As for Technical SEO and the User interaction signals, these elements of SEO are more complex, so we will need to break them down in a separate article.
PPC (Pay-per-click) is a method of advertising that is a simple concept compared to SEO. PPC uses an advertising technique where advertisers place ads on Google and each time a web visitor clicks onto it, the advertiser is charged with a fee. PPC is also known as CPC, paid search or search ads where all fall into the category of paid search marketing.
PPC attempts to gain web traffic through paid ads on search engines such as YouTube and Amazon. PPC also gathers traffic from industry-focused platforms, social media platforms and display ads. If implemented correctly, PPC can benefit your SERP ranking and improve your website traffic. But PPC is more than a one-step process, it involves time and resources for ad creation and determining a target market on top of a monetary purchase. To find success in your PPC campaign you will also need to know certain ad processes and tools from ad platforms. You can either take the time to learn this on your own or work with a trained professional to learn about how the tools work. These may be disadvantages, but depending on the goals of your business, it may be worth implementing an PPC strategy for your business.
To determine if people click on paid search ads, we can take a look at how Google has evolved over its time. Search engines have gained power through their adaption to the internet over the years. Google is currently the most powerful search engine as they have continuously improved their products and services. When improving their products and services, Google prioritizes user experience over all other factors. Google has discovered that satisfying your users is the most important component to succeed as a search engine. Google has found ways to improve the precision of finding search results that web users search for. This demonstrates why consumers use search engines such as Google to find a product/service instead of going to a store and trying to find what they need.
When a web user searches for a product or service, they will click on the results that relate to what they are searching for. This concept is no different for ads, as optimizing your paid search ads is crucial to get quality web traffic. When creating a paid search ad you will also need to consider how you can stand out over other search ad competitors. Focusing on how you can improve your quality score will increase the relevance of your ad.
So let’s get back to the question at hand, which is better SEO or PPC? The answer is that it depends on your circumstances. If you have a lot of available time and a limited budget, SEO would be the way to go. If you have the resources but not the time, then you should consider PPC. However, on their own PPC and SEO do not have a high chance of success. The best method is to run a campaign featuring both PPC and SEO, as there is a much higher chance of gaining conversions and relevant traffic for your campaign. Looking to implement effective SEO and PPC strategies for your business? Contact our team at 23e2 Digital Marketing – PPC | Web Design | SEO.