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When to SEO and When to PPC

seo ppc
01 Aug 2017

While SEO (search engine optimization) and PPC (pay-per-click advertising) are both excellent assets to your digital marketing campaign, they each serve a distinct purpose. Below we will explore when SEO is the best course of action for your business, and when PPC is a must.

SEO: For Long-Lasting Results and Website Authority

SEO is really the only tried-and-true way to earn a high-ranking spot on the organic search results; however, it is a long and slow-moving process. When done correctly, SEO will reward you with:

  • Brand Awareness. Every time someone searches your keywords, they will see your brand, and overtime, you can become the authority of your niche.
  • Many people are weary of paid search results, but when they see you have ranked highly in the organic results, they will know that you earned it by proving to Google you are worthy of the ranking. This trust will also earn you a higher click through rate.
  • Low Cost Per Click. Once you do the work for SEO (which does take time and effort), you can reap the rewards time and time again. You don’t have to worry about paying for every click.
  • High ROI. Again, SEO is not easy or cheap from the get-go, but once you put in the time, you will see continued results and an improved ROI.
  • Long-Term Results. Unlike PPC, with SEO you can continue earning business for your efforts for many years—as long as you make sure your content stays relevant, of course.
  • A Competitive Advantage. If a competitor notices you ranking with SEO, it will take them months, or years, to even come close to outranking you, which can’t be said for PPC.

PPC: For Quick Results and Targeted Traffic

While its results are contingent on a bankroll, PPC certainly comes in handy in a variety of situations. For example, if you are a brand new company and you want to gain immediate traffic, PPC is the best way to go. Here is a look at some of the other benefits of PPC:

  • Top Rankings Instantly. Even though they are tagged as an ad, PPC campaigns will get you above the fold every time, and it will happen as soon as you input a payment method.
  • Targeting. Perhaps one of the biggest arguments for PPC in a digital marketing strategy is the targeting it allows. Instead of just showing up for anyone who inputs the keywords, you can pick specific demographics you want to see your content, such as the user’s location, the time of the day, and the device being used.
  • Guaranteed Results. Since you are only paying if someone clicks, you have nothing to lose. Plus, you can set your budget and the campaign will automatically stop once it has been reached.

As you can see, there are many differences between SEO and PPC. While one will get you instant results, the other is much better for the long-term. For help determining which one will work the best for your digital marketing goals, contact us today.