4 May 2022

SEO and PPC: The rule of 3 in Digital Marketing’s Best Tools 

SEO and PPC are two essential tools for every online business. Digital marketing campaigns can't do without those two methods. Using these techniques, a company can estimate a digital marketing strategy effort's costs, maintenance, and possible results

When to Pay for Traffic and when to Optimize? 

At what point in time does one tool signal the beginning of another? Is it possible to run them in parallel?  There is a wealth of information about SEO and PPC, their advantages and disadvantages, and how they can work together for digital marketing. Neither approach excludes the other, and when used correctly, they can yield excellent results for all businesses, as they are most often used in tandem.  

What is SEO?  


SEO, or "Search Engine Optimization," is the process of making your company's website more visible to the general search engine results. As a result, search engines rank it higher, which means more customers and revenue for the company.  

Every business needs to have a strong SEO strategy to fulfill its content marketing and organic results. It necessitates a lifelong commitment to staying abreast of new developments and alterations in the field to be successful.  

We'd advise you to put yourself in your customers' shoes by leaving a gratuity for your service. But, then, what would you type into search engine results pages to find your business? It's a great place to begin your journey to success in digital marketing and SEO campaign. 

Your niche market will be more likely to notice you if you put more effort and stick to a detailed SEO plan. After all, if customers type in relevant keywords related to your product or service to search engines, your company will appear at the top of the results web pages. This will increase the number of people clicking on your web pages.  

What is a PPC campaign?  


Advertisers pay search engine marketing (SEM) firms like Google with Google ads and social media platforms like Facebook and Twitter each time their visual product ads are clicked. This is known as pay-per-click (PPC) or paid ad

A more straightforward explanation is that you must pay search engines like Google the agreed-upon amount when someone clicks on your Google ad. However, the benefit is that you only pay when someone clicks on your PPC advertising, not when they view it.  

In addition, those paid ads are sure to draw in customers who are interested in your products or services and ready to buy them. So you only need to know who you're trying to reach and what they want.  

Depending on the competition, keywords in Google Search Results, and the company's dynamics, PPC ads can cost a lot or a lot little.  

PPC allows companies to withstand their competitive environment, particularly if they lack strong SEO for organic traffic on their site. It all comes down to how much your PPC advertising to your target audience's click-through rate (CTR).  

The three advantages of SEO   

1) SEO is cheaper than PPC.  

Compared to PPC, SEO is more cost-effective because you'll just be paying marketers and SEO tools. PPC requires you to pay every time a customer clicks on your ad, regardless of whether they purchase. 

As long as you're putting out high-quality, relevant content, you don't need to spend money on PPC advertising because it's not profitable at all. So when you use SEO and people visit your site, they won't cost you anything. On the other hand, SEO enhances inbound marketing creating more traffic to your website pages, better organic results, and higher efficiency in Google analytics. 

2) SEO has a larger audience than paid search ads because it doesn't rely on search advertising.  

Another way, SEO strategy gives you the freedom to pick and choose from a large pool of potential customers. The PPC campaign's intended audience is anyone who doesn't already know about your business. As for SEO, you are free to choose whoever you want to target. 

You have a complete sales funnel with SEO, and you create content to meet the demands of each stage in the funnel. Some of your users may already be paying customers, while others may decide whether or not to make a purchase right now. 

For example, you can attract readers from all demographics through SEO by writing blog posts and case studies. It's an excellent way to build trust with your internet users, providing content they want to see according to their clicks, interests, local searches, etc. 

3) SEO helps establish the credibility of a company's name and products regarding search engines.  

Both SEO and our customers benefit from having high brand authority for our company. You'll gain more customers' confidence by using precise keywords and creating a well-structured website. 

With an organized and structured website, Google will see you as an expert in your field. The result will increase trust-based backlinks, an important ranking factor. 

The three advantages of PPC   

1) One of the main advantages of a PPC campaign is that it provides immediate results and website traffic.  

