Zohaib Hassan is the Founder & Partner at Lead Origin. A modern consulting firm focused on digital transformation & intelligence.
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PPC (pay-per-click) and SEO (search engine optimization) are some of the most popular marketing methods that make many businesses successful. These two methods use very different approaches but with the same goal: to generate traffic and sales.
What Is PPC?
PPC is a cost-effective advertising method where businesses bid on keywords that are related to the interest of their audience and the industry they’re in. These advertisers bid so their ads will be shown as a result generated when a user searches a particular keyword.
If someone goes online and looks up “how to change a tire,” Google will show them a list of millions of pages containing that keyword, arranged using algorithms based on the person’s location, intent and relevance. At the top of the results are two to three paid ads ranked according to the highest bidders for that particular keyword.
Although businesses can bid more to rank higher on the search results, Google will only charge them when someone clicks on their ad to visit their website. With PPC, business owners won’t waste money on people who view their ad but are not really interested in what they’re offering.
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The Benefits Of PPC For Small Businesses
• You only have to pay when your ad is clicked.
With PPC, your ad can be shown to hundreds of people for free. Your ad will appear in search results, but you will only be charged once they click your ad to visit your website.
• It’s easy to set up and manage PPC for your business.
PPC platforms like Google Ads have many features that make creating an account and ads quick and hassle-free. There are summarized steps that are easy to follow even for first-timers.
• PPC lets you connect with your target audience directly.
With PPC, it’s possible to target your desired audience precisely by using keywords, demographics, location, and the time and days you want your ads to appear in search results. Your ads will only be shown to people who are interested in your products/services.
• PPC gives you the opportunity to beat even the toughest competition.
If a more established competitor is popularly searched by customers, you can bid for the competitive keywords with PPC. If you’re the winning bidder, your ad will appear in the search result, even if it’s for a direct competitor.
• PPC can help new startup businesses see quick advertising results.
Even newly established businesses can get impressive results from PPC campaigns within days. Being at the top of search results can significantly help a business become profitable and grow.
• With PPC, businesses can be selective with their targeting.
Google Ads has a wide range of settings that lets you focus on the most valuable ad impressions and visitors: geo-targeting, ad scheduling and more. This typically results in high conversion rates and ROI.
• PPC can develop strong brand recognition.
A small business normally uses keywords related to its industry so people searching those keywords can see their ads. This can help your small business get noticed and build a stronger online presence.
• Your ROI can significantly improve with PPC.
PPC can reap dividends for your business, especially if you’re in an industry with a high return. With PPC, a few conversions can be enough to pay off your monthly advertising budget.
What Is SEO?
SEO is an organic marketing method that can help potential customers find your business website when they search on search engines like Yahoo, Google or Bing. You can drive more traffic to your page by optimizing your website through the use of relevant keywords, fast loading times, and easy and convenient navigation. Search engines reward sites that are user-friendly and have optimized content by giving them a higher search ranking.
The Benefits Of SEO For Small Businesses
• SEO is cost-effective.
If you attract the right traffic and get more conversions, you won’t have to spend a lot on SEO. The better your ranking, the more easily you’ll be able to attract new customers. You only pay a small amount to maintain the SEO.
• SEO can make websites faster and more convenient to browse.
User-friendly websites are rewarded with a high ranking by search engines. Businesses need to improve the user experience if they want to optimize their website’s content for search engines. If customers find a website convenient, they’re more likely to make a purchase.
• SEO can help improve conversion rates.
If a website is optimized for search engines, it loads faster, is easier to navigate and is compatible with mobile and tablet devices. This makes your website more accessible and convenient to prospective buyers, usually resulting in more sales.
• You can get more target traffic.
The most important elements of SEO are keywords. They give businesses an idea of what potential customers are looking for and provide more context—whether they are just getting information, window-shopping or ready to buy. This information will help with targeting, so your SEO will only bring in customers who are actually interested in your product.
• SEO can bring long-lasting results.
SEO will drive new customers to your site over a long period of time, which means your investment will last longer.
• SEO done right builds brand awareness for small businesses.
If your site keeps appearing on the front page of search engine results pages, potential customers will be more aware of your brand’s online presence.
The Verdict
PPC and SEO are both effective marketing methods that can result in high conversion rates, improve ROI, generate more sales, build brand presence and more. However, the time it takes to reap the fruits of your labor is the major difference between them.
If you are willing to wait and prefer long-term results, SEO is the suitable option for you. For small businesses, PPC seems like the better choice. A well-managed PPC campaign can deliver results within days.
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Author: Zohaib Hassan Patoli, Forbes Councils Member
