When it comes to unveiling your business to light, two of the most popular practices of online marketing (yet, oftentimes they’re mistakenly interchangeable) are SEO (search engine optimization) and PPC (pay-per-click). However, you may encounter a dilemma which will leave you wondering, “Which of the two is best suited for my business?” Unfortunately, the answer isn’t always clear-cut, but it is an indubitable fact that the success of your business is dependent on the traffic you garnered. Moreover, your generated traffic can potentially be translated into leads and sales conversions, which is like hitting a goldmine!
For small to medium-scale businesses, it’s difficult to decide which strategy is worth investing since they both leverage search engines towards the same end-goal. If done properly, SEO and PPC can be the backbone of your business, but it all depends on your business circumstances. Henceforth, it’s worth knowing the strengths and limitations between these two methodologies. Without further ado, let’s take a look on what they cater and find out the best strategy for your marketing plan.
It’s a time-consuming process
As mentioned before, SEO is an art which requires a ton of cumulative groundwork before bringing your business takes the center of the stage. After all of the diligence you put into your marketing plan, you’ll need to have patience since results don’t produce overnight. Because it takes a considerable amount of time to generate results, your ROI will also take a while. Therefore, SEO may not be the best course of action If you are looking to find immediate results. It’s also worth mentioning that if an agency mentions guaranteed quick results, be completely cautious of them. Chances are, they could be using “black hat SEO” which are damaging tactics that can affect your website on the long-run.
You don’t have complete control over SEO
There are times where you’ll get so little clicks on your website, but on the next day you’ll see a burst of traffic. You may be experiencing some inconsistent outcomes, but that’s completely normal. The truth is, once you get into SEO you’ll have to play by the search engine’s rules. No one really knows how the algorithms work behind the scenes and despite your efforts, you’re not immediately guaranteed to land on the first page in the SERPs.
You have more control on your ads
In a PPC campaign, you don’t have to wait for results until its completion since real-time data is now at your fingertips. With a wide array of options to choose from in order to reach your target audience, you can perform tweaks on what appears on your ad, filter which channels you’d like your campaign to be published, and select the keywords you want to incorporate. Not only will PPC provide you with that luxury, but you also have budget flexibility. In other words, you can test the waters by starting with a small budget before capitalizing on the opportunity. Once your campaign proves to be a profitable asset, you can always scale your budget up a little higher!
There is no need to worry about Algorithms
When dealing with SEO, you always need to be on a constant lookout for algorithm changes to prevent your website from being penalized. Moreover, both SEO and the search algorithms work hand in hand, but they’re reliant on website rankings. On a positive note with PPC, all you really to do is ensure your campaign runs successfully without having to worry about algorithmic changes.
You have extensive targeting options
Because you have so much control on your campaign, that gives you the opportunity to ensure full coverage across all platforms as well as gaining brand exposure to a greater scope. By selecting specific demographics, certain locations, time zones, and targeting customers with particular interests, you provide an extended reach to all customers.
There are testing capabilities involved
With PPC, you have a lot of room for experimentation to see whether your ideas will become a success or needs improvement through A/B testing (simultaneously known as split testing). Whether you’re trying to raise awareness or convert more leads, split testing allows you to compare two versions to see which ads perform better. When you’re conducting your A/B testing, always test one at a time and make sure your tests long run enough to collect enough results.
PPC aids you towards your business goals
From online exposure, brand authority, lead conversions, to other engagement metrics, PPC catalyzes your business to accomplish so many goals. Moreover, PPC is trackable and measurable, making it readily available to see which ads are the most effective. With the goals you are trying to achieve, PPC campaigns can be catered to help you meet your end-goal.
Can be a pricey route
When you’re using PPC as part of your marketing mix, be careful with your spending because you could be at a risk of losing your income if your campaign is not executed properly. Henceforth, It’s essential to do keyword research beforehand so that you don’t advertise unprofitable keywords. Also, you’re bound to spend more if you’re involved in a competitive industry or if you’re in a bidding war over keywords.
PPC can be complicated
Implementing PPC is not always easy, especially if you are foreign to executing it into your campaign. There are many variables that you need to keep an eye out and you need to ensure your settings are perfect throughout. Although it can be a complex process, it’s definitely worth the time and effort needed to learn how to maximize your ad.
Visibility doesn’t always equate to conversions
Although you may get substantial traffic, it doesn’t always mean that they translate into conversions. For your campaign to work, it’s recommended for you to keep doing split tests, especially on your landing pages. One of the other strategies you can use is remarketing, which allows you to position your ads that targets people who have visited your website before.
Ultimately, it’s up to what your business needs are in order to reach your goals. To briefly recap, SEO can benefit you if want to increase your website value and authority. However, PPC can work if you need immediate results or if you need to generate more visibility. Knowledge is power and it’s worth understanding the merits and drawbacks of both digital marketing strategies before bringing your marketing plan to life.
Personally, they’re both significant in their own way. Perhaps it’s worth integrating the two practices as your optimal approach. Overall, you can test your keyword strategy in PPC before delving into SEO and have confidence in gaining both organic and paid visibility. There are many possibilities for you to optimize your website, and it’s never too late to start now.
To learn more visit MRCK marketing.