Are you stuck in the debate about SEO vs PPC which is better ? You are not alone. May brand owners constantly wrestle with which to choose and in what proportion to deliver the best marketing return.
Your brand spends a lot of money on pay-per-click advertising because it accords immediate returns.
Yet, you also like the fact that you can take advantage of organic search cost-effectively.
You are aware that the two marketing vehicles generate results. Do you know what your specific return on investment is for each vehicle? Can you tell which is better and how to combine them to maximize revenue for my brand?
Before we discuss this topic further objectively; let’s first understand what they are in detail.
What is SEO?
SEO is the process of making your webpages as search engine-friendly as possible, so they rank higher in the organic search results. A properly-executed SEO program helps your website rank higher in the organic search results for a set of strategically-chosen queries.
When you compare organic results vs paid, SEO will become one of the most profitable channels in your marketing mix. Over the long term, it’s more profitable than paid search, as it attracts higher quality traffic, and it drives higher engagement and brand loyalty.
Whether you have a big or small website, compounded results can be achieved through cost-effective scaling . Proper URL structures will benefit your existing web pages, as well as future content without additional work.
SEO is more stable
SEO is much different from PPC. With PPC marketing, you pay every time someone clicks on your ad. With SEO, your website or web pages continue to appear on the search engine results pages 24/7, as long as they are optimized for the search terms and keywords relevant to your business.
SEO is cost effective in the long run.
When your efforts create positive organic visibility in the organic search results, your brand will benefit not just today, but over the long term. Over months and years, positive organic search visibility increases the ROI from your SEO investment exponentially.
Organic listings build brand authority.
If your business dominates the search results, people will take you seriously as an expert in your industry. They’ll believe you have the right information and expertise to help them solve their problems.
SEO occupies more space in the SERPs
Your optimized page can potentially occupy multiple places in the search results. For example, if you optimize your pages for both the Featured snippet and for the Answer box, you can potentially appear more than once per search result page.
SEO enables customer touch points throughout the funnel
Do you want to influence customer interactions at different stages of their journey? You can do so by curating your posts according to research related topics and long-tail words.
It’s possible for better brand awareness and positioning when you appear at the top of SERPS as your target audience narrows its options. For example, the bottom of the funnel can be used to directly encourage the buyer’s final decision.
The ROI for SEO compounds over time
It takes time but your SEO will give back what you put into it. It compounds over time. By strengthening your authority and credibility, less effort will be needed to push your new pages, posts, and other content up the ranks of the results pages. You’ll spend less time creating new content, and you’ll get a better return on your efforts.
The main drawback to SEO is that you’ll have to wait for the traffic to come in. In some cases, the traffic can be slow to arrive, as you could be competing with big brand names.
You’ll need to optimize your website regularly
The more traffic your website gets, the higher your page rank. Page rank fluctuates, but if your ranking drops, there’s a good chance that you have an issue with one or more of the following.
1. Search engine algorithms change
Google constantly tweaks its ranking algorithm and some of the updates are game changers. We have to keep up to date on new developments and make changes to your pages in accordance with the latest changes. Otherwise, your rankings could drop.
2. Changes to searcher intent
The reason behind why users are typing in keywords can alter search results, affecting positions of certain web pages in SERPs.
3. Technical issues
Search engines need to be able to crawl each page to find technical issues. Your ranking will decline if they can’t. Check the pages that are dropping if you notice a huge change in your position. They are crawlable. Do they load properly?
If you’re doing SEO, you can bet your bottom dollar that your competitors are too. They will probably start to outrank you if they are continually optimizing when you are not.
What is PPC Advertising?
Pay-Per-Click marketing service that allows companies and individuals to pay for each click on their advertisements that show up when people search online.
These search ads help people find products and services related to their searches. The cost of PPC ads usually depends on your industry and the search volume of the keywords you’re targeting.
Social media or Google ads can help your business stay competitive in a crowded market and quickly get in front of their target consumers if you don’t have the domain authority to get your site ranking organically on Google.
Why pay when you can earn clicks through organic search?
PPC ads appear above organic rankings.
Paid ads give your business more visibility, so your brand is seen above your competitors. You can also pay to display your PPC campaign ads on relevant websites.
In the beginning you should set a goal of how much you want to spend per day. You can set a budget, but don’t spend more than that. This way, you will not blow your marketing budget.
PPC allows you to pinpoint your target audience.
A PPC ad is a powerful, versatile tool for getting your content marketing in front of the right people. Pay for the users you want on your website. You can target by keywords, demographics, location, language, device, time of day/week, and previous visitors.
Even if you don’t click, you’ve seen them every time you do a search on the internet. They appear above (and below) organic results.
The long game is to achieve a page one ranking in search engines. Within a day, PPC search text ads can be made. Quickly, results come through. If you want to promote a product launch or event you would be able to earn clicks quickly.
Track conversion rates, which keywords convert, and their cost with the help of internet analytic tools like Google Search Console, Google Trends, Google Analytics etc. This data can be used to increase your paid ads and your content strategy. By performing A/B tests with your paid campaigns, you can improve the performance of your ads.
Full Control over the Entire Process
Targeted geography, links to your site, call buttons, bullet points and pricing are some of the assets that can be included in a pay per click ad. It is up to you, where you send users that clicked your ad and what you show them on your landing page.
You have creative control with Product Listing Ads (PLAs). You can’t do this in Organic Results. You can show users your products visually rather than simply describing them.
