SEO and PPC – How It is Effective for Your Digital Marketing Strategy

SEO and PPC – while both terms are evidently different, both are crucial components of any modern-day online marketing strategy.

Have you ever seen those ads on your search engine results that say “Ad” on the top left corner?

If your answer is yes, then that’s what is known as PPC ads.

SEO, on the other hand, has everything to do with search engines. It revolves around improving your website’s visibility on the search engine result pages when people search for specific keywords.

Did you understand the difference?

PPC is an ad that you see when you search for something. Here’s an example:

SEO and PPC – How It is Effective for Your Digital Marketing Strategy

Image Source: Business 2 Community

Notice how some of the results show “Ad” to the left of the website link? That’s also known as a PPC.

What is SEO?

SEO is an acronym for search engine optimization, which is the strategy used to add search engine friendly strategies to your website in order to improve your search visibility.

The right and proper SEO strategy can help you jump to the first page when people search for something related to your business. But it all depends on how you draft your SEO strategy.

For example, an e-commerce store will use high-ranking keywords like “shop online” or “reasonable prices” in its content to appear on the top when people search for those keywords.

Of course, now people are well aware of where to shop online from, thanks to the increased exposure of the internet. Regardless, there are still some keywords an e-commerce store can use to attract an audience.

Features of SEO Strategy

Here are some SEO strategy essentials you need:

  • Content – Add tasteful and exciting content that relates to what you have to offer. For example, a software house will write blogs about the latest tech and trends.
  • Keywords – Use SEO tools to gather the right keywords that help the search engine connect the right audience to your website.
  • Meta Title, Meta Description & Meta Tags–The meta title and description is what users see when searching for something relevant to your website.

Advantages of SEO

  • SEO is a cost-effective solution to improve website visibility.
  • You can generate limitless organic clicks because they don’t cost a cent.
  • Organic marketing allows you to remain consistent if you keep improving your website’s SEO.
  • SEO helps you target various stages of the funnel without any payment.
  • With the right strategy, you can get more clicks through organic searches as compared to paid ads.

Disadvantages of SEO

  • SEO is an organic strategy, which means it takes time to show results. You need to be consistent and thorough while dealing with SEO.
  • SEO needs time, dedication, and in-depth content building with an in-house team. An SEO specialist will help you achieve your goals.
  • SEO is an evolving strategy, which means it changes every day, and you have to update your strategy and content accordingly constantly.
  • There is no guarantee if your devised SEO strategy will work, so you have to keep changing things until you find what works best.

What is PPC?

PPC is an acronym for pay-per-click, which means you are charged each time a user clicks on your ad link.

The PPC ads usually run on search engines like Google or Bing.

Now here’s the tricky part that needs some attention:

You’d think that PPC ads work like billboards – you pay for them, and your ad stays on the top forever. However, that’s not the case.

When you’re adding a PPC ad, essentially, brands bid for the ad placement that they want. The ad appears on the top every time a user searches for a specific keyword.

Every time a user clicks the ad and lands on the website, the search engine charges a nominal fee.

You need to do thorough research to find the right keywords to bid on before you start spending money on a PPC ad. When a user searches for a specific keyword, Google runs an algorithm to find the website with the best relevance to the keyword and answers the users’ query.

Features of PPC

  • Long-term goals for PPC marketing plans can prove fruitful.
  • The ads are paid for every time a user clicks the ad.
  • It offers a detailed analytical report.
  • It helps you keep your business away from negative keywords.
  • You can target the exact audience you want on your website.

Advantages of PPC

  • PPC ads allow you to remarket easily as compared to SEO ad
  • You can easily measure your website’s performance with the help of the analytical data received from your PPC campaign.
  • PPC has pixel tracking, which lets users track each keyword and ad individually. It can also track AdWords and Facebook Advertising.
  • Unlike SEO, PPC gets quicker results.
  • You can expose your brand locally and globally, based on the target audience you choose. It makes it an ideal choice for local businesses.
  • You have more control over which pages get visitors.

Disadvantages of PPC

  • There are many variables involved, so it’s easy to get confused when planning a PPC campaign.
  • PPC isn’t a cost-effective solution and requires a big budget. The ads cost per click, and you need a resource who knows the in and out of placing PPC ads.
  • PPC ads disappear as soon as the campaign ends. To stay on top, you need to continue paying.
  • PPC is a gamble, which means you can’t expect it always to work.

SEO and PPC – How Can They Both Work Together?

Business owners always wonder if they can enjoy the best of both worlds.

And the answer is yes! You just have to smart about it.

Here’s how they complement each other:

  • If your website is on the top using a PPC strategy and SEO strategy, there’s a higher chance of a user clicking one of the links.
  • You can utilize the keywords from your PPC campaign to improve the SEO content on your website.
  • A PPC ad helps generate results that improve brand awareness, which helps your SEO strategy in the long run.

In Conclusion

When thinking in the context of SEO vs AdWords – the right choice will be to invest in a cost-effective strategy that provides a good mix of both, SEO and paid advertisements like PPC or AdWords. Also if you want a detailed guide on Digital Marketing read our article on Introduction to Digital Marketing.