PPC Management, SEO

PPC vs SEO: A Quick Comparison

When making a side-by-side comparison between a PPC type system and SEO efforts, at first glance, it may seem that these methods are quite similar. When used properly they are utilized for completely different purposes. While PPC is used to target potential consumers with paid advertising, SEO is devoted to driving potential consumers directly to its website. The truth of the matter is that there is much more that divides these two methodologies, but both are excellent for their intended purpose.  

Pay Per Click (PPC)

When companies are interested in pursuing a PPC campaign and investing hours in PPC management, it always helps to clarify their marketing motives. When companies decide to use this tool, there is typically a greater interest in appealing to the consumers’ specific wants and needs. Many companies will use these services by purchasing ad space from a website or search engine. Unlike SEO, PPC is a pay for performance tactic. The company will pay each time their ad is clicked so they do their best to provide a relevant, enticing ad that will gain a future customer. Another form of PPC management is bid based PPC. In bid based PPC, an advertiser auctions out advertising space to the highest bidder. The system works when multiple companies are bidding for a certain keyword in a geographic location to ensure recognition in their desired spot. Aside from typical PPC campaigns, an alternative method of PPC management is to collaborate with an affiliate business and advertise on their websites. There is often a financial incentive for selling ad space to a fellow business; however, if no products were sold through that site, no revenue would be gained by either party.  

Search Engine Optimization (SEO)

When working with SEO, one must understand the fundamentals and be willing to be patient in their work. Unlike PPC, SEO is more of a process than it is anything else. SEO requires constant attention to keep websites updated and their site flowing throughout the internet. This is often encouraged with cross-linking. Cross-links are links within the website that draw viewers in from other pages of the website, keeping their attention with your business for a longer period of time. This is something you just witnessed firsthand if you clicked on that “crosslink” hyperlink. In terms of pricing, many may choose the SEO route, assuming it is a better deal than PPC. While SEO is an unpaid organic marketing style, costs can develop by updating a current site or hiring a professional to help with SEO needs. This can still turn out to be less expensive than the PPC option, although it balances out given the amount of time involved with SEO.

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