Most all organizations recognize the value of paid online advertising (PPC), especially when it comes to online platforms like Facebook and Google. People are more likely to end up on your website via a search engine than any other method. According to a well know recent study, 81% of individuals searching for local goods and services, located their preferred destination through a search engine.
Learn about PPC vs. SEO in this short video.
The research shows that it’s essential for your brand to have a strong presence on the search engines, making sure that you are relevant and visible to your target audience. But, there’s still a big decision to make, and that is whether to utilize Search Engine Optimization or PPC (Pay-Per-Click advertisements, the Sponsored Hyperlinks and acquired ads on a Google search) to get in front of prospective customers and clients.
Done appropriately and carefully balanced, both can get you the leads and traffic to your site that you want. Nevertheless, each has their benefits and cost considerations. SEOmoz recently released a short article evaluating the effectiveness of Search Engine Optimization vs. Pay Per Click.
The write-up details that organic results are 8.5 x more likely to be clicked on than paid search results page! That’s a huge disparity. Researchers have utilized heat maps to show that users eyes focus on the leading natural outcomes, with individuals barely seeing the ads on the page. It’s as if the search engine user is blind to a large part of the images and information (PPC ads) on the SERP page.
Nevertheless, paid search engine results are 1.5 times more likely to improve click-thru rates from the search engine to the website.
Considering this data, it could be said that organic search is 5.66 times more effective from an engagement perspective than PPC or paid search.
Offered the flat out choice of ranking high organically or having terrific Pay Per Click advertisements – the choice for every business owner should be clear. We all know it’s not that simple or else those “Ranking # 1 in Google TOMORROW” robo-calls would be more effective. Search Engine Optimization (SEO) takes time, while paid ads provided they are well written, work nearly instantly.
PPC’s major benefit is in speed and scale. When a PPC campaign turns profitable, the revenue that results is purely a function of how much advertising budget you apply to it. With a PPC project, you could be on the initial page for a multitude of targeted terms within 24 hours.
SEMPO, the Online Search Engine Marketing Professionals Company, estimates that $87 of every $100 that company’s invest in digital marketing, are spent on Pay Per Click vs. $11 put toward SEO efforts. If you consider that $25 billion is invested in Pay Per Click advertising while $3 billion is spent on Search Engine Optimization, this suggests that SEO could be ten times efficient.
There are certainly times to use PPC as it’s an excellent way to gain immediate traffic to your site and make the phone ring. But you should not rely solely on SEO, and instead employ a multiprong SEO strategy where you use PPC during the startup and building phase, while simultaneously ranking your website with the support of an expert SEO company.
Pay Per Click also tends to be most effective for product companies compared to service companies; as an example, focusing SEO efforts on terms such as #1 SEO Company, or premier seo consultant would make more sense than buying PPC for these keywords.
In summary, over the long term, SEO offers the best value compared to PPC. You will not rank # 1 overnight, but this is a good thing because SEO takes investment and commitment, when you do achieve that coveted first page and #1 ranking results, it becomes harder for your competition to knock you off. Whereas with PPC, there is always someone more desperate and willing to pay more for a click. Bottom line your firm must spend more of its time and resources concentrating on Search Engine Optimization vs. Pay Per Click advertising.
Have you heard about the dark side of PPC? Watch this video to get educated on PPC click fraud.