PPC or SEO which is better?
It’s a question we often hear from potential clients. Should I focus on PPC or SEO? The honest answer? Probably both. However, the right approach depends on your goals and budget. Below, we explore the pros and cons of each strategy and why combining them can be particularly effective.
The case for PPC
For this article, when we refer to PPC, we mean paid search ads, although PPC can encompass a wide range of paid marketing activities.
The great thing about paid search ads is that they deliver immediate results (or at least, they should). The moment you turn them on, you start driving traffic to your site. The downside? The second you turn them off, the traffic stops.
A well-optimised PPC campaign can be an excellent way to quickly attract visitors to your site, particularly for time-sensitive campaigns or when you're targeting competitive keywords.
The Case for SEO
SEO, on the other hand, is a longer-term investment. We like to think of it like brushing your teeth. If you focus on it regularly, auditing and optimising, you'll see the improvements. Neglect SEO and the subsequent fixes that come with this can become more time-consuming and complex.
It's all about putting the work in and patience. Once your site is optimised and ranking well, it's usually a case of maintenance and the benefits continue over time. While ongoing optimisation is necessary, the cost is typically lower than continuously running paid ads.
Why you should do both PPC and SEO
If you're already investing in keyword research to identify the terms most relevant to your customers running both organic SEO and PPC ads simultaneously allows you to maximise your reach.
Google Ads pricing is influenced by how relevant your site is to the search terms you're targeting. The more relevant your site, the lower your cost per click. Google prioritises serving users the most useful content, so a well-optimised website with a strong quality score is not only more likely to rank organically but can also reduce your PPC costs.
Which is more measurable and quantifiable?
PPC is generally more measurable in the short term, as platforms like Google Ads provide immediate insights into impressions, clicks, conversions, and return on ad spend (ROAS). You can track performance down to the keyword level, see what users are searching for to reach your ads and adjust your campaigns in real time. SEO, while also measurable, takes longer to show results. Metrics such as organic traffic, keyword rankings, and domain authority build over time, making it harder to attribute specific actions to immediate outcomes. However, tools like Google Search Console and analytics platforms can still provide valuable insights into the effectiveness of your organic strategy
The Importance of a Strategic Approach
Before starting any marketing activity, we always recommend developing a clear strategy. By reviewing your business goals, we can create a tailored marketing plan that selects the right channels to deliver the best return on investment. Every business is unique, and so are the challenges they face.
If you'd like to learn more about how we can help you reach your goals, get in touch.