SEO vs PPC: Which is the Better Marketing Strategy?

When it comes to digital marketing strategies, SEO and PPC are often compared and contrasted. 

Although both aim to improve search results and utilise keywords, they differ in their approach. SEO focuses on organic search results, while PPC is geared towards PPC search results.

In this article, readers will learn about the differences between SEO and PPC and when to use each strategy. 

By understanding the unique benefits of each approach, businesses can make informed decisions about their digital marketing efforts.

What's the Difference Between SEO and PPC?

SEO and PPC are both strategies for improving a website's visibility in search engine results pages (SERPs). SEO is focused on organic traffic, while PPC is focused on paid traffic. The main difference between the two is that SEO aims to improve a website's ranking in relevant search results, while PPC involves paying for ad placement at the top of search results. Both strategies aim to increase relevance and visibility in search engines such as Google and Bing.

Is SEO or PPC better?

Determining whether SEO or PPC is better for a particular marketing campaign depends on the specific goals of the campaign. PPC is ideal for short-term results, while SEO is better suited for long-term ROI. When launching a new product, PPC may be the better option, while SEO may be more effective for top-of-the-funnel topics. However, it is important to consider factors such as cost, competition, and audience when deciding which strategy to use. Ultimately, a combination of both SEO and PPC may be the most cost-effective approach for long-term growth and profitability.

When to Use PPC vs. SEO

When deciding between PPC and SEO, it is important to consider the scenario. For a new product or service, sales or promotions, or short-term ROI, PPC is recommended. For brand awareness, nurturing, conversion, or long-term ROI, SEO is the better choice. If the goal is to reach a pre-determined audience or achieve full-funnel reach, SEO is the way to go. Ultimately, the decision should be based on the specific needs and goals of the business.

Learn the Basics of SEO

What is SEO?

Search engine optimization (SEO) is the process of optimizing a website to improve its visibility in organic search engine results pages (SERPs). This involves researching keywords that users commonly search for, creating SEO-friendly content, writing title tags, and building backlinks to improve the website's authority and ranking.

What are the Pros of SEO?

SEO has several advantages, including:

• Cost: Unlike pay-per-click (PPC) advertising, businesses do not have to pay for each click on their website's listing in organic search results.

• Return on Investment (ROI): SEO is a long-term investment that can deliver compounding results over time, as the website's authority and ranking improve.

• Reach: With SEO, businesses can reach users throughout the buying funnel, without worrying about ad blockers hiding their website.

• Trust: By appearing in search results throughout the buying funnel, businesses can build trust with users and demonstrate that they are a legitimate business.

• Quality: By targeting specific keywords, businesses can attract qualified traffic to their website, which can help generate more leads and sales.

• Maintenance: While SEO is an ongoing process, it does not require the same level of maintenance as PPC campaigns, which often require targeting and budget adjustments.

What are the Cons of SEO?

Despite its benefits, SEO has some disadvantages, including:

• Time to ROI: Compared to PPC, SEO does not deliver overnight results. Most businesses invest in SEO for three to six months before seeing an ROI.

• Skill Sets: SEO requires several skill sets to succeed, including search engine optimization, content writing, and web development.

• Competition: With more businesses investing in SEO, it has become a highly competitive market. Appearing for high-volume keywords can be challenging, which can affect ROI.

• Algorithms: Search engine algorithms can change their ranking factors at any time, requiring businesses to pivot their efforts, such as resolving page speed issues.

• Measurable ROI: Measuring SEO's ROI is more difficult than paid strategies. In most cases, businesses need to calculate this manually.

What are the Use Cases for SEO?

Based on its pros and cons, SEO is ideal for the following use cases:

• Building brand awareness

• Reaching all buying funnel stages

• Increasing website traffic

• Improving lead quality or average sale value

• Growing search real estate by appearing in both organic and paid results

• Optimizing marketing costs

Overall, companies view SEO as a long-term investment in their marketing and business objectives. By optimizing their website for organic search, businesses can improve their visibility, attract qualified traffic, and generate more leads and sales.

Learn the Basics of PPC

What is PPC?

PPC, or pay-per-click, is an advertising model that allows businesses to place ads on search engines and other ad networks. In this model, advertisers pay a fee each time someone clicks on their ad. Common PPC tasks include researching keywords, writing ad copy, adjusting budgets, optimizing landing pages, and more.

What are the Pros of PPC?

PPC offers several advantages, including:

• Time to ROI: PPC delivers fast results, driving revenue for businesses as soon as their ads go live.

• Measurable ROI: It is easy to measure PPC's ROI, with platforms like Google Ads tracking return on investment.

• Targeting: PPC offers advanced targeting options, allowing businesses to reach their target market based on interests, location, and more.

• Reach: Like SEO, PPC can reach users throughout the buying funnel. However, businesses will have to pay for this reach, which can get expensive.

What are the Cons of PPC?

PPC also has some drawbacks, including:

• Cost: PPC requires an ongoing investment, and if businesses stop paying, their ads stop running.

• Maintenance: PPC demands more maintenance than SEO, with businesses needing to revise keywords, bids, ad copy, and more to minimize ad fatigue.

• Effectiveness: Ad fatigue and ad blockers can affect PPC's effectiveness, and fraudulent clicks can drain a business's budget quickly.

What are the Use Cases for PPC?

Based on the pros and cons of PPC, businesses can use it in several ways, including:

• Supporting a new product or service launch

• Building brand awareness for a rebrand

• Targeting competitor names or their own

• Capturing bottom-of-the-funnel traffic

• Maximizing search real estate by appearing in both paid and organic search results

While PPC is often a short-term investment due to its cost, businesses can also have long-term campaigns with lower costs, such as campaigns targeting their unique brand, product, or service names. However, this approach varies depending on the business's goals and budget.

Turn SEO and PPC into a Winning Strategy with Digital Marketing Experts

Businesses looking to improve their marketing, sales, and ROI should consider combining SEO and PPC strategies. According to digital marketing experts, using both SEO and PPC can yield better results than using one or the other. 

By leveraging the strengths of both strategies, businesses can increase their online visibility and drive more traffic to their website. 

Our team of experts can help businesses develop a digital marketing strategy that incorporates both SEO and PPC, leveraging our expertise in search engine marketing and social media advertising. 

Contact Milwaukee SEO Agency today to learn more about how we can help your team achieve its digital marketing goals.