Marketers and business owners alike each have two major options for search engine marketing: the organic path and the paid route. Both have their benefits, drawbacks, and best use cases, which means creating an effective marketing plan requires an in-depth understanding of which to use and when.
The Benefits and Drawbacks of PPC
Search engine optimization (SEO) involves waiting for algorithms to work in your favor, and it can be frustrating not to have control over when that happens. Many business owners, therefore, prefer a pay-per-click (PPC) approach because it provides them with quick results.
Additionally, PPC performance is measurable. With paid search ads, you can access high-level data about your campaign, including the number of clicks, impressions, and conversions and the cost of each. These analytics will show you which pages and ads are performing best, where you are in relation to your competition, and what needs to change to get you where you want to be. They also allow you to be more precise in your audience targeting.
PPC isn’t without its drawbacks, though. It often requires a bit more in terms of an upfront investment, as you’ll need to pay for ad space. There can also be a steep learning curve involved with figuring out how to find the balance between campaign cost and performance.
The Pros and Cons of Organic Search
Due to its cost-effectiveness, organic search is still one of the most popular website marketing methods. With it, you won’t have to pay for ads to get in front of customers. You simply have to put in the work to climb the search engine rankings.
Another benefit of pursuing organic search is that it’s much more of a long-term strategy than PPC. The moment you stop paying for PPC ads, all of your traffic will vanish, but any results from organic search marketing will, more often than not, be much more enduring.
When it comes to organic search SEO, business owners do have to be willing to give up some control, as their exact ranking and the time it takes to get to the top spot is in the hands of an algorithm. SEO also needs constant maintenance, especially as algorithms change periodically.
Which Marketing Strategy Should You Use for Your Business?
The search engine marketing strategy you choose for your business will depend heavily on your current needs and future goals.
It’s probably best to choose PPC when the following statements are true:
- You have time-sensitive marketing needs, such as sales and product launches
- You go after competitive keywords that are hard to rank for
- You wish to go after a specific audience with targeted messaging
However, you may want to consider sticking with organic search when these apply:
- You want more long-lasting visibility and a greater return on investment (ROI)
- You need a more cost-effective marketing method
- You wish to build your website’s authority and branding
Remember: You don’t have to choose one method, and it is possible to incorporate both into your marketing.
Let the Experts Help You Craft a Solid Search Engine Marketing Plan
Before choosing between SEO and PPC, developing a strategy and figuring out how each method would fit into it is important. If you’re wondering how to craft an effective marketing plan, our team at Net Profit Marketing can help. We’ll evaluate your goals, needs, and budget and carve out a clear path to your desired results. Contact us today to discuss how our services can bring you better ROI in your marketing.
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