You must surely know what SEO is by now, else you wouldn’t be here right? Anyway, in this blog (as the title probably explains) we’re going to be outlining the difference between Search Engine Optimisation and Pay-Per-Click, the Batman vs Superman of the digital world if you will.
By utilising SEO it means that a company is getting their site seen by Google and all the other less important search engines. Let’s use the example of an independent electronics company, let’s call them ‘cool electronics’. Now, how great would it be if someone were to type, ‘touch screen laptops, Northampton’ and our little electronics store appears at the very summit of the Google Mountain?
On the other hand, PPC is a form of advertising that puts a company at the top of search engines in the form of an advertisement. In this case, you’re paying Google to move your site to the top rather than relying on investing in organic SEO to show which sites belong at the top.
Whatever the situation, you’ll be digging into your wallet. If you were to opt for SEO, you’ll pay a company like us (insert shameless plug here) to work on your campaign to then bump your site up the rankings.
What are the Facts Telling You?
Once you’re well versed on the differences between SEO and PPC, it’s time to make your decision on which works best for you and your company.
Remember when you created that projected budget? Well this is the way in which you decide between SEO and PPC.
There’s one important question you must ask yourself: ‘what can you afford to spend to pick up one customer?’
Okay, let’s say that a PPC campaign costs you 50p per click and you manage to convert 1 out of 10 clicks into a sale, then in effect you’re spending £5.00 in a digital marketing sale. If each sale earns you a revenue £100, then you’d be looking at a handsome profit of £95.
If you find that a PPC campaign is too expensive because it would crush your margins like Godzilla crushes cities, then SEO might be your only option.
Money, Money, Money
Even superhuman SEO efforts won’t put your site at the top of Google in 24-hours. However, that may well be a problem is your business is in need of immediate sales.
If you’re in need of more instant results and need to get your name out there, you’ll have to use PPC. It’s just not feasible to suggest that even someone as great as dapa can get your product out there with SEO in a day.
So, what’s the Best?
We normally recommend that you begin running a PPC campaign just as you being using SEO. The PPC campaign can be used to build brand-name recognition right out of the gate, so you don’t have to wait months for your site to rank. That should give you sales in short order.
The SEO work will be more of a longer-term, strategic solution. While the PPC campaign works its magic, your SEO professionals will move your site up in the SERPs for various keywords.
In that case, you’re getting the best of both worlds. The overall goal is to get to a point where you no longer need an expensive PPC campaign and you’re able to just run SEO to bring in your business.