SEO vs Pay Per Click Ads

Getting found online is no longer an option for your business, – it’s essential. But what strategy should you use, Pay Per Click ads or SEO, or both?

In this post we’re going to look at 2 of the ways business can get themselves in front of more people online – Pay Per Click ads and SEO.

There are a wide range of options available to increase your brand visibility on the internet but the two major routes are SEO (Search Engine Optimisation) and PPC (pay-per-click advertising). But what’s the difference? And how should they be deployed for the maximum effect?

At Cash Cow it’s our job to give your website maximum coverage, delivering your products to new consumers, or bringing in new clients who will use your service.


What is SEO?

SEO refers to the process where your website is optimised by the use of high-ranking keywords such that your site will rank higher after Google or Bing search. Ideally optimising your website will result in it appearing on the first page of a web search. This is a valuable way of obtaining internet visibility for your website and therefore driving your business toward it.


What is PPC?

PPC refers to the process where platforms such as Google, Bing, Facebook or Youtube will present tailored adverts to users whilst they use the platform. The type of advert displayed is specifically tailored to this user internet history.

The logic being if that user has a history of searching for beauty salons presenting a PPC advert of local beauty salons will cue them to click through. Some would say the key benefit is advertisers only pay each time a user clicks on the PPC ad. However, PPC ads are not cheap and online marketing platforms are keen to maximise revenue from this strategy, so it can be very costly. However, it does allow companies to place very specific ads directly in front of an audience that is actively interested in their product or service.


Types of PPC Ads

As you can imagine a range of PPC adverts are available. The most common form of PPC ad is the search ad. A user searches a particular keyword through a search platform such as Google or Maps and is presented with a list of results. Next to the results will be the ad for a keyword-relevant business or product.

Another common form of PPC you may be familiar with is social media PPC advertising. Here ads appear on platforms such as Facebook, LinkedIn or X (formerly known as Twitter), they present adverts to the user based on their networks, hobbies or interests. These ads can be considered as more expensive as they target users based on existing demographic data.

Remarketing ads are another very successful PPC strategy. They essentially remind people who have already visited your website to come back and purchase the service or product they were initially searching for. Remarketing ads can be considered relatively cheap compared to other PPC ads as there is lower competition for the ads and they target customers who are already known.
A multitude of other types of PPC adverts are available, Display Ads, Google Shopping Ads, In-stream Ads, Gmail Sponsored Promotions (GSP), Local Services Ads, Amazon PPC Ads etc etc. All are tailored to a specific type of marketing campaign or advertising a specific product or service.

As you can see it’s complex, resource intensive and can be costly if you don’t make the right choices early on. At Cash Cow we are here to help you to maximise your budget so it has the greatest impact.


SEO or PPC or Both?

It is likely that a combination of SEO and PPC will be optimal for your business. With SEO we will optimise your website so it climbs the rankings on the search engines. This will give your business an internet presence longevity. Irrespective of whether you engage with PPC marketing campaigns when a potential customer completes a Google search for a particular keyword your business will be presented on the first page of the search listings.

With PPC advertising we will help you pick specific types that will be optimal for your products, client base or type of marketing strategy you want to deliver. Planning a marketing campaign? have a new product to release? or just want to raise your internet profile. At Cash Cow we will advise you on the specific type of PPC ad which will bring the optimal results.

Remember, Facebook and Google are businesses and their function is to generate revenue for themselves through PPC advertising and this may not coincide with generating revenue for your business. Also you should remember choosing the wrong type of PPC ad that fails to deliver your message to the target audience can be a costly affair. With our expert advice the savings we can make on an average PPC campaign will more than out way the costs. You will save valuable time and money, get better quality leads and critically your Cash Cow marketing campaign will target the people most likely to buy from you, not most likely to click on an ad.

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