SEO and PPC: Which is right for you?

When your marketing budget is limited, every dollar counts. You want to make sure that you invest the most.

But there are many options to choose from-how do you know which is right for your business?

The SEO vs. PPC debate is one of our most common questions on The HOTH.

In today’s article, we will break down what you need to know when making a decision. We will introduce the advantages and disadvantages of both and provide some suggestions on how to consider them.

The difference between SEO and PPC

The first thing you should understand is the difference between what we are talking about when talking about SEO and PPC.

Typical search results are as follows:

You can see ads that you have paid for at the top of the search results, or what we call PPC (Pay Per Click) ads. These are sponsored search results paid by advertisers.

Then, below this, you have a natural list, which is not sponsored, so you can’t pay Google directly to appear here. The ranking here is affected by SEO (Search Engine Optimization).

Before providing you with recommendations that are suitable for you, let us first talk about the advantages and disadvantages of each option.

Pros and cons of SEO

Here are some of the biggest advantages of SEO:

Advantages of SEO

SEO continues

SEO links and content will never disappear (in most cases), and will continue to be crawled by search engines instead of paid traffic, because once you stop paying, you won’t pay.

SEO has a high return on investment

Since you can rank on Google without paying directly, the return on investment for performing SEO is usually high.

SEO disadvantages

SEO takes time

In order for SEO to take effect and to check your website rankings, it will take several months. Your SEO advertising campaign will not succeed overnight, it will take months of hard work to get you ranked.

Ahrefs conducted a study and the results showed that 5.7% of the top 10 search results in a year.

The ranking performance of the page since 1 year "See you for the first time."

SEO is difficult to control

Although you can certainly use best practices to influence rankings, you can’t directly control exactly where you are or how Google displays your site.

High competition

Depending on your industry, certain websites and companies may face the challenge of trying to rank for specific keyword topics, which may cost more money or take longer (e.g. CBD oil e-commerce and Nebraska Pet Grooming Service in Lincoln, California).

Pros and cons of PPC

Advantages of PPC

PPC can get fast results

You can set up the ad immediately and show it as soon as the ad is approved. This means you can start getting traffic today.

PPC puts you in control

With PPC, you have complete control over the product or service you want to advertise, how much time it takes, and the message you want to send.

  • Specific keywords
  • Advertising copy and news
  • Destination (landing page or blog post)
  • location
  • audience
  • Demographic
  • schedule
  • Placement
  • Campaign type/format

When running a PPC campaign, you can focus on high-profile keywords that some people have problems and need solutions to.

If someone is looking for a dentist, then bid for the keywords “emergency dentist” or “emergency dentist open 24 hours”, this is a great way to provide solutions for your consumers, provided that your clinic offers emergency dentistry service.

Example of an emergency dental ad.

By bidding for keywords with high intentions by PPC, your business can use PPC to seize these opportunities by ranking first on page 1 and introducing new businesses every day.

You can use PPC to quickly test different strategies

With PPC, you need to test so many variables to find out which keywords, messaging, images, and other elements have the highest conversion rate. Therefore, making PPC a great way to test the market before triple the SEO effort.

Optimization takes time to adjust ad copy, landing page copy, keyword adjustments, etc. In general, it takes time to allocate a precise stream of leads for a specific service.

But optimization will pay off in important ways!

The example of optimizing the introduction of decent prospects shows that prospects are prepared to pay $7,500 a month for services.

In search advertising, we shifted from a general copy method to including words like boredom and tiredness to gain insight into their pain points.

These are common pain points that anyone with IT services will feel.

Through this optimization, our cost-per-click decreased, while the click-through rate increased.

This chart outlines the winners and losers of text ads.

We also did the same for display ads and changed the image to show aggressive business owners.

Missing ads

An example of missing ads.

Award-winning advertisement

Examples of winning ads.

With PPC, you can follow up on redirects

With PPC, you can choose specific ad formats and campaign types. Retargeting campaigns is the best and most profitable. By retargeting, you can re-engage past visitors from your ad or website.

This image shows how remarketing ads work.

Disadvantages of PPC

PPC can be “expensive”

In some industries, you can pay anything between $2 and $200 per click. With PPC (Pay Per Click), you only pay for individual clicks on ads. If you are a law firm and you want to find anyone for a “personal injury lawyer”, the average cost-per-click is $110.

An example of the legal industry is how expensive PPC is.

Which should you use?

One of the biggest points that need to be explained is that many people think that they should only choose 1 between SEO and PPC, but they don’t have to choose only 1.

In fact, you can use SEO and PPC at the same time.

Here are some examples of how it works:

Use PPC data to drive your SEO campaign

Although some of our SEO clients have been constantly making organic efforts, they also run PPC.

In this way, they are working hard to achieve the short- and long-term goals of their business.

In the short term, they are focused on bringing in new income to keep their cash flow healthy through their PPC efforts.

In the long run, they will focus on ranking for specific keywords in order to obtain a higher return on investment from their organic efforts. These efforts will bring them stable traffic, which may be converted into income in the next few years.

Customers with this way of thinking are using PPC data to promote their SEO advertising campaigns (based on which keywords are most profitable), create new content around services that generate new businesses, and continue to solve service problems faced by new customers.

Use remarketing to get more ROI from your SEO efforts

When you use SEO to attract website traffic, you can start a simple PPC campaign to get these visitors back to your website.

This marketing method is called remarketing and allows multiple PROs when using SEO and PPC at the same time.

  1. You are re-engaging previous visitors, now someone sees your brand, and you are actually following them, unlike your competitors.
  2. The cost-per-click is significantly lower than the cost in search campaigns. In the con section above, we discussed the cost of high CPC. Through retargeting, in some cases, your cost-per-click has dropped by more than 50%.

In the example below, you will see our cost dropped from $4.90 per click to $0.92 per click!

After retargeting, our cost-per-click dropped from $4.90 per click to $0.92 per click.

In the example below, you will see our cost dropped from $16.17 per click to $1.04 per click!

After retargeting, our cost-per-click dropped from US$16.17 per click to US$1.04 per click.

in conclusion

In general, these two marketing methods have their advantages and disadvantages.

In some cases, you must weigh which is more important to you. If you are looking for potential customers now, focus on PPC, and if you can wait, focus on SEO.

Ideally, I recommend focusing on both tasks at the same time so that you can achieve both short-term and long-term goals.

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