image of tausif akram By: Amby
28 Jul 2014

PPC vs. SEO

There is no debating over whether the more effective internet marketing strategy is based on pay per click (PPC) advertising or search engine optimization (SEO).

The truth is that both strategies are effective… but if you have to choose just one for your business, perhaps due to budget issues, then it is important to know the pros and cons of each option and choose the solution that fits your unique needs best.

Pay Per Click (PPC) Advertising:

Pay per click advertising is, just like it implies, an advertising opportunity where you only pay for each click. The catches, and benefits, include:

  • You will probably want to pay a PPC specialist who is experienced in getting the best return on investment. As simple as it may be to set up an ad campaign yourself to save some money, a professional is more likely to do it right for best results.
  • With PPC, you have more control over reaching a targeted audience.
  • You can compare the best traffic source between PPC campaigns on social media compared to search engines.
  • PPC ad campaigns give you the best analytical insight into the search phrases and other data that works, and what doesn’t.
  • The best benefit of all is that you can really set your own budget with PPC
  • But the worst catch is that ads are often blocked or overlooked. While effective for brand exposure, advertising is no longer the best way to lure prospects in

Search Engine Optimization (SEO):

Search engine optimization is, just like it implies, optimizing your website to reach search engine users. The catches, and benefits, include:

  • While it sounds free compared to advertising, there is still a cost associated with professional SEO services
  • More importantly, there is a big risk associated with hiring the “wrong” SEO provider.
  • SEO can and should be built into a bigger picture marketing campaign, where incorporating keywords in your blog is an afterthought rather than the #1 priority
  • SEO takes a very long time before you see results
  • Once the goal is achieved, your website will get more attention to targeted search engine users than it would through PPC advertising.
  • But even then, there is no guarantee that new traffic will become new customers.

Summary:

Choosing where to put your investments is one of the biggest obstacles of launching a startup business or website. Yet with some basic understanding of the different strategies used to market online, you can make a well informed decision. In short, PPC advertising may be great for immediate, short term attention but only SEO can establish a sustainable online presence for the long term.

Subscribe to SST