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August 2, 2021
SEO

Explained: Should You Use SEO or PPC Ads

For a company trying to launch a new product, the decision to select an effective marketing strategy to boost both product awareness and sales is an important one. It involves investing time and money and is crucial for the success of the product.

Online traffic on web engines like Google, Yahoo, or Bing are one of the best ways to direct customer attention to your business. There are two main methods that you can use to take advantage of online traffic: SEO and PPC.

In this article, we explore these methods to determine which one is the best for your business:

What is SEO?

SEO or search engine optimization, broadly refers to the techniques that enable a website to be placed on the first page, and on top of that page, of a search engine. The importance of SEO lies in its ability to improve site visibility, making sure that your website shows up more often in relevant searches.

Some of the advantages of SEO:

1. Higher visibility:

Since your website is guaranteed higher visibility on a search engine, new users will be able to find your website and by extension your business much more easily.

2. Increase in website traffic:

The more the number of users visiting your website, the higher the online traffic. This can lead to greater chances of leads and conversions.

3. Customer trust:

Since SEO results aren’t classified as ads, users won’t dismiss it as easily and potential customer trust can be developed.

SEO can be looked at as a catalyst to further growth though there are a few limitations to be kept in mind. Initial traffic to the site will be slow and only over time will it increase and stabilize. Additionally, SEO does not guarantee protection from changes in the algorithm. This means that close monitoring is required to ensure your strategy is effective.

What is PPC?

PPC or pay-per-click advertising is a technique where brands pay search engines or social media sites to put their ads in front of interested and users actively searching for the brand’s products or services.

It differs from SEO because it classifies itself as an advertisement for the website. It is placed at the very top of the search engine page for relevant searches and sponsors usually bid on keywords users are likely to type. PPC has a multitude of benefits which include:

  • PPC content is placed above all other results: These ads are placed at the very top of the search results, outshining SEO results as well as other websites.
  • PPC enables A/B testing measures: your website can easily split test different ads to see which ones work better and convert more.
  • PPC helps you select your target customers: PPC allows for companies to select their specific target audience based on geography, age, interests, and other demographics.

PPC is a good way to redirect search traffic to your website, but it also has a few cons. Bidding on certain keywords can be expensive. Certain lucrative search terms can cause bidding wars amongst companies, requiring large investments. Customer trust is also low because of the sponsored status of the search link posted. Managing your competitors as well as your funds is the best way to optimize your PPC advertising strategy.

Which one is for you?

Both methods yield amazing results but only when applied to the right circumstances. The unique set up of business and other factors need to be taken into consideration before selecting a method. A few general guidelines for both methods to keep in mind:

You should use SEO if:

1. You’re looking to build customer trust

2. You want quality traffic and lead generation on your website

3. You have the luxury of time

You should use PPC if:

1. You require immediate results

2. You want to be on top of the Search Engine Results for a variety of keyword categories

None of this is to say that you must choose either one strategy. Most brands do them both simultaneously. SEO is a long-term strategy and good for established businesses who see growth over long periods of time. Google Ads are great if you need to get off the ground immediately with traffic and sales.

Tags: digital marketingPPCseo

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