Advantages of PPC:
- Easy start
- Easy to make predictions
- Easy to target particular audience
- Flexible campaign management
- High traffic conversion rate
Disadvantages of PPC:
- High price per click
- Limited target audience
- A necessity for regular investments
Advantages of SEO:
- It costs nothing
- The effect is long-term
- Better audience coverage
Disadvantages of SEO:
- It's time-consuming
- The results are difficult to predict
- No guarantees
SEO and PPC – a combined effort
Advantages of PPC
Easy startPPC is a very useful tool for young start-up companies that have just begun their business activity. All you have to do is register an account, top-up your balance and create two or three PPC campaigns – just a few hours of work before you can welcome the first visitors on your website!
Easy to make predictionsIn any business it's important to be able to estimate additional expenses and forecast the expected income, and PPC is perfect in this respect. After an initial test campaign, a specialist can usually easily and accurately predict the cost per click, the average level of traffic and other similar factors based on the available advertising budget.
Easy to target a particular audienceIt's easy to gain traffic for a specific search, such as for example “cheap flights from Chicago to Miami” from Beverly Hills. Or do you need customers to respond to a search for “international calling cards to Algeria” from Brooklyn? No problem! You can add and remove regions whenever you please, so you only gain exposure to the relevant geographic areas.
Flexible campaign managementIn PPC campaigns, you can “fine-tune” dozens of different parameters, which is a priceless feature in some cases. PPC enables you to quickly reorganize your budget if you discover that a search for, say, “cheap VPS hosting” is more convertible that just “VPS hosting”, plan a day-long “last-minute” tour and be ahead of your competition when a new model of iPad is brought out.
High traffic conversion rateAccording to information acquired by Enquisite, PPC traffic is twice as convertible as organic traffic. The main reasons for this are:
- Firstly, you can fine-tune PPC campaigns, setting keywords, targeting the correct audience etc (outlined above);
- Secondly, you can test different landing pages and adjust accordingly. It's true that organic traffic can achieve similar results, but this is much more complicated, since the incoming audience is too diverse and unpredictable.
Disadvantages of PPC
High price per clickThis is the only real disadvantage of the PPC method. If it costs you $1 to attract each visitor and you only earn $1.1 in return, then laziness is the only reasons for using this method, according to one of the leading SEOs, Rand Fishkin.
Limited target audienceRecent research has shown that a large proportion of Internet users don't click on advertising links at all (the author of this article is one of them). Thus, this method will only attract the attention of around 25% of all users.
A necessity for regular investmentsThis one is obvious: if you have the money, you have the visitors. As soon as the money runs out, the site loses traffic.
Advantages of SEO
It costs nothing
The effect is long-term
Better audience coverage
Disadvantages of SEO
It takes at least several weeks, if not months, for this method to take effect. SEO companies will normally ask you to wait for two to three months before reviewing the results of their work.