SEO vs PPC
SEO vs. PPC: When to Use Which Search Marketing Method for Maximum Profit
What is subject to a lot of debate, however, is the matter of SEO vs. PPC, two of the most powerful traffic generating approaches. SEO stands for search engine optimization. PPC stands for pay per click. Though their end goal is the same, they are different concepts that require different techniques and methodologies.
There are two key differences when considering SEO or PPC. The first is that paid ads appear at the top of the page, above the organic listings influenced by SEO. The second is that traffic from organic via SEO is free, whereas traffic from PPC has a cost for each click. In many cases, SEO and PPC work best when integrated and strategically aligned.
Brand Visibility
Marketing Intelligence
Targeting & Stability
Budget & Speed
Best To Use SEO
SEO: Improve your organic traffic
What are the pros and cons of organic traffic from search engines? Let’s begin with the pros:
Awareness. Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.
Branding. Visibility around commercial search terms and informational queries related to your business area can have a positive branding benefit. Your brand can become associated with and trusted by searchers who are asking questions as they conduct the research that will lead to a purchase. You can become an authoritative voice around a given topic.
Credibility and trust. Having your site return in the organic results can influence your perceived credibility with an audience looking for your services. Many users skip ads and trust organic results more highly. Being visible gives your business that all-important stamp of approval. Also having strong review and reputation signals in place will deliver further benefit.
Best To Use PPC
PPC: Laser-targeted visibility
How does paid search differ from organic search? With click-through rates and trust heavily stacked in favor of organic search, why would a business look at paid search? Here are some of the benefits PPC offers:
Position on the page. Paid search dominates above-the-fold content. With typically four ads on desktop and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them.
Improved ads. PPC ads are just that: advertisements. As such, you have far more granular control and more space for delivering your marketing messages. Calls, locations, sitelinks, pricing and bullet points (callouts) are just some of the options for creating ads that dominate the page.
advertising platforms Popular PPC advertising platforms include Google Ads (AdWords), Bing Ads, and Facebook’s advertising platform. Niche-specific PPC systems also abound. One good example is PlentyOfFish.com’s advertisement option, which works wonderfully with dating offers.
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