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Posted by: Em Rohrer 4 years ago

Woman looking confused as she considers whether to use SEO or PPC ads

A common question for businesses considering marketing is whether to focus on search engine optimization (SEO) or use pay per click ads (PPC ads). For most businesses a combination of the two is the most effective way to get positive results from your marketing efforts.

In this blog post we’re going to explore the differences between SEO and paid ads and share best practices for each, as well as insight into how to use both to grow your business.

What Is SEO And What Are PPC Ads?

PPC ads refer to the type of online ads where you pay a small amount every time someone clicks on your ad. The type of PPC ad we’re going to talk about in this blog post are Google Ads.

Google Ads appear above organic search results on the search results page and are marked by a small “Ad” designation next to them.

SEO can help improve your ranking in Google Search results by making your website more relevant to people searching for the products and services you provide. 

Search listings are free and no business can pay for a better search engine ranking. These listings will usually be displayed below the map in Google Search results.

Improving Your Organic Web Traffic Using SEO

The best way to improve your online visibility and boost your website traffic organically is by using SEO best practices. As long as you can rank highly in Google search results, you will be able to generate consistent traffic to your website.

Review Your Website’s Content

Google is looking for websites that are credible and provide valuable information to its users. One of the best ways to do this is to review your current website to see if your current content is clear, descriptive, and helpful. Your website should explain your company and the solutions you provide in simple terms that are easy to understand.

Identify Your Ideal Keywords

Think of keywords as the search terms people type into Google to find your business. You can use online tools to identify the best keywords for your website like Google AdWords Keyword Planner, Google Correlate, and Ubersuggest.

Once you have the keyword list for your business, start integrating them into your website’s content.

Cultivate Outside Links

If you have other credible websites link back to yours, it can improve your placement in organic search results. This could mean reaching out to bloggers to ask them to review your services, asking customers to leave you a review, or cultivating relationships with other local businesses.

SEO is a long-term marketing strategy that is vital to improving the online visibility of your business. Getting to the top of search engine results will take time, which is why many businesses choose to also use PPC ads to “cut in line”.

Improve Your Visibility Using PPC Ads

PPC ads can typically deliver an immediate result. If your ad is created well and is targeting the right keywords, it will immediately be displayed to people actively searching for the products and services your company provides.

Since PPC ads are displayed above the map results and organic search results, as much as 46% of search traffic can go to the top 3 sponsored ad links. Not only that, but PPC ads can increase your brand awareness by 80%!

If you are in a competitive market and concerned about your competitors ranking higher than you in organic search results, PPC ads can help you stay competitive and stand out from the crowd.

Which Is Better For Your Business?

Ultimately, it’s up to you which option is best for your business, but it’s worth considering that both SEO and PPC ads can help in different ways.

Every business is unique, but there are best practices for both SEO and PPC Ads that can benefit most businesses. At 1Eighty Digital we usually recommend beginning with SEO and building the type of website that will support a Google Ad campaign.

A clear digital marketing plan with long-term and short-term goals are the best way to make a decision about choosing SEO or PPC Ads or a combination of the two.

Get personalized insights for your business and recommendations by contacting us today!

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