Most probably, you have a basic idea about Pay-Per-Click and SEO. But do you know which approach is best for your website? Most of the website owners find it difficult to determine whether they should opt for the SEO approach or consider PPC. So, here we’ll closely look at both these methods of digital marketing to help you understand which one is better for your business.
As you might know, online marketing is a strategy used to boost traffic to your website with the aim of reaching more potential customers. To achieve this, there are two commonly used strategies: Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. Both these methods are actually the two sides of a coin that intends to increase your website traffic. Although the goal of SEO and PPC are the same, still they differ from each other. So, let’s find out the difference between both these approaches.
Difference between SEO and PPC
SEO is a digital marketing technique used to improve your website’s search engine ranking with the help of organic reach. In order to rank your website higher on SERPs, the strategy uses methods like backlinking, bounce rate, the keywords you’re targeting and more. This method of driving traffic is free and helps in achieving high rankings in the natural search results. However, SEO ranking is not something you achieve in a day or two. In order to reach the top of the organic results, you need to have a little patience.
PPC advertising, on the other hand, is used to increase your paid reach. It is a search engine marketing strategy where you have to pay for advertising programs provided by Google Adwords, Yahoo Search Marketing and others. This increases your paid reach by displaying your ads in the sponsored results section of each search engine’s results page. Unlike SEO which is free, here you need to pay a fee whenever a viewer clicks on your ad displayed above or beside SRLs.
Now as you know the difference between SEO and PPC, let’s get back to the main question. “Which approach is best for your website?” This is a bit tricky question because there’s no straightforward answer to it. In order to determine the better approach for your business, you need to consider your firm’s advertising budget, location, and competition. Here are the things you need to consider in order to choose between SEO and PPC.
When it comes to choosing between SEO and PPC, you first need to determine your ad budget. If you’re on a tight budget, then SEO will work best for you. However, if you’re ready to spend $5 to $10 per day, PPC can benefit you in many ways. Whether you’re a small business owner or have a big company, PPC has some distinct advantages for every business.
Firstly, if SEO saves your money, PPC will save you time. This approach will help you test which parameters are producing higher conversion rates and which ones generate higher CTR. So, if you want to see fast outcomes, you should think of paying for the traffic through PPC advertising.
Secondly, as you know the SEO algorithm keeps changing. This means you need to keep updating your website in order to stay in tune with every Google algorithm update. But if you’ve opted for PPC, these algorithm changes will not impact your website’s ranking. But make sure to link your PPC campaign(s) to your Google Analytics account to learn which conversions are from PPC visitors.
If you’re considering a PPC campaign, you’ll need to research your CPC. Cost-Per-Click or CPC is the fee paid for a single keyword click which varies from industry to industry and keywords.
There are Google tools like Traffic Estimator and Keyword Planner that will help you in finding out the popularity of the terms you plan to target, as well as keywords your competition is targeting. With the help of these tools, you need to research the level of competition and cost-per-click (CPC) for your industry.
Usually, the first page of the search engine results page is dominated by the major players in your industry. So, you need to find keywords that receive a high volume of search queries but have a few competitors.
For instance, if you want to rank for “General Contractor Toronto”, the Google Traffic Estimator may tell you that the average CPC is quite high for the phrase. So, you may search for “Kitchen remodel” using the Traffic Estimator and find that the average CPC for the phrase is $3.80.
The average CPCs can go around $30 to $50 for popular, high volume keywords. And this makes it difficult for new advertisers to generate profit from PPC traffic. As such, SEO might be a better choice for these advertisers.
Before you start a PPC campaign, you also need to determine the level of competition in your industry. By entering your selected keywords into your Google External Keyword Research Tool you can find out how competitive the search engine results pages (SERPs) are for your target keywords. With the help of this tool, you will get to know the number of advertisers targeting your keywords and the average CPCs.
As mentioned above, both strategies have their own advantages. As such, it might be a bit tricky to determine which one is best for your website. If PPC gives quick results then SEO increases your brand’s awareness for free. If you want to achieve the best possible outcome, you should consider using both as they complement each other. By implementing both SEO and PPC, you can formulate an effective online marketing strategy that will drive both paid and organic traffic to your website.