Choosing where you should allocate your marketing budget as a business is never easy especially with the growing number of tactics that are available for marketers today. Should you invest in PPC advertising or SEO? Both will allow you to capture new website visitors but one of these options can deliver some better long-term success. Let’s examine the two using some examples:
PPC or pay per click advertising could have you appearing in the top of search engine results but at a heavy cost for certain keywords. If you wanted to have a paid advertisement in the sponsored section of search engine results, you could be paying $5-$6 for a click to make sure you can appear regularly. You could be receiving 100 clicks a day or more in a highly competitive niche and this starts to get quite expensive quickly. On a busy day you could deplete your advertising budget for visitors that are not guaranteed to turn into customers either.
SEO stands for search engine optimization and investing in this process will help your content to organically rank higher in search engine results. It can often take time for you to see these results and some ongoing investment in SEO, but once the content ranks and remains relevant, it stays at the top until it’s beaten out by competition. Investing in SEO is more of a long-term strategy but it can pay off as cheaper option in the end.
If you really want to get results quickly it’s best to diversify between the two. Having the patience to see results from SEO means operating with a return on your investment in a few months or even a few years after you invest in optimization. PPC ensures that you can start to see results from your advertising budget upfront. Choosing a balanced approach between the two well to make sure that you can get immediate visitors and future visitors from your optimization improvements as well.
This post was written by Kristian D’An. Kristian is the owner and SEO Specialist at Lux Digital Marketing, a St Pete SEO company. Kristian has been optimizing websites successfully for over 7 years. He has helped his clients achieve the #1 position on Google in several different industries.