Pay per click advertising and search engine optimization are the two different marketing concepts employed under Search Engine Marketing. If you intend to make a mark on the internet, you should utilize at least one of these techniques properly.
Making use of both techniques require a favorable amount of resources, which include but are not limited to time, effort and money. If you have ample amount of each, then you are capable of making a big mark online.
Utilizing PPC marketing and SEO at the same time requires sufficient experience and expertise, on top of the three necessary resources mentioned above. But if you don’t have all of these, you can always focus on one technique at a time. Both PPC and SEO have their own advantages and disadvantages, but how do you know which one you should choose?
Which is Better: PPC or SEO?
Let us compare both techniques side by side, based on the qualities and results that a business is looking for.
1. Speed of Results
The results of Pay Per Click marketing are instant. The moment your ad texts and keywords are approved, your ads have a potential to be shown in the next search query that contain your keywords. The higher your ad rank, the higher the chances of your ad getting seen more often. Because PPC have immediate results, it will be easier for you to make some adjustments to suit your business needs.
Search engine optimization, on the other hand, takes a while to take effect. It may take days, weeks and even months for you to see some results. Likewise, the adjustments you make will not be quickly evident.
So if your goal is to be seen by potential customers instantaneously, then PPC is the marketing method for you.
2. Foundation of Online Presence
Using SEO is like building a house brick by brick. You need to do it constantly and regularly for it to be built the right way. You may not achieve immediate results, but the end product has a strong foundation, especially if you utilize white hat techniques.
With PPC, you will have an online presence straightaway. However, to maintain that online presence, you also have to maintain your cash out for the advertisements.
If your goal is to build a strong online foundation, SEO is the marketing method for you.
3. Marketing Costs and Return of Investment
Both PPC and SEO have marketing costs. Contrary to what others say, SEO does cost you some money, even if you are the only one working on the SEO of your website. Your time and effort have equivalent monetary values, so you need to learn how to quantify those if you want to be able to measure your ROI appropriately.
Working on your website’s SEO is like investing. You have to shell out money knowing that you will be paid back eventually. This means that with SEO, you may have to spend a lot in the beginning, but the costs will dwindle as time passes by. And as costs decrease, the ROI starts to show.
Using PPC for your website means continuously spending for the ads, while expecting immediate Return of Investment. The moment that you stop spending for your PPC ads is also the moment that you can expect your conversions to decrease or stop altogether. However, being able to make adjustments quickly allows you to properly manage your funds towards the ad campaign that benefits your business most (read: higher ROI).
If you have a steady source of funds and would like a high Rate of Return, then PPC is the marketing technique for you. On the other hand, if you have very little funds and you can wait before you see the fruit of your marketing efforts, then you can go for SEO.
Search Engine Marketing Choice
The pros and cons of Search Engine Marketing techniques greatly rely on which angle you are looking at. The choice, therefore, of which is better between Pay Per Click Marketing and Search Engine Optimization, is based on the promotional needs of your business.
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