The success of every online business necessarily relies on traffic generated by navigating potential audiences. Therefore, when deciding which strategy to use for marketing, it’s important to weigh the pros and cons. While Search Engine Optimization (SEO) focuses on building natural links, Pay-Per-Click (PPC) requires paying a fee every time someone clicks your ad. Both these strategies help achieve the same goal; however, it’s important to understand when to use which under the available circumstances.
SEO is about utilizing various techniques to drive website ranking up on prime search engines. Around 80% of viewer traffic comes from search engine users, with Google garnering more than 3 billion searches daily. This means it’s usually the first place people go when looking something online—however, there are many other sites like Yahoo!, Bing, AOL Search. So, when should we use SEO?
You need consistent results.
One of the best pieces about SEO is that it has a long formation time frame. It might not happen sooner than you think, but getting sustained traffic will be well worth it if you give it time and work hard on it. As a bonus, as soon as one campaign ends, another begins. So no matter what happens with Google’s algorithms or search engine results pages (SERPs), just keep up with your regular content posting routine on social media sites like Facebook or Twitter. Follow by putting up organic content via networks’ native share buttons to make sure all future posts are optimized.
Forming an authority site.
An authority website is an ultimate resource for your specific niche. Once it’s established, there will be no need to look anywhere else to get information on that topic. Potential customers will go straight from their search engine result pages to your site. To build an authority website requires navigating substantial traffic and making sure you’re ranking high enough against other sites vying for the top spots. All you have to do is post relevant content produced by an SEO service.
Increasing website value.
Websites can be as valuable a commodity like any other, and it’s important to keep yours up. If you’re looking for ways to increase your website value to sell at an elevated price point, there are plenty of factors that affect its worth. For starters, consider the amount of traffic generated (both now and overtime), consistency with which visitors come back repeatedly, rankings on search engines, link authority. All these come under the domain of SEO.
Pay-per-click marketing is about bidding on the keywords you want your ad to pop up with. These ads will be seen by any potential customers who type in those words into their search engine. PPC ads are really convenient due to the automatic bidding system allowing to set ad prices. PPC platforms have come a long way since the days of Google Ads (AdWords), Facebook, and Bing. Nowadays, there are niche-specific PPC systems like PlentyOfFish offering ad-related marketing.
You need instant results.
PPC campaigns deliver results within minutes. Once you start your campaign, it’s a matter of time that you find potential customers visiting your website. Thanks to max bid requirements on Google’s Adwords platform, the high-priority ad placement creates the possibility of instant traffic. PPC campaigns work so well during product launches or services into markets where they have not been heard about yet. An affiliate marketer would use it as part of their marketing strategy by leveraging all available channels from day one.
Targeting designated traffic.
PPC campaigns bestow the ability to target prospects with an array of demographic information. This includes age range, gender, income bracket, education level, and even marital status. You also have an ad displaying option on popular social media platforms like Facebook to choose from people’s hobbies. Once the audience is known, you can simply navigate them towards your web pages.
Marketing time-bound offers.
The urgency of time-sensitive offers often leaves marketers in a race against the clock. SEO campaigns with long gestation periods might produce belated results. At the same time, PPC provides fast and efficient traffic delivery for an offer ending soon. A business on its last legs may find its best chance at redeeming itself to come down to marketing some kind of event or product before it expires. After all, there’s no better way than advertising your own expiration date.
Websites aren’t meant for SEO.
Websites like squeeze pages are not designed for SEO. They lack the factual content required to stay at the top of Google’s pile when others surpass them based on popularity or relevance. However, you can generate traffic from these sites with PPC campaigns if you plan out everything strategically.
Controlling search results for your particular keywords.
In the past, it was easy to rank highly for organic search results because there were fewer advertisements on a page. Now that advertisers have so many channels available to them (such as AdWords), they take up more of the space above and below your website’s listing in various searches. This means you need PPC services more than ever. Incorporating PPC in your marketing strategy now, while competition is relatively low, will give you an edge over other businesses later when everyone else jumps on this trend.
There are many reasons why one might have a preference for SEO over PPC and vice versa. Both methods of marketing should be used as they complement each other well. However, this is not always the case with some people’s preferences. It may seem like they’re endless combinations to use when creating an online presence. Still, your type may depend on how you want to present yourself or what niche market you’re targeting. Consider opting for a reputable service that can help you determine what’s best for your online business.