Pay Per Click Advertising Services or SEO?

One of the most common online marketing debates these days is whether to push organic search or rely on Pay Per Click advertising services. The tighter an organisation's budget, the more this is discussed.

The simple answer is that you probably need both, depending on your industry and location. Nobody would dispute that organic search is best, for both the consumer and the business owner. Shoppers trust organic search more than PPC advertising services, and it means a smaller spend for the business.

Paid and Organic Search

With the use of a professional SEO strategy and quality content, you can certainly boost the number of visitors to your website and achieve more sales. An interesting statistic, however, is that around 50% of online searchers can't tell the difference between paid and organic results.

We also know that over 40% of users will choose one of the top 3 (paid) ranked businesses in a search.

If you do decide to add Pay Per Click advertising services to your marketing strategy, set a budget. It is very easy, especially on social media sites such as Facebook, to just keep on spending money on ads. The secret is to use research, analytics and targeted adverts to get more bang for your buck.

Boost Brand Awareness

If you are building a new business or launching a new product or service, a PPC advert is an excellent idea. It can increase your brand awareness by 80%.

However, a good SEO strategy can also boost your brand. It will improve your visibility, build credibility and trust, boost website traffic and give you the best ROI. Interestingly, more users click on organic results so that will boost your CTR - or Click-Through Rate.

The downside of relying on SEO is that it can be slow to get started. There are ways to improve that - such as sustainable link building and professional content - so you need to invest in the strategy.

Advantages of PPC

There are several advantages to using PPC. It gives you a better position on the page for starters. You can also insert more commercial information than you would in SEO content. PPC adverts can also be targeted in different ways, by using keywords, language, time of day and geography.

PPC is also a great way of collecting marketing intelligence. Every bit of it can be tracked and analysed.

However, it can also be expensive - especially if you get into a bidding war with a competitor. PPC needs skilled management and monitoring and is a job best left to a professional online marketer.

Combining Your Options

Your best option is to consider running both SEO and PPC. There are several advantages to this. One is that you can use the analytics you collect from your PPC ad to boost your organic SEO. The A/B testing of landing pages and ad copy can also be used for your organic listing.

After an initial introduction by organic search, you can then target your best prospects using a PPC ad. You can also test out keywords on SEO first. It's all about using the two methods to support each other to achieve the best results and, of course, the best ROI.

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Created on Jan 9th 2018 03:42. Viewed 650 times.

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