SEO VS PPC – Which One is Better for your Business?
The business owners nowadays have to go through a lot of challenges with the digital marketing campaign. The market is highly competitive and reaching out potential customers gets tougher by every passing day. The key to success is to know and understand digital marketing basics and to take calculated steps in choosing the better approach for the specific situation. In the digital marketing strategy, it is really important to choose the right channel for your business. Apparently, both the organic and paid digital marketing methods may look alike. However, both have their own pros and cons. Let’s have a look on both.
Search Engine Optimization (SEO)
It is clearly a misconception that only medium and small business owners resort to SEO while the large companies hire paid advertising and marketing companies and services for their digital marketing purposes. However, this is clearly not the case as a lot of multinational companies give equal importance to both SEO and PPC advertising methods.
Some pros of SEO are mentioned below:
1- Free and potential audience
If you choose SEO to work out for the success of your website, then all you need to do is manage the site according to the SEO principles. By making your site compatible with the algorithm of the search engine, you can increase its rank in the search engine results for some targeted keywords. In this way, you can easily increase the rank of your website in the search engine results and attract targeted audience towards your website.
2- Target audience- High chances of converting
While users visit Google and find your website in the high ranks, they are more likely to be converted to the potential buyer for any service that you offer.
3- Build your brand
Search engine optimization will let you make your brand and develop it. Your brand will have the ability to stand against the competitors and gain more traffic compared to them. Your brand will start having an online existence and will be easily visible to your potential customers.
Cons of SEO:
1- More time taking
Success in digital marketing through SEO will require the business to invest a lot of time before it can really garner a handsome amount of visitors. This is probably one of the most noticeable cons of SEO. Thus, if anybody needs immediate results from any digital marketing campaign, then SEO may not be the good option.
2- A visionary approach
SEO follows a visionary approach. You will have to wait for a lot of time before gaining substantial results from your SEO campaign. Thus, getting a good Return of Investment (ROI) from your SEO efforts will also take a long time. Small businesses which seek to find substantial revenues in short term may not find SEO to be a favorable approach because of this con.
3- No guarantee of results
Choosing SEO means to strive for getting to the first page of the search engine. However, if you start the SEO strategy and do everything according to the plan, even then in some cases, you can’t get to the first page using your targeted keywords. There can be many reasons for this, but SEO provides you with no immediate guarantee.
Pay-per-click (PPC marketing)
PPC marketing or pay-per-click is one of the best ways to promote your business online.
PPC is considered by many as the first step for measuring the profitability of keywords and ROI. The advantages provided by PPC are mentioned below:
1- Retargeting or Remarketing
Remarketing is a method by which you can reach the people who visit your website. PPC makes it possible hassle-free. It is an effective strategy because it can help convert the users to a potential buyer.
2- Measurable results
PPC networks, like Google AdWords, have certain metrics that can help the website owners to witness the success rate and see if they are getting a reasonable ROI.
3- Quick results
If you want quick results and are ready to pay for them, then PPC is the best choice for you. Setting up a PPC campaign is simpler than ever and you will start getting results pretty soon because the ads start showing right away.
Just like SEO, PPC has its own set of pros and cons.
1- Quite Complicated
There are a lot of variables involved in all the digital marketing methods and none of them is so easy. If not careful, the business owners can lose a lot of money. You may need an expert PPC handler to manage the complexity of PPC and give you optimum results for your business.
2- Advertising not so effective
It has been noticed in the past couple of decades that people have started growing skeptical towards the advertising and advertising industry. Some experts believe that SEO has the capability to increase organic results and is thus more effective.
3- Campaign ends, Ad disappears
Your content will be on the high-trafficked site as long as you can pay for it. You stop paying and the ads disappear and thus the sales too. Thus, it is hard to sustain a PPC campaign. However, on the other hand, if someone chose SEO, then his content will be on the site after some time and thus, will be a long-term effective strategy, unlike short-term PPC.
Both SEO and PPC have their separate sets of pros and cons. Depending on your business type, approach, and vision, you can easily choose the digital marketing method whether SEO or PPC keeping in view the pros and cons of both.