PPC VS SEO: Which is Better For Your Business?

Marketers and business owners are often presented with a question: “Which is better for business? SEO or PPC?”

If you are new to the business world it can be a challenging job to get the word out about your new venture - this is where SEO and PPC marketing comes into play.

This article will explore what PPC and SEO marketing are and how they differ. I’ve also included the pros and cons of each acquisition strategy so that you can decide what is best suited for your company.

The Battle Between SEO &PPC

What exactly is SEO? SEO stands for “Search Engine Optimisation” and it is the process of organically improving your website's visibility in order for it to rank higher in search engine result pages (SERPs).?

Here is an example of SEO in action:?

As you can see, Elephant In The Boardroom ranks first on Google’s organic search engine result page for the search term “assumptive language”.

PPC, also known as Pay-Per-Click Advertising, is a digital advertising model in which the advertiser (you) pays a fee each time that one of your ads is clicked on by a user. PPC ads come in a variety of shapes and sizes and can include graphics, text, images, videos, and so on.

Here is an example of PPC in action:?

PPC ads will typically appear at the top of the SERPs, with an “Ad” marker next to the HTML.

Now that we know what SEO and PPC advertising looks like, let’s look at the key differences between the two.

1. Paid ads appear at the top of the search results page (SERPs), above organic listings influenced by SEO marketing.
2. Organic SEO traffic is free, whereas PPC traffic has a cost per click.
3. SEO is an ongoing process/job, whereas PPC ads are typically used by marketers during specific campaigns that have a start or an end date.

When both strategies are integrated strategically, they work in a harmonious way to direct traffic to your landing page/s.?

Both SEO and PPC advertising are beneficial to your business, but it is ultimately up to you to decide which acquisition strategy to prioritise - perhaps it's both? Consider some of the advantages and disadvantages of each to help you make an informed decision about how to distribute and allocate your resources.?

SEO Marketing

PROS:?

• Raise brand awareness: By consistently producing high-quality content for your website, your SEO ranking will rise over time. This means that your visibility will improve, raising brand awareness.
• Build brand authority: Organic listings help to build a strong foundation of trust and brand authority with your target audience.?
• Organic traffic has a long shelf life: If you rank high in SERPs for your targeted keywords, you will receive consistent traffic to your website.?

CONS:?

• SEO doesn't happen overnight: It can take months or even years to perfect your optimisation strategy for your website, and to do so you must constantly produce new and valuable content.
• Fierce competition: Every business wants its website to rank higher on SERPs. This means that you must devise a distinct strategy in order to outperform your competitors.
• SEO is constantly changing: Just like social media algorithms are constantly changing and evolving, so are search engine algorithms. As a result, you must stay updated on new updates and technologies.

PPC Marketing

PROS:

• Quick Results: PPC produces results quickly, with results visible in as little as an hour.
• Granular targeting: PPC ads allow you to target your potential or current customers specifically.?
• Take advantage of visual aids: When using PPC ads, you can add creatives and visual aids to enhance your offering - remember, visual aids help the user see exactly what they are clicking on.

CONS:

• Can be expensive: As previously stated, you will have to pay for each click - if you are not strategic - PPC can quickly become expensive.
• Can lose effectiveness: The longer that you are running your campaigns, the less effective they become - it is as simple as that.?
• Click fraud: This is a common problem that many businesses may encounter when running PPC campaigns. In which, your competitors will quickly rack up your click fees by clicking on your ads.?

SEO or PPC?

So, should you opt for SEO or PPC? Well, that is entirely up to you and your business goals and objectives. If you want to generate leads quickly, PPC may be your best bet! However, if you want to improve your long-term online presence, perhaps SEO is the best route to take. The ideal scenario combines both - the most successful businesses use both in tandem because they complement each other so well.

Still unsure? Chat to Team Elephant.