SEO vs. Paid Ads

SEO vs. PPC: Which is Better?

It depends on what your goals are. SEO is for the ‘long game’, PPC is short-lived. The problem is that most business owners don’t understand the difference between the two, and they get taken in by unscrupulous marketers. This is the bane of my existence: that dreaded question I get from every new prospect: “How do I know you won’t just take my money and do nothing, like the last guy?”

Arm Yourself Against Scammers With A Drop of Knowledge

The first tip is that if you are paying a marketer for Google Pay Per Click (PPC), they are taking out a management fee. You should 100% know the amount you are paying for the management of your PPC account.

??The part that gets paid directly to Google is called the “ad-spend”. ?An honest marketer will tell you upfront what they are charging to manage your PPC account, and what percent is going to add spend. Management typically ranges from 10-20% of the total amount spent. For example, if you pay your marketer $1,000/mo. For PPC, they should charge anywhere from $100-$200. You should have login access to view your Google PPC campaign, so that you can check the numbers. Your marketer can add you to the account so you can see directly from Google what your ad spend is.

I spoke with a personal injury attorney who was working with a big, national law firm marketing company, and when I asked what he was paying for ad spend out of his $13,500/mo. PPC budget, he told me they wouldn’t tell him. He subsequently dumped them.

So What Is SEO, and How Is It Different Than PPC?

?SEO, or Search Engine Optimization, is the process of optimizing your website to rank higher in Google search results. The goal of SEO is to increase visibility on the web and attract relevant traffic from search engines like Google, Bing, and Yahoo. SEO involves a combination of on-page and off-page techniques, including keyword research, content optimization, link building, and technical optimization.

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One of the primary advantages of SEO is its long-term sustainability. Unlike PPC, where you pay for each click, organic search traffic generated through SEO is free, except for the fee you pay your SEO consultant.

If your SEO was done well, you should benefit from it for several months or longer after your SEO is done working on it. PPC ends the second the cash flow ends.

?Additionally, users tend to trust organic search results more than paid advertisements, which can enhance your brand's credibility and authority.

However, SEO is not without its challenges. It often requires time and patience to see significant results, as search engine algorithms are constantly evolving, and competition for top rankings can be fierce. Moreover, achieving and maintaining high rankings requires ongoing effort and investment in content creation, optimization, and link building.

SEO will most likely cost more than pay per click, but there is no comparison when it comes to the value. Organic SEO is King.

Exploring PPC and Scams

PPC, or Pay-Per-Click advertising, is a model in which advertisers pay a fee each time their ad is clicked. PPC ads typically appear at the top or bottom of search engine results pages (SERPs) and are marked as "sponsored" or "ad." Google Ads (formerly known as Google AdWords) is the most popular platform for PPC advertising, but other platforms like Bing Ads and social media advertising options also exist.

?One of the key advantages of PPC is its immediacy. Unlike SEO, which can take several months or longer to produce results, PPC campaigns can drive targeted traffic to your website almost instantly. This may make PPC an appealing strategy to some.

?The biggest heartache with PPC, in my opinion, is that you pay each time someone clicks on your ad, regardless of whether they call you or not. ?Sometimes scammers use bots to click on competitors’ ads to drive up their costs.

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Another Scam To Be On The Lookout For…

And I believe this is more prevalent than has been noticed, is when you hire a marketer and they sell you SEO and PPC to run consecutively. They charge you for both under the assumption that SEO takes a long time to work, so while you are waiting, you could be on page 1 with ads. Then, I believe they drag their feet on your SEO so they can get two bites of the apple, longer.

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Choosing the Right Strategy

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So, which is better: SEO or PPC? The truth is, there is no one-size-fits-all answer. The effectiveness of each strategy depends on various factors, including your budget, goals, timeline, and the skill and honesty of the person or company you hire.

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If you're looking for long-term, sustainable results and have the patience to invest in ongoing optimization efforts, SEO may be the way to go. SEO can help you build a solid foundation for your online presence and attract organic traffic that continues to grow over time. SEO can also help brand your business.

What About Local Service Ads?

Local Service Ads (LSAs) are a relatively new advertising format introduced by Google to help local businesses connect with customers in their area. LSAs appear at the top of search results for relevant local service queries and feature a prominent placement above traditional PPC ads. LSAs are designed to provide users with quick access to reputable local businesses that offer the services they need.

?One of the key advantages of LSAs is their simplicity and ease of use. Unlike traditional PPC campaigns, which require extensive keyword research and ad copy optimization, LSAs operate on a pay-per-lead basis. This means that businesses only pay when a potential customer contacts them directly through the ad, such as by phone call or message.

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LSAs also offer enhanced visibility in local search results, as they appear at the very top of the page, above both organic search results and traditional PPC ads. This prime placement can significantly increase click-through rates and drive more leads to your business. Additionally, LSAs include features such as Google's "Google Guarantee," which provides added reassurance to potential customers and can help improve conversion rates.

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However, LSAs are currently only available in select industries and locations, limiting their availability to certain businesses. Additionally, the pay-per-lead model means that businesses may incur costs even if leads do not result in conversions. Furthermore, LSAs require businesses to undergo a verification process and meet certain criteria to qualify for participation.

New Trend in SEO

?Interestingly enough, Google is shifting more towards indexing social media posts on page one. Linkedin is a great candidate for this. For example, if you Google the phrase 'drug rehab in Lantana, Florida', you will see a Linkedin post showing towards the top of the page.

Final Thoughts

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When deciding between SEO and Local Service Ads, it's essential to consider your business goals, budget, and target audience. Both strategies offer distinct advantages and can maximize your online visibility.

A combination of Organic SEO and Local Service Ads would be a top consideration, in my opinion.

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