When trying to determine how to grow your business, the question of how to advertise and reach your audience in the best way may be one of the first obstacles to tackle.
SEO (search engine optimization) and PPC (pay-per-click) are two types of online advertising strategies that have the ability to help grow your business online. The question is, which one is right for you?
It should first be established that organic search should never be ignored when trying to grow your business. Studies show that 64% of people will click through to your website via Google’s organic search results, while paid search only generates about 6%. This paid traffic most likely comes from people further down the buyer line who are more likely to convert, but even in a time where the internet is seemingly taking over nearly everything we do, organic search should still be kept in mind when generating brand awareness.
With that being said, paid search and organic search can easily be divided into portions that will benefit you in unique ways. Not every business is going to need the same amount of paid and organic searches, which is why it is important to understand which formula best suits your business.
Which Will Grow Your Business?
If your budget is limited you may have to choose between the two rather than just jumping into both head first. Paid search engine marketing can require a lot of risk, and the best way to know you are investing your time and money in the right place is by choosing the best option for your brand as well as knowing what you’re doing in terms of showcasing it. Based on what we have learned so far, organic search seems to be the best option for all parties, but there are other factors to consider.
Organic search may not create enough traffic for your business, so here are some other things to think of when it comes between choosing SEO or PPC:
Current status of your website
Website’s level of organic visibility
Are you currently using paid search?
The goals of your website and brand
How your brand, product, and service fit into searcher’s buyer journey
Where does the majority of your site traffic already come from?
The important thing to do is focus on your goals and what else you already have going on. What customer market are you trying to reach? How much have you already invested into growing your business? It could be argued that SEO costs less money to use in terms of advertising, but PPC is important to drive traffic and increase cash flow to your business immediately. This is because you can get to the top of the Google search results instantly with PPC, generating your business sales or leads within the same day the ads are made live. While SEO takes a lot of time and money to move your business to the top of Google’s search results.
SEO and PPC Results
In the case of PPC, a company website is what is being showcased. The website must run effectively in order to succeed, so poor landing pages, error messages, or a poor website layout should always be considered first and foremost. These mistakes can lead to a lack of incoming traffic to the site and the inability to recreate large numbers of incoming viewers that come from organic search.
Once a brand stops investing in PPC advertising, all it has is word-of-mouth, social media, and organic presence which in the long run may not sustain your business. Relying on paid placement could get expensive, especially when your understanding of how to properly advertise falls short. You invest so much time and money into a poorly presented website or brand which can result in a lot of trouble and lost revenue.
Putting ad dollars behind a timely initiative should produce a recognizable ROI, assuming everything presented is easy for the user to convert. While this can get expensive, that data over time would show organic improvements that didn’t cost any ad dollars, have a long-lasting effect, and the result of immediately lifting your website. Keep in mind that once you stop investing, so does the lift.
We’ve established that search marketing can be split between SEO and PPC and that organic search marketing is another key factor in successful advertising, but in looking out for smaller brands only two of these three elements are mostly needed. Their best bet is to take a stab at the SEO approach before moving onto PPC. This type of advertising focuses on what can be gained outside of just gaining revenue from clicking on a website or link. A well calculated algorithm of how to advertise things organically with a paid search budget is often the perfect solution for a brand just starting out with a limited budget.
As far as enterprise level websites, PPC is often the way to go. These are the types of brands that have already created enough revenue to risk putting more money out there for advertising. Think about it, if a more established brand stopped using the pay-per-click approach they would see a dip in performance just like any other website, but think about how advanced they are already. They most likely have a team of internal marketers to oversee efforts such as keeping their website up to par and holding the vendors responsible accountable for whatever they achieve. Enhancing that they have already established not only makes sense but could only improve what has already been built.
Invest In What Makes Sense
In conclusion, be smart with what you are investing and where. Take a look at all of the above approaches to understand what is right for your brand. You may have big goals, but you may have to play it small and smart at first. Dip your toes in before taking risks, but remember that down the line investing more money into advertising will still help you build your brand. If your still unsure about whether you should invest in SEO or PPC, contact us today at firstname.lastname@example.org.
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