget. There are a few key benefits to this approach:
✔ You increase your chances of getting a sale.
If someone doesn’t click on your ad, they can click on your website in the organic results and vice versa.
✔ You cover more keywords.
SEO rankings can be more difficult to get for some keywords. Your website can show up for those words through pay per click advertising.
✔ SEO and PPC support each other.
If your website is well optimized, a good PPC campaign manager can optimize your PPC for better quality score and conversion, thereby reducing the cost per click on your PPC campaign.
If you have enough budget and you get most of your clients from Google anyway, which is the case for most businesses, look into setting up both SEO and PPC, and maximize results.
Still wondering which strategy is right for you?
We’d be happy to provide you with a free consultation
or do a website audit
and help you with implementing the right marketing strategy for your business and your budget.
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