In a perfect world, all companies pursuing digital marketing would have limitless budgets to invest in both search engine optimization (SEO) and pay-per-click campaigns (PPC) without abandon.

While we wish this was the case, most companies looking to expand their digital reach are usually constrained by a budget, causing them to ask the same question two questions:

Do I invest more in SEO or PPC, and which will yield me the best return for the value?

PPC Vs. SEO: The Internet Marketing Dilemma

Choosing between paid and organic search comes down to a matter of what your goals and resources are, particularly:

  1. Whether or not you need a long-term or short-term strategy
  2. Your overall budget
  3. The types of goods or services that you provide
  4. Your overall marketing strategy

Based on what you want to get out of your marketing strategy, you can choose to implement either SEO, PPC or a combination of both.

Is SEO Right for Your Marketing Strategy?

Organic search is the king of inbound marketing. When it comes to the digital realm, nothing will garner you more better long-term results than a flawless SEO strategy.

Even though SEO is a slow process, it’s the most surefire way to increase leads and website traffic. While you won’t see results right away, you can expand your reach exponentially. Internet users are 8.5x more likely to click on organic search results than paid advertisements.

In the end, SEO is the best process for introducing people to your brand and company, but it is targeted at people who are at all stages of the buying process. You may get hits to your website, but many of those hits may not be from people who are ready to convert. SEO is a courting process, you have to introduce people to your company and guide them through the buying process.

Is PPC Right for Your Marketing Strategy?

Although SEO is the better long-term strategy, nothing produces immediate results like paid search campaigns. The second you activate an Adwords account and create your first campaign, people will begin seeing your ads.

PPC ads are generally targeted towards those who are ready to purchase, which is why paid search results are 1.5x more likely to convert users from search engines.

Even with a modest ad campaign budget, you will still see increased website traffic and sales.

Can You Afford to Invest in Both?

In nearly every case, yes, and doing so is the best digital marketing strategy possible. When combined, the long-term effects of SEO and the immediate results delivered from PPC campaigns is the winning combination.

You simply need a strategy that will allow both campaigns to fit into your budget. If you are uncertain about where you should go next, contact Viden Marketing today. Our team can help you assess your individual needs and craft a marketing strategy that fits your goals.

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