Pay Per Click and Search Engine Optimisation are two sides of the same coin. Both are very good online methods of advertising and ideally both should be used at the same time to gain maximum benefit. However, depending on your budget this may not be possible so which one do you decide to go for?
Here’s a quick guide to PPC vs SEO and the circumstances under which each are the most effective.
If you have a new product or service that needs a short-term promotion, PPC can be set up within 48 hours and then monitored and tweaked over the life of the campaign to get the best response from your target market.
SEO on the other hand, is a long-term strategy best suited to building a solid foundation for a business and its brands. It relies on good website design, and relevant and frequently updated content to attract the search engines and increase your ranking, and both of those take time to achieve.
PPC can get expensive very quickly unless carefully monitored and rigorously controlled. The most popular keywords can be costly if you get into a bidding war with competitors. SEO on the other hand spreads your budget over a period of time and is far less likely to result in costs escalating as you have more time to consider what you’re doing and why.
PPC tends to have short-term value, rather than long term value, although it is possible with the right marketing to retain those customers found as a result of a PPC campaign. SEO on the other hand is built for long term value. For every news release or article placed on the site, every optimisation tweak that increases the number of hits a few more percent provide value well after the cost of doing so has passed.
The risk of PPC can be very little if monitored closely because PPC campaigns should always be a fixed investment over a specific period of time. When evaluated over the short term they are very low risk. SEO on the other hand, can take a long time to see the rewards from and in that respect they are riskier, especially for a new company that may not have much in the way of content on their website. For an established company with a lot of good quality content the risks are far less.
PPC advertising has its own carefully developed set of tools that allow you to closely monitor and track the response of each campaign, as well as any changes you make during a campaign. Within a few days of making a change you will either see a rise, a drop or no difference in the number conversions, allowing you to be highly responsive with your changes in return. SEO on the other hand don’t produce such immediate results for analysis and can be hard to quantify. Changes are slower to show a response and more likely to be seen on a month by month basis rather than day by day.
Whether you go for PPC or SEO when you only have the budget to do one is something only you can ultimately decide. It’s dependent on what you budget is, what you are trying to achieve, by when and what your current standing in the online advertising world is.
However, the Sacha Mango optimisation team can help you evaluate all of your choices so you can make the right decision for your circumstances. They may even be able to help you find a way to do both PPC and SEO on your budget.
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