SEO and PPC Management: The Benefits of Both
In 2020, businesses in the United States will spend an estimated $80 billion on the SEO services industry.
Businesses are investing in SEO and PPC management with good reason too. Eighty-two percent of companies that utilized SEO in their campaigns saw an increase in the effectiveness of their advertising.
If you’re looking for ways you can improve your digital marketing strategy, then keep reading. In this article, we’ll take an in-depth look at how utilizing SEO and PPC can boost your inbound marketing to the next level.
What Is SEO?
SEO stands for “search engine optimization”.
Search engines, such as Google, display search results. This is often abbreviated to SERPs (search engine results pages).
By using SEO, a website is able to generate organic traffic by appearing in the SERPs. In a nutshell, SEO works toward increasing the quality and quantity of traffic to your website.
The higher a website’s ranking in the SERPs, the more eyes that will see it. About 75% of people never go past the first page of the search results. That means if you’re not on the first page, you’re missing out on a lot of potential customers.
What Is PPC?
PPC stands for “pay-per-click” advertising.
When you run a PPC campaign, you choose certain keywords to target, build an ad, and then use a service to post it onto the internet. The most popular PPC service is Google AdWords.
With AdWords, you can set a specific budget for how much you’re willing to spend on the campaign. Each time your ad is clicked, a percentage of money comes out of the money you’ve already put toward the campaign.
The Benefits of SEO
There are many different benefits to be had from search engine optimization. If your business needs help with ranking in the SERPs, then there are affordable SEO services you can turn to for help.
1. Organic Traffic
One of the primary benefits of SEO is that it builds organic traffic. Though SEO is a longterm investment that can take between 4 to 6 months before you begin seeing results, once you do, it can experience exponential growth over time. Also, the benefits reaped from SEO are long-lasting, meaning you may be able to continue pulling in organic traffic from SEO work done years ago.
2. Lowers the Cost of Lead Generation
Advertising takes money. It’s not uncommon for businesses to spend thousands upon thousands of dollars on ads.
Thanks to SEO, inbound leads can help with reducing the cost of lead generation by 61%.
3. Improves Mobile-Friendliness
Now that Google has introduced mobile-first indexing, the ease in which your website pages translate to mobile devices is a huge factor in how your site is ranked.
Another factor to consider is that over one-third of all retail sales occurred on a mobile device. If your website isn’t online and optimized, your business will be missing out on a massive chunk of potential earnings.
The Benefits of PPC
A PPC campaign helps to generate immediate traffic from day one. It gives you a way to target your ideal audience and get your content in front of them fast. PPC advertising companies will assist your business in defining your target keywords and building a campaign for it.
1. Immediate Feedback
Speed is the biggest benefit of PPC.
Instead of having to wait months to know whether your targeted keywords are working, a PPC campaign will be able to let you know right away. You can then take this data to help build and improve upon your SEO.
2. Granular Targeting
PPC campaigns allow you to create ads that target specific demographics. You can even choose where and when your audience sees the ads.
Are your customers shopping on their mobile devices or computer? Are they Googling your products or service in the morning or evening? You can take these key metrics and apply them to your PPC campaign to ensure these consumers will see your ads.
3. Flexible Measuring
There are several different ways to measure KPIs (key performance indicators) for PPC. These include:
You can then take this insight and tweak your campaign as you see fit. If a certain keyword isn’t performing as well as you’d hoped, then you can conduct research and use a different one.
SEO vs PPC: Which Is Better?
When it comes to the SEO vs PPC debate on which is better, the answer relies upon the unique needs and goals of your business.
If your business website is new and not yet ranking, and you want to get your content in front of your audience now, then PPC is the way to go. PPC is a short term investment with immediate rewards.
So long as you’re paying for ads, they’ll continue to appear at the top of search results. When you stop allocating a budget to PPC, the ad campaign ends. Once your ads are no longer showing, your traffic will, in most cases, experience an immediate dip.
SEO is sort of the opposite. It takes time for results from SEO to begin to show. However, once those results start appearing, they are long-lasting.
Also, SEO is more an amalgamation of multiple ways to optimize your website. Improving how long it takes for a page to load and using structured data markup, both fall under the umbrella of SEO. That’s only two small aspects. There are many other factors that contribute to SEO.
So, when it comes to PPC vs SEO, the decision you go with relies upon what your online marketing goals are. PPC is more immediate results-driven, whereas SEO is a long game.
Hire an SEO and PPC Management Agency Today
If you’re looking to build the digital marketing of your business, then you need an SEO and PPC management agency to assist you with your goals. A digital agency will have experts in their field who will know how to build campaigns and track KPIs.
Contact us today to get help with your SEO and PPC campaigns today!