PPC vs. SEO: what’s the difference and which is a better option for your business?

When implemented correctly, PPC (pay per click) and SEO (search engine optimisation) are both highly effective ways to nurture leads. While the two methods utilise different approaches, they share the same objective and that’s to generate traffic and boost sales.

Read on to discover the key differences between PPC and SEO as well as their key benefits to help you determine if these strategies are right for your business.

What is PPC?

PPC is an advertising method in which businesses create ads that appear on Google’s search engine and bid on keywords so their ads will be shown when a user searches a particular keyword. As the name implies, businesses pay for each click on their ad.

Google assigns a Quality Score value that considers your click through rate, relevance and landing page quality. Advertisers with higher Quality Scores will get more ad clicks at lower costs.

There are a range of factors that will determine the success of a PPC campaign. It’s important to create a strategy that takes into account keyword relevance and proper ad text with enticing copy as well as optimised landing pages with a clear call to action, tailored to specific search queries.

What are the key benefits of PPC?

PPC enables you to connect directly with your target audience and gives you control over your targeting, allowing you to choose keywords, demographics, location, time and days you want your ads to appear. Your ads will only appear to people who are interested in your product/service.

PPC gives you the opportunity to compete with your rivals and can help startup businesses see quick results by not only driving traffic to a website but also by creating brand recognition. A well-managed and executed PPC campaign can deliver results within days, but it is critical to monitor performance regularly, so you don’t end up wasting money.

What is SEO?

An organic marketing method, the objective of SEO is to help potential customers find your website when they use a search engine like Google. When SEO is implemented well, it can generate significant brand awareness, putting your business in front of potential customers, while also creating credibility and trust amongst your target audience.

Visibility in organic search is not a quick or easy process. If you are just starting out, it can be difficult to compete for certain keywords against big brands, so it’s important to have a strong strategy in place.

There are a number of on-page and off-page tactics that can be implemented to boost your SEO campaign, including link building. Search engines reward sites that are user-friendly and have quality, relevant content – a positive user experience is a critical element of your website’s SEO success.

What are the key benefits of SEO?

Unlike paid advertising, SEO efforts provide round the clock promotion. While SEO results take time, a well-planned and properly implemented strategy can deliver beneficial long-term results including a very impressive ROI.

SEO is an effective way for businesses to reach various target audiences – creating multiple pages targeting different audiences and keyword phrases allows you to reach your entire audience with tailored messaging. The catch? If you’re not on page one of Google, you likely won’t be seen by your target audience. To create an influential brand, your online presence should be a critical component of your overall strategy.

So, is PPC or SEO better?

If you’re trying to decide if PPC or SEO is right for your business, the first thing you should do is define your goals. There is no right or wrong answer here, it simply comes down to your business and what you are trying to achieve.

The perfect scenario combines the two efforts as this tends to lead to the best results overall. If your website is ranking on the first page of organic search and paid search results, you are giving your customers multiple opportunities to engage with your business, while also strengthening your credibility. SEO can give you consistent results and increase the authority of your website while PPC can give you immediate results with a highly targeted audience. Plus, you can use data from your SEO campaign to enhance your PPC strategy.

At Zib Digital, we understand that no two businesses are the same. We pride ourselves on delivering exceptional outcomes for our clients and we’ll go the extra mile to make it happen. If you want to reach more potential customers, get in touch with us to discuss a strategy that is right for your business.