Organic SEO vs. PPC Advertising: Which is better?
In online marketing, there are only two methods that get most attention. Those are the organic search engine optimization and the pay-per-click advertising. Search engine optimizers and online marketers have a long standing debate of which of the two is a better way to maximize the ROI. Ideally, both methods can be implemented to maximize your company’s exposure and drive more traffic to your site, but the financial constraints often get into the way to prevent you in taking advantage of both method. In case of budgetary constraints, it is advisable to focus on one method.
Here are the pros and cons of both methods:
- Quick setup and quick result – Once you have your ad set up, you can have the ad up and running in as little as 10 minutes. You don’t need programming skills or SEO skills in setting up the ads.
- Results are quantifiable and measurable – PPC ads are easy to track, you can tell who is looking and clicking at your ads. This makes it easier to get feedback and tailor your ads to the tastes of customers. Commonly, the advertisers provide tools you can use to monitor your ads.
- Less resources needed – In PPC, you don’t need to have a designer, a programmer or a writer to carry out the task. The only resources you need in utilizing PPC is your financial resources.
- Expensive – The PPC cost is quite expensive and steadily increasing. You can burn serious money through your advertising budget very quickly if you’re not careful. It is primarily a sort of gamble. A bidder who is ready to pay higher than what you are bidding at, will replace your keyword position. One needs to keep tracking the the bids regularly so that no one is able to replace your position.
- Prone to Click Frauds – PPC is a constant target of trigger happy clickers. With click frauds you are paying clicks which are not converted into sales or doesn’t do anything to your site.
- Long-lasting ROI – The PPC advertising may produce result quickly than the organic SEO but it can give you results that last. When the budget runs out for a pay-per-click campaign, the results stops. With organic SEO, your optimized site and other changes made to your site can have an impact on your search results for months and years may be until the next change in a search engine’s algorithm, or possibly even beyond.
- Drives more traffic than PPC – According to studies conducted, SEO drives more 75% of all search traffic, while the PPC receives less than 20% of all search traffic
- Higher brand exposure and more awareness – When optimizing a website a great deal of the effort is on promoting the brand, product or services on social networks which results to more exposure and awareness to your brand.
- Takes time to see the result – It is the greatest downside of organic SEO, the result is not immediate. It may take a while for your website to see any meaningful traffic and the time spent waiting for these strategies to take effect may impact heavily on it s profitability.
- Need some level of expertise – Implementing organic SEO campaign required some skills to become successful. SEO is a complicated undertaking and if you are a neophyte in this industry you might unintentionally be putting your website at risk.
As mentioned above, both method have its own pros and cons. Organic SEO may have some distinct advantages over the PPC advertising but there are scenarios that the PPC campaign are more fiscally and strategically appropriate. If you have to choose which method to implement, take time to research and look closely into your unique situation before you decide.