SEO or PPC? What to choose?
Let’s analyze the pros and cons of each option, so that it will be easier for you to make a decision.
Advantages of SEO
The main reason for choosing search engine optimization is its low cost. To attract customers using PPC it is a necessity to dispose of ample means. And to have time if you are a beginner. First time you will hardly get CPA and ROI the way you want. SEO is much cheaper than PPC, but it takes more time. So, here you are supposed to choose: money or time? In addition, SEO guarantees long-term results. At the beginning, SEO gives insignificant results, but then they increase rapidly. Thus, SEO is more stable than PPC, and can generate high-quality organic traffic for many years.
Just think about it. You have to pay for every click that you receive through PPC. And this reduces the final profit. Unlike SEO.
Advantages of PPC
PPC is primarily an instantaneous burst of traffic that you get. From the first days, people who are ready to buy come to your site. Also, you can customize main keywords to find the target audience. Due to this, you exclude unnecessary transitions, and thereby do not have to pay extra money.
PPC helps you to manage traffic and to increase the recognizability of your brand quickly. This is very important for start-up companies, which try to assert themselves. As a rule, the first line of search is viewed by everyone, even if they do not click on the ad. Therefore, you will be noticed and remembered.
Another advantage of PPC advertising is that it is converted 1.5 times more often. This is due to a more flexible configuration, primarily keywords. In addition to this, PPC is developing, and every year you have more and more opportunities.
Disadvantages of SEO
But everything is not as rosy as it might seem at first glance. Search engines are constantly changing their algorithms, and if yesterday you were on the first line, today you can get banned. 40% of marketers claim that such changes are the biggest problem of SEO. In recent years such major updates as Panda and Penguin have caused serious disruptions in search results and many marketers have felt a negative impact. Therefore, it is important to remember that SEO is not a strategy from the category “to install and forget”. This strategy requires constant maintenance and updates in accordance with the newest trends. Besides:
A) You can lose the top position
Recently, some sites have experienced a 90% decrease in traffic due to the update of Google Fred. Note that you can be lowered in the list, even if you play by the rules. Instantly. As soon as the search engines update their algorithms.
B) It takes a long time to see the result
If patience is not your strong point, SEO can make you nervous. This strategy will not bring results in a trice. And even in a month.
Remember that indexing takes a considerable amount of time. How many – no one knows. This can last for 4 weeks or even more. Be ready to wait a few months before you see the first considerable results. Nevertheless, the longer you work and the more often you write, the faster new articles will be on the first page of the search.
Disadvantages of PPC
It was already mentioned above that it is more expensive. And this is the main disadvantage. As well as the fact that the cost is constantly increasing.
Sometimes the money you spend on attracting traffic exceeds what you get from sales. For beginners it can be crucial.
A) Optimization is a long process
PPC is not a universal remedy. If you run advertising, no one guarantees instant results. The study of all the peculiarities takes time. Same as for ad optimization.
C) You get leads only if you pay
Unlike other ways of promotion, such as SEO, social networks, content marketing, etc. Yes, they also require constant maintenance, but if you put everything on pause, people will still come to your site.
Unfortunately, this does not apply to PPC. To maintain a good level of traffic, you need to constantly invest in your campaign.
How to choose a strategy?
Just answer the question, what is more important for you at the moment: money or time.