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When first venturing into the world of search engine marketing (SEM), you’ll often find a deluge of information comparing pay per click (PPC) marketing to search engine optimization (SEO) marketing. You’ll find lots of information on the pros and cons of each vertical and some very enthusiastic opinions about why you should choose one over the other. However, choosing one method of SEM over the other is oftentimes not the most effective choice, and can actually be damaging to your overall marketing efforts. In most cases an SEM plan should include a combination of both short and long term initiatives and allocation of resources should be accordingly applied.
By combining the short term possibilities of PPC with the long term possibilities of SEO you can oftentimes achieve a higher ROI than by individually using either one.
Both online marketing methods have their advantages and disadvantages and chances are your business will lend itself better to one or the other. It’s important as a business owner to understand how both of these methods can help your business, and how they can work together to give you the most bang for your buck.
Pay Per Click (PPC) Marketing – PPC, often referred to as cost per click (CPC) marketing or paid search marketing, is the act of purchasing ad space on search engines like Google, Yahoo or Bing. You place customized content on the search engines and then pay each time a visitor clicks on your ad and visits your web site. The cost of each click is determined among other things by the competition on the term, the history of the account and the amount you are willing to pay. Each time someone searches on one of the terms you identify, the term goes through an auction process behind the scenes. The search engine then reviews the metrics previously mentioned and your ad will be displayed in the corresponding position within the paid search area in the search engine results page (SERP).
Advantages to Using PPC
Disadvantages to Using PPC
Search Engine Optimization (SEO) – SEO, sometimes referred to as organic or free advertising, is the act of developing a web site and its pages in a manner that pleases the search engine algorithms. SEO involves manipulating the design, layout and content of each page within a website as well as managing the interaction between your site and others. If a correct SEO strategy (correct according to each search engine) is implemented, the search engine will give your site preferred positioning and placement. The increased visibility in presence and positioning will drive more traffic to your site.
Advantages to Using SEO
Disadvantages to Using SEO
Benefits of Using Both PPC and SEO
As you can see, each method clearly has its advantages and disadvantages depending on your business and your goals. In most cases, by using a combination of SEO and PPC to a varying degree, you can take advantage of the benefits of both, absorb the disadvantages of each, and see better overall results.
Both PPC and SEO marketing are great ways to drive traffic to your site. Individually, both methods have advantages and disadvantages that may lend them themselves better to certain types of businesses. However, in most cases using both methods in your marketing, at least minimally, will result in the most well rounded, long term marketing plan.
For more information, please review our Education section.
Tessera Marketing is an internet marketing agency that specializes in creating custom marketing programs for our clients utilizing PPC, SEO, affiliate marketing and more. We get to know our clients and their businesses on a personal level and create custom programs for them based on their individual goals. If you’d like to learn more about how Tessera Marketing can help your business please give us a call at 303-379-9501, or visit our website at www.tesseramarketing.com. Consultations are always free.