With over 3.5 billion searches on the internet, the battle for grabbing consumer’s attention on these search engines has never been more intense. On the other hand, the only way to actually succeed in getting enough traffic is by getting ranked on one of these top search engines. In addition, once your page gets indexed, your ultimate goal should be to get it in the top ten positions.

In order to actually reach the top ten, you can try two B2C and B2B digital marketing techniques.

  1. Pay-per-click (PPC) advertising
  2. Search engine optimization (SEO)

While both these techniques are great at boosting your traffic, they are used in different ways. So how can you be sure which of these two techniques is worth your investment? Should you make a choice, or merely use both? Read on for the answers to these questions.

Search Engine Optimization (SEO) vs PPC Ads

Both these techniques are entirely different from each other when you look at them side by side. Take a look at each to understand which one is better for your B2C or International B2B marketplace.

What is PPC?

In order to run a PPC ad, a digital marketer has to place a bid for specific keywords. Once that is done, the ads will show up above or below the organic results of the keywords you’ve chosen. Every time a user clicks your ad, you’ll be charged the bid you’ve made. However, the highest bid will eventually show up at the top. Therefore, if you want your ads to show up at the top, make a good bid.

PPC is an excellent way to generate traffic on your site, boost your conversions and test which keywords generate more quality leads for your business. You should know that Google has a habit of throwing a curve ball every once in a while which can hurt your organic rank. However, when it comes to PPC ads, your pages will remain on the top for as long as you are willing to pay.

Pros of Using PPC

  • Rapid Results

For people who are looking for fast results, then PPC is an excellent option for you. As soon as the ad goes live once Google gives you the green signal, traffic will start entering. However, your ad copy and choice of keywords are crucial elements here.

  • Targeted

Unlike other digital marketing techniques, you don’t have to worry about receiving traffic that is irrelevant. The keywords and demographics you will select will ensure that only your target audience will see your ad and click-through.

  • Measurable

PPC campaigns are run to measure the effectiveness and response of your products or brand. You can quickly determine your ROI from the advertisement with the help of the Google Ads platform.

Cons of Using PPC

  • Visits and Clicks Don’t Always Lead to Sale

If you think every user who clicks through will buy something from you, then that’s not at all true. Many people will just click and leave without taking any action.

  • Costs Add Up Quickly

If you are on a limited or tight budget, let me tell you that this marketing technique can wash away a significant chunk of your funds in no time. In order to keep things in place, you have to monitor your ROI from the ad and the effectiveness it has. It should be immediately stopped if it’s not generating the required numbers.

  • Skills Require

PPC marketers are usually certified and trained. If you are planning on initiating your first campaign with zero experience, you’ll only waste your money. You should either spend time taking a course on PPC or hire a professional. – Either way, you’ll witness a rise in your expenditure

What is SEO?

Search engine optimization (SEO) is a digital marketing technique used to make a website achieve high rankings for the given keywords organically on search engine results page (SERP). Though this strategy is time-consuming, you don’t have to worry about the cost as you can effectively and affordably use SEO marketing techniques. Remember, once you’ve got the hold on one of the top ten ranks, you’ll experience business growth regarding both leads and traffic. ¬– Patience is necessary!

However, SEO is a pretty broad marketing technique as many things have to be kept in mind. For example, with tech development at its peak, new algorithms are being introduced every now and then. In addition, thanks to AI technology and voice search, you have to make sure the content available on your site is SEO friendly. Or else, you may never end up anywhere close to reaching the top.

Pros of Using SEO

  • Saves You Money

Unlike PPC ads, SEO is almost free! If you know how to optimize all your webpages, use the right keywords and share on different platforms, you’re good to go. However, remember to balance both your on-page and off-page techniques for the best results.

  • Greater Web Presence

Once you get ranked with the help of SEO tricks, you’ll definitely have a significant online presence. That means, your audience will start visiting your site through search engines like Google, Baidu and Bing. Organic and relevant traffic is great for business.

  • More Organic Traffic

Once you see your organic numbers increase on Google Analytics, consider yourself a winner. Organic traffic means that someone who searched for one of your keywords found you through top search engines. Such traffic is relevant,and with them, there is always a chance for conversion.

Cons of Using SEO

  • No Guarantee

Although there are thousands of articles available online that prove the importance and effectiveness of SEO, there isn’t a guarantee that it’ll work. Therefore, always have a backup plan.

  • Top Positions Aren’t Free

You spend days and weeks just to get your keyword ranked. What do you see when you search for it? A PPC ad. Heartbreaking, isn’t it? Well, it’s true as PPC ads are always shown above and below the organically ranked pages.

  • Ranking Lost Due to Competition

You got one of your top blogs ranked at 1st place, great! However, it won’t stay that way forever. Due to high competition, SEO experts will always try to snatch that position from you. Other than that, if you don’t update the blog, it will eventually get old and will also lose its credibility to be ranked at the top.

SEO vs PPC: The Verdict

As a B2C and B2B digital marketing expert, I have seen how both SEO and PPC can turn the tables in your favor. However, due to the fact that both of them, have their pros and cons, it’s better to go with a diversified approach. That means, your business should consider investing in both strategies to maintain a balance. That way, you’ll always be ahead of your competition as you can target a broader market. If you are still thinking about whether to choose SEO or PPC, then mark my words you’ll eventually feel the need for the other one if you go with a single technique.

About the author

Beatrice McGraw

Beatrice McGraw is a digital marketing expert who works for ExportHub. She just loves to share her knowledge with the world in the form of blogs, videos and various other types of content. In her free time, she is an active gamer and a techwiz who adores researching innovative solutions that emerge in the digital world. Follow her on Twitter here: @McgrawBeatrice.

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