SEO vs PPC: What’s the difference?

Over 99% of all searchers click on one of the links in the first SERP.

When it comes to planning a digital marketing strategy, the two most commonly heard terms are SEO (search engine optimisation) and PPC (pay-per-click). Both of them are used to generate several benefits for your business ranging from generating quality leads to driving website traffic and aiding conversions.

Often, brands are confused about which strategy to adopt for their business. While they are both effective, there are subtle nuances that differentiate the two and the benefits they bring. For further clarity be sure to consult a PPC consultant in India.

The first result on a Google SERP has a 28.5% click-through rate. By the time you get to the 10th result, the CTR has fallen to 2.5%.

Here, we take a look at the critical differences between SEO and PPC to help you plan a suitable marketing strategy.

PPC (pay-per-click)

Advertisers are predicted to spend $99.22 billion on search annually by 2024.

PPC isn’t focused on boosting your website ranking. This is because owing to a paid advertisement, your ad will always show up at the top of the page on a relevant search query. This strategy is often useful for new companies that don’t have the resources to compete with established businesses in the industry for organic results.

PPC helps your brand get visibility in front of your target audience instantly. These ads then help get customers to your website and drive traffic. The core benefits of PPC are instant brand visibility through ads at the top of the page, improved advertisement through visuals, and improved targeting of the audience. For maximum results on every ad, reach out to one of the leading PPC advertising companies in India.

However, this is just the first step. Based on the kind of user experience you are able to provide your audience once they click on the ad will ultimately determine your conversion rates. Simply placing a great ad isn’t enough, cultivating the lead well is equally important.

Another important point to remember when it comes to PPC is that it is relatively short-term in nature. Till your budget allows you to place an ad, you will cultivate leads. Based on the kind of industry you are in, certain keywords may be extremely expensive owing to high competition. Additionally, the instant your ad is removed, without a strategic SEO system in place, you may be lost once again in online searches, severely impeding your success.

SEO (search engine optimisation)

This form of marketing is entirely organic and does not include any paid advertisements. The prime focus here is boosting your website ranking through strategically researched keywords in articles and blogs, link building, and website optimisation. Keywords play a crucial role in SEO. By using the right keywords in all content, brands can position themselves as thought leaders in the industry. This helps attract an audience looking for information and ultimately supports a conversion.

This strategy is about developing an informative website and providing a seamless experience to your customers to ultimately establish brand credibility. The major benefits of SEO are boosting ranking, enhancing brand credibility, improving brand visibility, and improving website traffic.

However, this is a slower approach as compared to PPC but with long-term results. Once the SEO strategy is in place, regular upkeep can help generate massive returns in the long run. To better identify which strategy is best suited for you, connect with SEO or PPC management services in India.

SEO or PPC

Before finalising your strategy, it is important to remember that there is no right or wrong choice between the two. The decision will be based entirely on your company goals and objectives, industry dynamics, and customer behaviour. Some companies may find SEO suitable, while new brands may prefer PPC to generate faster traction. Partnering with the top PPC services in Mumbai can offer you a great advantage in instantly getting noticed by your target audience.

A general recommendation is to adopt a combination of the two which may be the most beneficial in furthering your marketing strategy. This way paid ads can help you get quality leads fast while SEO practices can help nurture your leads and convert them into paying customers.