SEO services have long-term effects, whereas PPC has short-term results, as short as a few hours, increasing search advertising and search engine traffic. 

2) Even if organic SEO results are valid, PPC ads will always appear first in google ads.  

As a result, PPC advertisements and mainly Google ads are more likely to be clicked on by users than organic search results because they rank higher, and users see those results first. However, users can always skip ads and select organic results. 

3) As previously mentioned, pay-per-click (PPC) ads allow you to target your niche market narrowly.  

When creating PPC advertising, you control who sees and clicks on your ads. Create a profile of your target audience and use it to create ads that are more likely to be seen and clicked on by this group. As a result, they are more likely to click on your blog post or paid advertisements. 

The three disadvantages of SEO   

1) Search engine algorithms are constantly evolving and have an impact on SEO.  

Google is constantly tweaking its algorithm to boost organic traffic to make things easier for users. On the other hand, this may impact SEO strategies and organic search or results. These changes necessitate continually updating your site, changing keywords, texts, and backlinks. It is based on what your competitors are doing and what's going on in the algorithm. All those changes may affect the search rankings and, generally, the whole procedure of search marketing. 

2) Search engine optimization (SEO) is a long-term process.  

You cannot expect immediate organic traffic from SEO if your company is new, even if you follow all the steps correctly. This is because Google ranks websites based on a variety of factors. As a result, many websites will not have achieved the highest rankings even after a few weeks or months.  

3) SEO is a complex process that requires a high level of expertise and experience.  

For search engine optimization, marketers must fully understand and grasp the audience's objectives and meet them with high-quality content. That is relevant due to the time and effort required and because it doesn't guarantee success the first time. 

The three disadvantages of PPC   

1) Because a PPC campaign would not function without funding, PPC advertising tends to be pricey.  

Your website stops appearing on search results with PPC marketing once your marketing budget dries up. 

2) PPC ads' effectiveness and profit margins decline over time.  

If you use PPC advertising, customer acquisition costs will rise without significantly increasing your products or services prices.  

3) It will be difficult for you to stand out from the crowd.  

As a result of your PPC advertisings' resemblance to your competitors, your target audience may bypass you and click on a competitor's ad instead.  

 SEO vs. PPC advertising 

When is it appropriate for a company to use SEO and PPC strategies?  

It's a fact that this conundrum has no definitive solution. There are times when PPC is the best option, and there are times when SEO is the best option. However, both will be exactly what you're after in some cases.  

SEO can be used if:  

  • Your financial situation is deteriorating.  
  • You're trying to build your brand's credibility.  
  • You must create content that appeals to your target market at various points along the sales process.  

PPC can be used if:  

  • You want results quickly on your landing page.  
  • Your project is a first of its kind.  
  • You want your audience to be directed to a sales or landing page.  

How can you combine both of them?   

Start retargeting your customers.  

If customers visit your web page or the checkout page but never make a purchase, we have the answer for you; use retargeting ads to bring these visitors back to your site even after leaving.  

Upgrade website content with social media ads.   

Promote your SEO-organic content (such as a blog or case studies) via PPC campaigns and social media ads to gain traction. Besides promoting the content you've worked so hard to create, this will also help you spread content and build essential backlinks to help your rankings. Don't forget to integrate SEO into your PPC advertising to augment keyword and conversion data. 

Use data gathered from PPC to improve your organic search engines optimization strategy (SEO).  

PPC ads give you access to a wealth of data and information, including:  

  1. The number of people searching for a particular term in other relevant websites.  
  1. The keywords your rivals operate.  
  1. The best call to action.  

Utilize the information you've gleaned from your PPC campaign to improve your SEO services.  

Regardless of which method you choose, remember that the combination of both will make the difference in your results. Use SEO and PPC to test out different ideas until you find the one that works best for your business and your product/service. 

Do not hesitate to contact us if you want to boost your business performance and learn all the secrets of the marketing world. Our approved team is here to assist you with anything you require!