No budget, no results
Getting traffic from paid ads is as simple as pressing a pressure tap on; but as soon as you stop applying pressure, your traffic is gone.
If you have to lower your budget or stop paying, your business will suffer the consequences of losing traffic.
Meanwhile, SEO takes a bit of initial effort to get moving, but it keeps rolling after you stop pushing.
PPC Campaign ads can have high Costs
Ad spending is significantly important, even if you aren’t generating clicks and getting paid. Even just a click, regardless of whether they are qualified or not, requires a higher investment now than in the past because of the rise in CPCs.
As your specialists test different bids, ad copy, keywords, landing pages and campaign settings until they hit the sweet spot, pay per click is a process of constant fine-tuned.
You’re likely to lose money on failed experiments because you can’t expect to have perfect return on investment. This is a process, not a destination. It requires a financial investment.
Lower profit margins
Lower profit margins are usually caused by PPC offers. Without a significant increase in the prices of your products and services, customer acquisition costs would continue to get higher through the bidding system.
Higher cost per customer acquisition
Customer acquisition costs are high. When people don’t pay attention to ads, they may be difficult to prioritize.
The majority of your audience won’t pay attention to ads, so it may be challenging to prioritize PPC in your internet marketing plan.
When you’re planning your marketing campaign, you have to make sure your ad will stand out from the other content on your page. People are used to seeing ads in their search results, so you need to have a balanced approach when it comes to paid search marketing.
SEO or PPC which should I Choose?
SEO vs PPC statistics
There are tons of data to compare these search channels. Here are some interesting ones
Google organic traffic accounts for over 92% of global web traffic.
76% of B2B search traffic is trackable.
SEO drives almost 100% more traffic than paid traffic.
PPC Ads can raise awareness by 80%.
Google Display Network reaches 90% of Internet users globally.
Average Facebook Ads Click-Through Rate is 0.89%.
SEO vs PPC click through rates
When it comes to pay-per-click (PPC) campaigns, you can’t beat the power of organic search. In fact, there is almost a ten-to-one ratio between organic and PPC conversions, so organic search is the better option if you want to maximize your website traffic.
SEO vs PPC ROI
A SEO strategy has the potential to drive significantly higher volumes of organic traffic your way because of the higher click-through rates that we have seen. The cost per acquisition is going to be much lower with its use.
If you currently spending are large amount on paid search monthly, learning how to improve the results will greatly benefit your bottom line.
If you are spending ten thousand dollars a month on PPC, it is realistic that you could reduce your CPA by dominating in organic search and reducing your pay per click spend.
It’s best to gradually shift to a heavy reliance on the internet if you are not strong in SEO today.
As you start to perform better organically, it will be more profitable for you to focus less on paid search and more on organic search engine optimization. This type of phased process can take time, but is more profitable for you than relying on large PPC allocations simply because they are known quantity or because you have always done it.
There’s no question that a strong Enterprise Search Marketing strategy will help you get the highest return on your search engine optimization efforts. You need to engage customers who are at different points in the buying cycle, from those who are just starting their research to those who have already decided to buy.
SEO vs PPC Which is better for my business?
You have read up to this point and want to know who the winner is. The best answer for many businesses is, “Use both!”
Using a combined strategy will allow you to occupy more real estate on the search results page. It is possible to push down the competition and make a stronger brand impression by working together.
You can maximize your marketing return by using both strategies at the same time. Is it a good idea for them to work together?
There is absolutely no doubt about it. They drive results in different ways. If you know how, then results will increase.
PPC works best for meeting short-term goals if you target high-competition keywords that are being used by many other sites.
Search is ideal when aiming to achieve your long-term goals by targeting low-competition keywords that will continually bring results once ranked.
Why Use a Combined Strategy?
You can run multiple A/B tests with different types of content. Then, once you’ve established your highest-performers and understand how it works, you can replicate the process when creating and improving content you want to rank organically.
A pay-per-click advertising campaign is the first place you can test your long-term search engine maximization strategy.
If you want to test the viability of the keyword, you can include them in your organic content, even if they are high price, low converting, and high volume.
You can use industry research tools to find which of your competitors are bidding on and include them in your campaign.
How to best use PPC and SEO Working Together?
Improve your chances of getting ranked on page one by bidding on the same keyword you have optimized your content for. With a high bid, you can get your ad next to the top of the page, if you buy Google ads for that same keyword. If you do both of these things, you will dominate the first page of results, and get tons of clicks.
When he traffic appears to be moving well as you are getting many site visitors. It is not uncommon for some of them to be distracted and bounce away. PPC Retargeting, can bring potential customers back to your site.
An example of this would be if someone came to your website and clicked on an add-to-cart button, but then left before they completed the transaction. If you buy ad space on a different website, you can display the product that person looked at and remarket to them again. It has shown to be highly effective in increasing conversions and ROI while bringing down cost per sale.
Final Thoughts – Make your Decision
Should you go for a short term burst or a long term strategy?
Depending on your business situation, you can choose to go with either of these methods. Make sure to weigh the strengths and weaknesses of both Search Engine Optimisation and Pay Per Click.
Both types of digital marketing need to be considered, before you can decide which option is the best for your needs, goals, and budget
It is possible to integrate the two strategies to see more outstanding results. Search engine strategies that compliment each other will bring improved results.
If you are ready to start driving results with SEO, PPC, or both, Blazing Conversions can provide expert digital marketing services to you.