PPC (pay per click) and SEO (search engine optimization) are two major channels which made up the search marketing. Both channels have their own advantages and disadvantages that need to be considered before committing resources and time to either approach.
Advantages of Google AdWords over SEO
Minimal Impact: SEO often involves website design changes, and these changes can be important while in PPC websites do not have to make layout or design changes in order to use this channel.
Buy Position: want to rank number 1? You can buy it with PPC. When it comes to ranking SEO is hit and miss affair, and ranking for highly competitive keywords can be virtually impossible for new sites.
Instant: Traffic can start flowing in just a matter of few minutes once a campaign has been launched but with SEO, traffic usually take a little time to assemble, and there is no assurance that it will arrive at all.
Pay on Performance: You need to pay when you receive traffic but if you don’t receive any traffic, you owe nothing. SEO requires a big investment with no guarantees of successful campaign performance. Traffic and visibility aren't directly controlled by the SEO.
Time Control: You can decide when your Ads are seen. SEO has no such control.
Precise Tracking and Adjustment: You get instant precise figures, and you can modify your campaigns in real time. SEO campaigns can be modified, but it requires time and the results of which may not be seen for months.
Landing Page Control: You can control which page search visitor see. With SEO, the visitor can see any page the search engine has in its index.
Region Control: You control the regions and countries in which people see your Ads. With SEO, you have no control over regions or countries.
Precise Keyword Targeting: You select the keyword terms under which you appear. This helps you to run solidly focused campaigns. With SEO, pages can show a wide range of keyword terms, and sometimes these terms are not relevant to your campaign. This can make campaigns more difficult to measure.
Control Your Budget: You can be specific on how much you want to pay for any given time, and you can stop and re-start campaigns when you feel comfortable. SEO involve a big investment so the campaign can’t be easily switched off.
Advantages of SEO
Due to the features and flexibility of PPC, people use SEO because of two things:
SEO has zero cost per click but this doesn’t mean SEO is free. SEO is time intensive, and cost a lot of money and it can also involve third party costs, such as link buying. However, the on-going cost of a well-executed SEO campaign can come in well under PPC advertisements particularly if good rankings are maintained.
People try to trust the main listings more than they trust the paid listings. The main listings receive the lion share of audience and clicks.
The Advantages of Feeding PPC into SEO, And Vice Versa
PPC is a perfect testing platform for SEO, the SEO suggest may be a keyword term worth the time and effort in ranking that term. Possibly the keyword term doesn’t receive as much traffic as you suggest. By running a PPC campaign on the keyword terms prior to implementing an SEO campaign, the SEO can receive a more accurate estimate of the search volumes. The SEO might also want to check for the wording of language on landing pages to check how altering the copy favor search spiders which make a difference to conversions.
PPC outsourcing further explain that SEO can feed back into PPC campaigns Because SEO casts a wide net, traffic logs can sometimes reveal lucrative keyword combinations that the research tools do not.
An SEO strategy develops with time and should reduce the cost-per-click price of a combined strategy. If a website is well ranked for expensive terms, then you may be able to change PPC bidding away from these terms and use the funds on other terms.