SEO or PPC: Which Is the Best Strategy for Your Business?

With the advent of the internet, more and more people are using search engines like Google to look for the products and services they need. Search engines have become an essential medium that influences the purchasing decision of the buyer. The chances of people finding your website through search engines are much better than landing there directly. Therefore, a strong presence in search engine results become crucial for businesses.

Search engine optimization (SEO) and Pay per Click (PPC) are the two most important marketing strategies meant to drive the visitor to the website.

SEO is a combination of various strategies and techniques used to boost the number of visitors on a website by improving its ranking in the organic results of a search. A higher ranking in the search engines implies a higher number of visitors, higher conversion rates and higher revenue thereby. SEO includes techniques like keyword research, SEO auditing, on-site optimization, off-site optimization, competition analysis and evaluation of the results.

PPC is one of the most popular forms of search engine advertising. Google allows advertisers to display their ads in the sponsored results section. The advertiser pays a fixed amount to the search engine when their ads are clicked. The click directs the visitor to the advertiser's website. So instead of earning the search visits organically, a business in a way purchases the visits to his site.

Both methods aim to convince the users to visit and increase the traffic to your website.

Both the approaches have their merits and demerits, and before deciding on the better strategy for your business, you should consider the following points:

1. The amount you want to spend on marketing should be taken into account. If you are working on a tight budget, then PPCs might not be a feasible option and add to your expenses. PPC allows benefits like:
   • The primary objective of any website is to drive traffic and increase conversion rates (CRs). And variables of the website have to be tested to work out on weaker points and improve CRs. PPCs can be used to buy the required traffic and reach the result quickly.
   • Search engine's algorithm changes every now and then. Sites optimized for one type of algorithm suffer when the algorithm changes and the new update is instantly required. But while paying for each click, you are immune to the changes in the algorithm.
2. Cost per click(CPC) is different for different keywords and phrases. Use the 'Traffic Estimator' tool to find out the average cost for any keyword/phrase. Ensure the average cost of your specific keyword is not too high.
3. Analyze how strong the competition in your target market is? Make use of the 'Google External keyword research tool' to estimate the competition level in your industry.

You may find that the authority websites mostly command your specific keywords. Displacing such sites to make a place for your website in the market is a quite complicated job. Instead, it makes more sense to use PPC services in this case.

It isn't necessary that only one of the two strategies has to be used. Both of them can be used in combination to have a powerful impact.

Vineet Kumar Sing is a website developer and also have a working knowledge of Digital Marketing. He has helped various clients with his expert Digital Marketing Services.

Article Source: https://EzineArticles.com/expert/Vineet_Kumar_Singh/2102096

YouTube Advertising Campaign Tutorial - How to Set-up YouTube Video Ads with Google AdWords

Here's What Industry Insiders Say About PPC Advertising

Paid advertising is a vast field of opportunity for every individual who wants to expand his business and grow with the trends of the market. Today the world is digitalizing itself and moving forward opening new doors in the paid marketing industry. There are many techniques for research on the Google AdWords campaign with immense technology advanced paid marketing strategies and campaigns which can run online without any restrictions and with a smooth functioning process.

Let's now understand more about a particular ad by Google named PPC Advertising.

Concept of Google AdWords: -
Google has come up with an advertising word tool called "Google AdWords". It has a bunch of words collected which are bid the highest by online users. Google AdWords is also known as Paid Marketing. The advertisers have to pay to bid those keywords which are present in the paid campaign. Less-Effective keywords reduce the ad rank of the business.

Google AdWords sets the budget bar as per your requirement. You can choose the bid on the lowest-rated word also and run your campaign with a low budget as you desire. In the world of AdWords, impressions, click strategy, keyword planner plays a major role for a successful paid marketing on a digital platform.

Search Engine Marketing: -
The conceptualization of SEM is done to elaborate on the functioning of paid marketing on Google search engine. The major examples of SEM are Google, Bing, Yahoo wherein they allow the advertisers to advertise but through various methods like: -

1.) PPC: Pay Per Click (Advertise is taken into consideration)
2.) CPC: Cost Per Click (AdWords are taken into consideration)
3.) CPA: Cost Per Acquisition (Impressions are taken into consideration)

The most relevant form of advertising through a search engine is PPC Advertising. Pay- Per- Click marketing strategy reduces the wastage of money to an extent. In this paid marketing strategy ads are shown to the users as per the keywords entered by them in the Google search engine. The advertiser's money will only be deducted when a user will click on their respective ad and will visit the page. The advertiser cannot boost his ad by paying more to go ahead of his competitors. The whole PPC marketing revolves around the keywords used by the users. Thus it is also known as
"Keyword Marketing". PPC Campaign is effective as it reaches out to a potential audience that is genuinely interested in the product and the ad gets proper exposure in the industry through this marketing tactic.

Importance of PPC Advertising: -

1.) PPC Campaign has a hyper-specific audience that clicks on a particular ad of his taste of interest.
2.) From the monetary aspect, it is a well-secured tactic wherein deduction happens on a click.
3.) There is no unwanted impression or surfing happening by clicking the paid marketing ad.
4.) PPC occurs with full authentication through ad auction, each and every keyword is auctioned for a search engine to determine the validity of the advertisement through the Search Engine Result Page (SERP).

PPC Advertising Examples: -
Olay BB Cream had come up with a PPC Marketing tactic that involved site links, an offer, and a trademark.

The mixture of these three elements makes an ad look reliable and eye-catchy because of the stated offer. Site links give an opportunity to the user to click wherever he is amenable to look for the stated product. The registered trademark can accelerate your rank in the search engine.

An Audi PPC Ad Campaign had site links, verbs and social extensions which uplifted the ad in the search engine.

Site links are a sure game-changer as they give freedom to a user to know the insights of a product in a more systematic pattern.

Verbs from ancient times have described an item's quality in a much better way than writing a simple line. Audi had created one single line that stated "Experience New Audi Luxury Cars and Models at Audi USA.com".

A social extension with a huge amount of followers changes the game on the Google platform in a wink of a second.

Conclusion: -
A PPC Campaign is the most effective and economical way to deliver paid ads. It is a backbone for growing as well as the giant business's marketing model. Keywords for generating an ad can be auctioned by bidding and the rank of the business can be known from the Google search engine.

PPC Marketing gives a niche market audience that engages in a product and uplifts the features of it at the same time. It allows displaying ads in a specific demographic or a country globally or locally with time and day preference. It helps in targeting customers and redirect them back to the advertiser's website.

Article Source: https://EzineArticles.com/expert/Kinjal_Soni/2561261