SEO is known as the search engine optimization, and PPC is known as the pay per click so which is the first choice to be made SEO or PPC is the first question that hits the mind of the entrepreneurs and the business owners in terms of marketing and advertising. Each of these has its own advantages and disadvantages like SEO is highly sustainable, but it will take longer time for delivering the results, whereas PPC can give confidence to the customers immediately but it requires spending a lot of time for every new customer. The moment advertising is stopped, then there is no view of new customers.
Factors to be considered in a confused state of choosing SEO or PPC
However, if you are in your initial stages of starting the business, then your budget for marketing or advertising will be tight, if that is so, then it is the difficult position for you to make a choice of whether you have to invest in SEO or spend money on PPC.
Have knowledge about your industry
The use of SEO or PPC depends on the work that is carried out by your site, your plan for a marketing budget, and the level of competition in that field. The possibilities of succeeding with SEO are very high if your position in the marketplace is a well-established authority. Then there would be no need of PPC.
It would be better if you can plan your spending effectively between SEO and PPC if you’re the beginner of the already existing industry that is well developed. This approach will be helpful in acquiring clients as marketing with the help of PPC will give confidence to the customers and eventually leads to the development of business rapidly. Advertising through PPC would be helpful in mature markets as it is considered to be the best way to understanding the specific and effective keywords. Later it will provide assistance in developing the best approach to SEO.
Brand and audience should be known
You might think that any type of business and websites can work well with SEO and PPC. It is not true, so to make the business work effectively right choice has to be made between SEO and PPC. If the product is already positioned and people are not paying any attention to it, then there is no point in choosing SEO it is because nobody will be interested in keywords. Similarly, if the product is having low margins, then selecting a PPC would be a bad option.
Queries to be posed by the marketer themselves
The following are some of the questions which are to be questioned by the marketers to themselves such as:
- Are any of the visitors are received by the web page
- Is our product or service is innovative
- Does the site support the content strategy that is authoritative?
If your business is able to understand the needs and requirements of the audience and the brand, then effective content strategies can be generated by you. It is fundamental for SEO. While with the PPC marketing ROI can be measured easily, but not that easy with SEO. This is the secret that is hidden between SEO and PPC marketing budget distribution. During the starting stages of the business, this can be approved because the ROI is visible from SEO after a long run.
Why is it better to choose SEO in the early stages over PPC?
It is usually believed by most of the startup companies that PPC will be more favored when compared to search engine optimization, but it is not true and it might lead to loss of marketing budget. According to Google most of the business will start their marketing through SEO. Though you are not sure of using keywords for your new business and what return on investments are you fetched from various channels still you will have the options of alterations and testing. Due to this, you will be able to point out the keywords that are appropriate for your business or website and eventually it will help you in performing at its best and by utilizing those to get optimize your SEO campaigns further.
Need of remarketing
To the fact that not all the clients you have targeted will buy from you on the first go. So how well you market your products or services from the perspective of SEO or PPC it will not matter. On the basis of your business position in the marketplace, you might require few more rounds of marketing so that it will reach to the clients you targeted and drives the traffic. Further, one important thing to be kept in mind is that on the basis of product life cycle target the clients periodically.
For instance, if car servicing is offered by your business, then make a wise decision by reaching out the clients every 6 months when it is the time for its maintenance. With the help of email marketing you can remarket and remind the client or by utilizing PPC you can retarget them. Remarketing is required so that you can get back your clients to your site.
The procedure to be followed while advising
The following six step process is needed to be followed for putting your advice into actions which will be helpful for you in getting started with SEO or PPC.
- The keywords that are helpful in converting and validating the business you need to identify them by running a short campaign of PPC
- For developing the strategy of on-site search engine optimization right from the launch use this keyword data
- A part of marketing budget should be invested in off-site SEO also
- In order to start attracting the customer’s right from the launching date till they naturally move towards your site, you need to launch a wide-ranging PPC campaign
- As more traffic is driven towards your site make alteration in the marketing budget by reducing its spending on PPC and increase on SEO and various other marketing strategies
- For improving the conversion and for triggering the repeat purchase remarket the past existing clients
Why SEO or Why PPC?
Are you in a serious controversy of how to distribute your marketing budget between SEO and PPC? Not to worry but have a clear clarification of why to choose any of this for marketing budget and the secret behind them.
Marketing through SEO the company has to wait and look for the long term results.
On the other hand, immediate action can be seen in terms of increased sales of the revenues of the company by marketing through PPC.
However, the financial foundation should be strong for PPC strategy as it is required to pay for each and every new customer. So it is suggested that an established company has to use the SEO instead of PPC while the startup companies can go for PPC at first with less budget and more keywords. By doing so, it will help you in identifying the best and top performing keywords so that you can make use of it in the future for marketing through SEO. Also, the companies have to follow up their customers, which is very important for increasing their correspondence and for triggering the repeat purchases.