SEO and PPC are two of the main prongs of digital marketing that account for the bulk of most strategies, for most businesses.
This short post will break down what they are from a high-level and then compare and contrast their relative advantages and disadvantages.
SEO (Search Engine Optimization)
SEO stands for search engine optimization and broadly is a collection of practices that in sum will improve a website’s organic search engine rankings.
There are over 200 ranking factors – things that can be adjusted to improve visibility – which are lumped into 4 main categories: on-site factors, off-site factors, technical SEO, and content.
When SEO is done correctly, a website will gain greater organic visibility, better client engagement, and higher traffic and sales.
Advantages and Limitations of SEO
SEO is the most effective long-term digital marketing strategy which results in the highest average close and conversion rates along with the highest ROI.
It is also the case that the results in SEO build over time. The work you put in during year one of efforts generally produces the best results one to three years later.
SEO is also an accessible digital marketing strategy for any eCommerce business, as there are no restrictions on organic marketing.
The tradeoff is the effort involved, as well as the length of time it takes to generate results. There is no way to fast-track SEO results, and it usually takes more than a year to see real results.
It is also highly-intensive, and takes a great deal of resources and time to do the research and actually implement the changes.
PPC (Pay-Per-Click)
PPC stands for pay-per-click, and is a form of “paying to play.” In an eCommerce PPC campaign, you bid on target keywords to have your ads display in any of a variety of places.
PPC ads can appear in the search results, in which case they typically appear at the top or bottom of the page, but PPC ads can also manifest as shopping ads, or be displayed in apps or videos.
PPC, like SEO, can improve a website’s engagement metrics and is intended to drive higher traffic, engagement and sales.
Advantages and Limitations of PPC
Among the best advantages of PPC is that PPC ad campaigns can be launched immediately and will start producing results right away if the campaign is managed properly.
You can also very closely target your audiences through PPC channels, not just with respect to who they are, but with respect to their behavior.
With negative targeting, you can eliminate queries on which you don’t want to focus; you can also very closely control where your budget is allocated, making a good PPC online advertising campaign highly data-driven.
This means that PPC is one of the most effective channels for driving targeted traffic and closing leads in the short term.
There are however a few serious limitations of PPC. One is that PPC has numerous restricted industries that are not allowed to participate.
Another is that you aren’t building anything long term with PPC. Once you end a campaign, traffic will drop off immediately.
Lastly, as competition increases, the cost of running a profitable campaign will also increase, as competitors bid on the same keywords that you target.
Working with an Expert for eCommerce PPC Management or SEO Services
Because of the time and effort involved, many eCommerce entrepreneurs choose to work with eCommerce PPC management or SEO experts. While the management fees associated with these projects can be higher, the campaign strategy also often ensures that budget is allocated to the most effective places, with a focus on generating the highest overall return on investment. In some cases, hiring an eCommerce PPC management provider or SEO expert can return much better results than would arise through in-house initiatives.
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