In the ever-expanding world of digital marketing, you can choose from a wide variety of valuable services to help your business thrive. This article is about two specific areas: Search Engine Optimization (SEO) and Pay-Per-Click advertising (PPC). Both are ways to improve online presence and boost sales for marketers. However, they do have some differences in terms of nurturing leads or setting up accounts with Google AdWords, etc. If you had a choice between the two, which one would you choose? Below, we have compared both strategies in detail so you can make an informed decision on your digital marketing strategy for lead nurturing.
When to use SEO?
When people are searching online, Google is usually their first stop. In fact, there were more than 3 billion searches on Google daily in 2013. So if you’re looking to get your website noticed by many different users and potential customers or clients, SEO may be the way for you to go.
You desire long-term results.
With SEO, you might not notice any immediate changes in traffic. Sticking with optimizing your website for search engines over an extended time will reward you targeted visitors coming from Google’s SERPs. On top of this, when one campaign ends, you can start another. So no matter what happens on Google or its algorithms change, there are always new opportunities available to make sure your content posting game stays regular. You have the accessibility to different social media sites like Facebook or Twitter by utilizing native share buttons through these networks. Moreover, you can make future posts organic, which will help boost rankings even more than before.
Creating an authority website.
An authority website lets you be at the top of your SEO game. All you have to do is post relevant content produced by an SEO service and watch as your website grows in your particular niche. Potential customers will go straight from their search engine result pages to your site, so there’s no need for them to look anywhere else.
Substantiating your website value.
Websites are worth a lot of money, and it’s essential to keep your website up. If you want to sell at an elevated price point, increase the value of your website by increasing traffic (both now and over time). Consider factors such as how often visitors come back repeatedly or ranking on search engine rankings on Google or Bing, for example. All these factors contribute directly to making one SEO-friendly website, which will ultimately lead to successful selling.
When to use PPC?
PPC ads are one of the easiest ways to advertise. You can set an ad price by bidding on keywords. People searching for those words will see your advertisement pop up, which is very convenient. Its automatic bidding system allows you to choose how much money it costs per click. However, nowadays, there are more specific systems like PlentyOfFish that offer these kinds of advertising opportunities.
You require instant results.
It only takes a few moments for PPC campaigns to start bringing results. Once you get going, it’s just a matter of time before potential customers visit your website. Thanks to the max bid requirements on Google’s Adwords platform, high-priority ad placement creates instant traffic. This is what makes an affiliate marketer especially happy because they can leverage all available channels from day one.
Targeting specific traffic.
The options of targeting your audience are practically endless once an AdWords campaign is put into place. You can also target people through popular social media platforms like Facebook that generally have a common interest among the demographics you’re looking for, such as hobbies or education level.
Advertising time-bound offers.
There are tons of offers out there that marketers need to act on quickly. This is especially the case for SEO campaigns which take a longer time than PPC traffic delivery. The dilemma businesses deal with is marketing something before it expires. Therefore they can redeem themselves by running targeted PPC campaigns. Advertising an expiration date with pop-up ads is the best option at this point.
Testing two ad elements.
A PPC campaign can be used to run two unique ads simultaneously. This is known as split testing or A/B Testing. You have to change some ad elements like the copy and allow them both time in rotation; depending on which has better results will determine if they’re canceled (killed) or optimized for improvement.
Controlling search results for your particular keywords.
With the number of marketers rising, there is less space for organic search results. As a result, it becomes more challenging to rank highly in various searches without PPC services than ever before. Now that competition is relatively low, and everyone else will soon jump on this trend as well. Incorporating PPC into your marketing strategy now gives you an edge over other businesses later down the line when they join too.
Suppose you’re interest in which marketing method might be best for your online business. In that case, it’s essential to consider both SEO and PPC. While these methods can complement one another, some people have their own preferences when determining the better approach. It may seem like there are endless options available to use while creating an online presence, but this isn’t always true with everyone’s personal preference on what works best for them specifically. Consider hiring a service that will help determine potential suitable for your new or growing digital startup.
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