It’s no secret that having a strong online presence is crucial when it comes to your company’s success. But, you’re going to need to drive traffic to your website if you want to reap the benefits.
In general, businesses choose between using SEO and PPC ads for their Internet marketing strategy. Which option is best for you isn’t always straightforward, however.
Let’s take a look at everything you need to keep in mind when it comes to SEO vs PPC.
So, What Exactly Are They?
In order to make the best decision, you’ll need to have a strong understanding of both marketing methods.
SEO stands for Search Engine Optimization and is the process of performing assorted tasks that increase the likelihood your website will show up higher on Google’s search results. One of the most common techniques is integrating keywords into your content that your audience is searching for.
Not only will this help your chances of reaching the top of Google’s first page, but you’ll also ensure that you’re able to provide relevant content to your audience.
The term PPC stands for Pay-Per-Click. This refers to a marketing model where advertisers pay a predetermined fee every time a user clicks on one of the ads they’re running. When utilized appropriately (such as through precisely targeting the right demographic), this can be a highly effective method to drive relevant traffic to your site.
Let’s explore the benefits that both can have for your business.
Prioritizing your site’s SEO value can drastically increase the amount of organic traffic you drive to your company’s site. Although improving this metric can seem daunting at first, it’s not as difficult once broken down into key factors.
In fact, it’s a relatively straightforward process in many cases. Notable aspects of an SEO strategy include:
- Thoroughly researching your target audience to ensure you incorporate relevant keywords
- Reducing loading times as much as possible
- Properly formatting your website for mobile devices
- Integrating keywords in areas outside of your content (titles, meta descriptions, etc.)
The second point is particularly important, as a site that loads slowly can easily cause users to navigate away from it.
Over time, you’ll begin to establish a foundation of content on Google’s search results. This will drastically improve both your brand awareness and the volume of users from your target demographic that reach your site.
Once you reach this point, it’s highly likely your regular traffic levels will be exponentially higher than they were in the past. If you rank high on Google’s first page for multiple keywords, for example, you’ll typically have tens of thousands of visitors (or more) to your site each day.
Additionally, there’s no direct cost associated with SEO like there is with PPC strategies. Companies with a limited marketing budget can benefit highly from integrating SEO strategies.
For those who have a need for more immediate results, PPC ads are able to drive a large amount of traffic to your company’s website within a much shorter period of time.
There’s a cost associated with this method (which you’ll incur every time someone clicks one of your ads). But, each click means that someone’s interested in the product or service that your company offers.
This means that PPC strategies can easily have a significant ROI under the right circumstances.
For example, let’s assume you’re going to run ads for your athletic apparel company’s running shoes. Each ad costs $1/click, and you have a total budget of $1,000 for this purpose.
The average sale on your website for this type of product is $70. In order to break even, you’d need approximately 14 purchases worth this amount.
Since you only spend money each time someone clicks on your ad, you essentially have 1,000 total chances to make a sale. If only 2% of users who clicked your ad made a purchase, you’d generate approximately $1,400. This is a 40% return on your investment.
As you begin to fine-tune your target audience, the copy on your landing page, etc., it’s not uncommon for your ROI to reach 200%, 300%, or even higher.
Other benefits of PPCs ads include:
- In-depth analytics to help you optimize your campaign
- Increased brand awareness
- Control over every dollar that you spend
Put simply, spending a bit of cash can help you generate a substantial amount of revenue when this method is handled correctly.
So, Which Is Best?
The answer to this question will depend highly on the duration of your marketing strategy. In general, you’ll find that SEO is best for long-term goals while PPC ads are ideal for goals you need to satisfy in the near future.
More specifically, SEO is great for companies that want to work toward establishing a long-term presence for their brand online. The more content you’re able to help reach top spots on Google’s search results, the better your site will perform over time.
But, not every brand has the time to wait for SEO tactics to take effect. In many cases, they need results within a month (or even short than that).
So, there’s something to be said about the immediate utility PPC ads provide.
When in Doubt, Incorporate Both
You may be in a situation where you have both long-term and short-term goals that you intend to reach. Or, you may want to be as productive as possible regarding your brand while you wait for your SEO strategy to take effect.
Using both SEO and PPC can allow you to reap the benefits of both strategies and get the best results possible. This is especially effective since each strategy tends to cover the other’s weaknesses.
For example, PPC ads are able to get your brand in front of plenty of users, but they won’t help you rank for high-profile keywords as SEO will. Be sure to keep in mind that you’re able to use both strategies concurrently— you’ll likely find that you hit numbers you never thought were possible.
It’s Often Difficult to Choose Between SEO vs PPC
But it doesn’t have to be.
With the above information about SEO vs PPC in mind, you’ll be well on your way toward making the decision that’d best for you— even if it means taking advantage of both.
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.