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SEO vs. PPC: Which option is best for your business?

Many business owners face problems on how to get their products in front of potential customers. The solution to this most often boils down to two marketing strategies: pay-per-click (PPC) campaigns or search engine optimization (SEO). This article will help determine which approach is best for your business. Let’s dive in.

PPC campaigns

Pay-per-click (PPC), is a form of search engine marketing where a publisher such as Google or Facebook is paid by an advertiser every time someone clicks on the ad. This allows businesses to pay only when potential customers engage with the ads.

The pros are many. First off, it offers quick results in a few hours. PPC campaigns make your website appear first on search engines, as a result, your ads appear above organic rankings, making your audience notice you first. Another great thing is that it lets you choose who you specifically want to target with your ads.

The cons of PPC campaigns include cost, as these ads are expensive. Since you have to pay for every clickable link, once the budget ends so does your traffic. ay-per-click ads have limited control over you because of rules set up by ad platforms. This can result in similarities between competitors, making your ad pass over quickly.

Search engine optimization

SEO is the process of making your website more visible, rank, and gaining organic traffic from search engines. It increases the chances of your audience finding you on search engines when they look for a keyword associated with your products or service.

The advantages of search engine optimization are several. It is cheaper in the long run and organic traffic is cost-effective. With SEO, you can target audiences in different stages of the sales funnel. Also, you can create various types of content that meet the audience exactly at the point they are at. Another pro of SEO is that there is no off-and-on switch. Once you rank on search engines, you will continue to have traffic as long as you keep optimizing the pages.

SEO has several cons as well. One of them is the constant changes in search engine algorithms. Another is the regular website optimization of the content for the pages to keep up the rank. You’ll need to remove old or expired links and refresh articles. SEO doesn’t qualify for immediate results, you’ll have to be patient especially if your website is new.

So which is a better fit for your business? Much of it depends on your goal, budget, and timeline. Both of these options require high expertise from a professional who knows all the dos and don’ts. Take your time to evaluate these options and contact a digital marketing agency such as Ibis Studio for professional help.

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