SEO and PPC are two fundamentals of Digital Marketing. If a person has knowledge of these two, they can run their e-commerce business successfully. But how does a business choose between these two? And which one should you focus on? If you have these questions, this guide will explain the difference between SEO and PPC according to companies providing SEO and PPC services in India.
Ten years ago, when online marketing wasn’t much on-trend, people didn’t know how influential it could be in the future. Those businesses that changed at the right time and started operating online were the ones to have a successful business in the present time.
But don’t be demotivated. This doesn’t mean it’s the end! The pandemic in 2020 has forced many businesses to go online, but not all are using PPC or SEO in their operation. Moreover, not everyone knows that these things exist. So, you still have a good chance of securing a good position in your niche.
What is SEO?
SEO stands for Search Engine Optimisation. It is a critical factor essential for the long-term success of a business. It includes various online and offline activities that tell Google or any other search engine about your website and organically rank it in front of the people who are searching using a related or a specific keyword.
What is PPC
PPC stands for Pay Per Click. It is an advertising model in which advertisers pay for every click they receive on their advertisement. This allows for appropriate spending of the allotted budget and targeting people with specific demographics.
According to PPC services in India, pay per click marketing includes display advertising, social media advertising, video ads, and more. In simple terms, it means that you pay a search engine to show your product or service in front of people looking for your product or services.
Difference between SEO and PPC
- The major difference between them is the results. PPC generates quick results, whereas SEO takes a long time to produce results. This doesn’t mean you should solely focus on PPC and don’t put any effort into improving SEO.
- Research has proved time again and again that PPC is an effective plan for the short term. However, SEO overpowers PPC if you aim for the long term.
- SEO brings organic traffic, which is free traffic that you are getting from the search engines. On the other hand, PPC brings in paid traffic – paying search engines, or social networks to show your ads on top of SERP and gain more clicks. This is effective for the short term, but it will get expensive in the long term.
- According to companies providing SEO and PPC services in India, you pay for a click and generate leads using PPC. In contrast, SEO has a series of processes that involve link building, website optimization, backlinks, website audit, and several other tasks that gradually improves overall site’s performance.
- Finally, the time that it consumes. PPC is quick-in and quick-out. You pay, get result, and go! Whereas, in SEO, you have to keep doing every task repeatedly for a long time to see any notable results.
Results of SEO
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Awareness
SEO focuses on ranking for particular keywords. So when a person searches using a keyword, the search engine algorithm will analyze your website’s keyword and show your website in SERP, which increases your brand awareness.
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Branding
SEO entails content creation. To have better ranking in SERP (Search Engine Result Page) you need to create valuable and quality content using a Keyword. Then, when a person searches using that keyword and reads your valuable content, it improves the brand value in the eyes of that customer. And in business, customer is everything!
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Credibility
When your site appears in the organic results of an SERP, it can help you gain credibility in front of people looking for a solution to their problems. Many consumers avoid advertisements and trust organic results.
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CPC (Cost per Click)
Organic search traffic is free. However, it will take time and money to build that visibility, but there is no charge for each impression or click.
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ROI
Organic search engine traffic can deliver a better return on investment than traditional types of paid media, and it can surely outperform PPC in the long run.
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Sustainability
Organic traffic does not dwindle when you stop paying for it, unlike paid search marketing. As a result, attempts to increase organic traffic might help your company stay afloat when marketing budgets are curtailed.
Results from PPC
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Position on the page
Above-the-fold content is dominated by paid search. Even if a user chooses to scroll past the sponsored search advertising, they will always be visible on desktop and mobile, with four advertisements and three on mobile.
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Improved ads
PPC adverts are exactly that: advertisements. As a result, you have significantly more granular control over your marketing messages and more space to deliver them. Calls, locations, site links, pricing, and bullet points (callouts) are just a few possibilities for dominating the page with adverts.
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Visual products
Wherever you sell a product, Google offers visual shopping advertisements that allow users to see what they’re clicking on before they buy. By providing a option that is not available in organic search, an ad can significantly increase the click-through rates.
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Budget
PPC provides for precise budget management. Set a predetermined limit on how much you are willing to spend per day and the ads won’t cross that limit, giving you a strong money management.
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Targeting
PPC allows you to reach out to potential customers in a very focused manner. By using time of day, search phrases, day of week, geography, age, language, device, and audiences based on previous visits you can show personalized ads to a very specific or very broad group of people.
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Speed
While organic visibility takes time to build, a PPC campaign can be set up in days and scaled up in weeks. Paid search engine advertising is the fastest way to get in front of buyers at the exact moment they are ready to buy.
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A/B testing
A/B testing allows you to test different ad groups and check which one is performing better. you can do split-test advertising, landing pages, and place call-to-action buttons to determine which ones are getting better results. This data can be used to inform all other digital (and traditional) marketing efforts.
Conclusion
Both PPC and SEO are important parts of the success of the business. That is why companies providing SEO and PPC services in India suggest their clients invest both in them to reap great profit in the present and the future.
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