If your business is based online or it merely relies on additional traffic for its revenue, you will need to use one of the online marketing strategies to help your business grow. After all, there are thousands of businesses offering their services on the internet, and you will need to have the edge over your competition to come out on top.
Among the numerous strategies that you can use, PPC is undoubtedly one of the most effective ones, which is why 78% of marketers rely on Google Ads to promote their business. While it is quite similar to SEO, there are few differences between them.
Whenever you use a search engines like Google, Bing, or Yahoo to look things up, you will be presented with numerous search results based on the words you’ve used in your search. This is what both SEO and PPC have in common being a part of the search engine marketing (SEM). However, while they are similar to each other in what they could do for your small business, there are also a few significant differences between the two.
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PPC stands for Pay-Per-Click, and the reason for the name is as straightforward as it gets — you’re expected to pay whenever someone clicks on your ad.
This leads us to our first main difference between PPC vs SEO — the ad placement. While PPC search results appear as any other regular search result, they come with the exception of having “Ad” placed right next to the website’s link.
More importantly, PPC search results are always at the top and bottom of the search engine results page (SERP). This means that, no matter how good your SEO game is, a PPC ad is more likely to garner more attention. As a matter of fact, people go past the top five search results only 4% of the time.
The second difference would be that SEO is a long-term investment. It will take time before you climb the ranks with SEO, and you will have to update your content on a regular basis by researching the latest search trends. While that is also the case with PPC, with a well-placed PPC campaign, you will start seeing results almost instantaneously.
Consider reading: SEO On It’s Own is Not Enough for Your Online Marketing Campaign
The third and perhaps the most significant difference is that PPC is a lot more precise. In other words, you can target your audience based on the location, demographics, keyword usage, time of the day, the device that they’re using, and much more. This means that, instead of simply climbing up the ranks, you can promote your business directly to the audience that is most likely to buy your product.
Apart from the three main differences that we’ve mentioned, there are a few more, such as the cost and ease of use, for example. However, while PPC might sound better, to make the best out of your digital marketing campaigns, it is recommended to use both strategies when promoting your online business.
This way, you can ensure that you have a long-term plan set up with SEO, while you can adjust and customize PPC campaigns according to your needs.