When it comes to running a digital marketing campaign, you may wonder which route is better to take, hiring an SEO agency or a pay-per-click advertising firm. You can move to the top of search engine rankings through a well-planned PPC campaign, but search engine optimization would help you create an organic search engine marketing strategy. So, which is better for your brand? Could it be both? Let’s find out!
Understanding the Basics with an Experienced Pay-Per-Click Advertising Firm
Before diving into the SEO vs. PPC debate, let’s get to know both a little. SEO or search engine optimization (SEO) is the process of optimizing your webpages to rank them high in the search engine results. The challenging aspect of SEO is that you can’t pay to rank high. Search engines like Google have unique algorithms that check the relevance and quality of your webpage and rank it accordingly. To put it simply, the main part of SEO is figuring out how search engines work and then optimizing your website accordingly.
On the other hand, PPC (pay-per-click) is essentially about buying visits to your website. This means hiring a pay-per-click advertising firm, running PPC ads, and paying a fee every time someone clicks on one of these ads. PPC is mostly associated with Google Ads and some other advertising models like Facebook, Twitter, and Quora. Here, the important thing is that it allows you to quickly leverage search engine traffic.
Advantages of SEO
- SEO is cost-efficient when it’s compared to other marketing methods.
- It stays longer, which means a properly optimized webpage will keep a high position in the search engine results pages (SERPs).
- In most scenarios, you can generate more clicks from SEO than an ad that costs a big deal.
Disadvantages of SEO
- SEO often takes time, especially if you choose to do it yourself. The process can take months after you optimize your webpage to see results.
- It is an ongoing process, which means your website will never be 100% optimized. It will only get better if you keep on putting more work into it.
- It requires unique and authoritative content, which takes a lot of expertise and industry knowledge.
- SEO may sound simple and easy, but it isn’t so. To be an expert, you have to master technical skills like HTML, CSS, URLs, etc. It is also overwhelming to keep track of everything.
Advantages of PPC
- Unlike SEO, PPC is quick, which means you will start seeing immediate results, such as more traffic, clicks, and conversions.
- You can easily control your PPC account. Set your budget, search for PPC campaign management courses, and know how many leads you are generating in return.
- Hiring a pay-per-click advertising firm means you don’t have to worry about changing algorithms.
- With PPC ads, you can strictly target potential customers, using search keywords, geography, and different times of the day.
Disadvantages of PPC
- You have to pay to create, run, and manage PPC ads with the help of a pay-per-click advertising firm.
- Researching the right keywords to bid on is often time-consuming, which is certainly a full-time job.
- Once you turn PPC off, it will stop providing you leads.
- “Click fraud” is another drawback of PPC, where some companies use manual clicks or damaging software to simulate human clicks from different IP addresses.
SEO or PPC? Or Both?
When choosing between an SEO agency and a pay-per-click advertising firm, keep in mind that these are two different strategies working towards the same objective. They may offer different benefits, but it is better to combine both these strategies to leverage their full potential. Together, SEO and PPC campaign management courses become impeccable and invincible. In fact, the keyword and content ideas you have for PPC can also be used for SEO or vice-versa.
However, it’s not necessary to combine them. If you want to achieve long-term marketing goals, then SEO is your thing. Otherwise, choose PPC to achieve immediate goals. Take into account your budget, competition, and current ranking. The choice is yours whether you wish to mix both PPC and SEO or want to keep them separated.
For more info, don’t hesitate to reach out to our pay-per-click advertising firm.