- Posted by Gabriela Angelova
- On 08.05.2017
- 1 Comments
- optimization, pay per click, ppc, search engine, seo, website
Online marketers usually have to choose between pay-per-click (PPC) advertising and SEO (search engine optimization) when they want to boost traffic to their website. Each of these methods has its suite of benefits and downsides, and opting for either will largely depend on some variables.
Pay-per-click advertising means that you pay using PPC ad programs such as Google Adwords and Yahoo Search Marketing for traffic to the website. These programs charge you a certain fee that is calculated depending on how popular the preferred keyword is to display your ad in sponsored search results section of SERPs. SEO, on the other hand, means that search marketers build traffic organically by following SEO recommended practices to rank highly in search results pages. To get to the top of Search results pages organically can take a long time, though.
Therefore, if you are willing to splurge some money to rule the roost in your niche quickly, then it is okay to opt for PPC. However, if you are on a tight budget, then you might have to exercise some patience and diligently apply SEO recommended practices to your content to finally show up on SERPs.
Below are the three most pertinent questions to take into consideration when deciding between SEO marketing and PPC:
1. The size of your ad budget
The size of your ad budget is perhaps the most important question to ponder on when deciding whether to practice SEO or advertise with Google AdWords. Should you opt for PPC, know you can set the daily spending cap as low as you’d love to, but you are better off starting with between $5 and $10 a day. However, if you are in an economic crunch and won’t afford funds to sustain a good PPC ad campaign, then just stick with the free SEO methods. Remember, though, if you opt for the free SEO methods, you’ll first need to apprise yourself of SEO best practices and diligently apply them if you’d love to float above the sea of search marketers finally.
However, if you have some funds to spare and aren’t bothered to use it in PPC advertising, then, by all means, opt for PPC advertising, and here is why:
- Faster Testing- The main focus of any website worth its name is conversion- be it signing up for an email newsletter subscribers, buying products, downloading a book, game, etc. That, in turn, means you need to keep testing website variables so as to enhance conversion rates. But to test the different variables, you’ll need traffic. Therefore, you’ll have to buy traffic using PPC ads to achieve faster results.
- PPC Advertising provides a buffer against the usual shockwaves from SEO algorithm updates- one downside with SEO is the frequent algorithm updates that usually upend the entire SEO ecosystem. The updates send certain shockwaves across the blogosphere, and sites that had been optimized a particular way may lose rankings and, sadly, profits- overnight. Thankfully, paying for PPC ads is a guarantee of a gradual increase in website traffic, and this traffic is not dependent on the vicissitudes of SEO updates and the unpredictability of the Google team.
2. The average cost per click (CPC) in your industry
How much do search marketers in your industry pay for ads? The PPC platforms permit users to bid how much they are ready to pay for each keyword click- a fee that is often referred to as cost-per-click’ (CPC). For example, if you desire that people find you through the keyword buy a phone online,’ you can use the Estimator in the External Keyword Tool which will reveal how much the CPC for each phrase is. Some keyword’s average CPC could be affordably low while others’ could be prohibitive. For example, the keyword auto insurance’ has its average CPP as $28.55. That is very high, and the price makes it difficult for a new advertiser to make profits from PPC traffic. If the average CPC in your industry is as high or higher, then it is more prudent to opt for SEO.
3. The competitiveness of your niche’s SERPs
It is also crucial to understand the competitiveness of the SERPS for your preferred keywords. Just use the External Keyword Tool to gauge the competition level of your keywords. It is highly likely that authority websites are predominating SERPs, especially in very competitive industries. If you’d like to dislodge these websites from their lofty perch on search rankings, you’ll need to invest lots of time, effort, and money- and, therefore, PPC would be the ideal option.
But, come to think of it, do you have to choose between the two methods? If you have the money to sponsor ads, why not supplement your investment with SEO efforts? A combination of PPC Ads and SEO will generate a formidable synergy that will propel your website to the very top and obviously lead to a higher conversion rate.