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SEO or PPC: Which Is Best for My Business?

By Snap Agency October 15, 2019

If you’re trying to ramp up your business’ digital marketing program, you’ve probably wondered, “Is SEO or PPC better for my business?” Depending on who you ask and what your marketing goals are, the answer will differ. The one fact everyone agrees on, though, is that utilizing one or both of these strategies can boost traffic and improve your conversion rate. But to decide between Search Engine Optimization (SEO) and Pay Per Click (PPC), you’ll need to understand how each method delivers ROI.

What Is the Difference Between SEO and PPC?

Although they’re commonly used together, there are two key differences to keep in mind when considering SEO and PPC. First, it’s important to remember that even the most effective content will never be ranked higher on a search results page than paid ads. Secondly, you’ll need to measure the costs and benefits of organic traffic via SEO versus the cost-per-click associated with PPC ads. While both options have their strengths, neither SEO or PPC can perfectly meet every need. Since they aren’t equally matched, it’s vital to understand the distinctions between the two, as well as the pros and cons of each, before finalizing your digital marketing strategy. 

SEO: Organic Traffic Magic

Dedicated to increasing organic traffic by utilizing the power of search engines, SEO is a valuable strategy for building brand awareness and consumer trust. Since search algorithms sort results based on keywords and relative helpfulness (as opposed to how much money is being paid to stay on top of search results), SEO-focused results are clicked and followed more often. Although building this type of authority takes time and focus, SEO offers a solid approach for just about every brand.

PPC: Laser-Like Targeting Prowess 

PPC ads show up near the top of the page. These ads cut to the heart of a topic by targeting valuable keywords. Although PPC is an excellent option for generating leads and improving CTR, more prominent brands tend to dominate common keywords, as they have a larger advertising budget than smaller businesses.

How to Choose a Winning Digital Marketing Tactic

Although both SEO and PPC aim to boost traffic to a website or landing page, other factors may make one or the other a better fit for your brand. Keep these considerations in mind when determining which option to focus on. 

Your Budget

While SEO generates organic traffic, PPC incurs a charge for every click, with costs depending on the value of a keyword and who else is bidding on it. For businesses with a smaller marketing and advertising budget, building organic traffic to improve rankings is worth it. If you have a larger budget to allocate to paid ads, however, PPC ads may be a more attractive option. 

Your Timeline

Throwing down some cash for a PPC ad provides an instant return, but building trust and organic traffic through SEO takes time. If you’re running a campaign with a specific timeline, PPC is more likely to get you the fast results you’re looking for. SEO is an ongoing process that requires time and quality content, and it can take up to 90 days to start seeing results. However, once you put high-quality content out there, it will rise through the search results over time—and you may find yourself ranking for highly valuable keywords and phrases.

Your Brand Visibility

Every business needs a functional, attractive site that follows web design best practices and ranks well with search engines. If your site is failing in one of these areas, you’ll lose rank and visibility. But if you’re bidding for the top ad spots with a PPC campaign, you may still be able to reach your target audience.

Why Not Both?

No matter how you compare SEO vs. PPC statistics, the numbers speak for themselves: U.S. digital ad spending is set to increase from $108 billion in 2018 to $201 billion by 2023. You can funnel your whole budget into marketing efforts, but they will be going to waste without having the proper tools in place. The best marketers understand that using SEO and PPC in conjunction is typically the most effective way to create a well-rounded campaign and guarantee a healthy ROI. With time, careful strategy, and strategic budget allocation, you can find success on both fronts. 

But not all businesses have the resources to make an integrated campaign work. This is where digital agencies come into play. Funneling your marketing budget to a third party who can make the most of it and help build your brand using both SEO and PPC is more than a wise move; it’s the kind of move that helps you stand apart from the competition and achieve more.

Find Your Best Fit with Snap

At Snap, we believe our clients deserve the best of both the SEO and PPC worlds. We also know that no two businesses face the same challenges when it comes to digital marketing efforts. That’s why we’re dedicated to creating a customized marketing strategy for every client. With our SEO strategists and PPC experts on your side, you’ll be equipped to see the best return for your efforts. Contact us today to get started.