Wednesday, October 9, 2019

PPC For Manufacturing: What Is Paid Search? - ThomasNet News

PPC For Manufacturing: What Is Paid Search? - ThomasNet News


PPC For Manufacturing: What Is Paid Search? - ThomasNet News

Posted: 09 Oct 2019 11:05 AM PDT

PPC (Pay-Per-Click advertising) is an amazing tool for reaching customers online. It acts as a pull marketing technique that brings customers to you based on their searches and it's a win-win when executed properly. Through PPC, advertisers pay only when a user clicks on their ad; these clicks increase site traffic and, ultimately, also increase the chances of converting these leads into buyers. Unlike outbound marketing, which involves pushing your message out to potential customers, PPC is inherently inbound, since it brings potential customers in.

However, there are a lot of misconceptions about what PPC is, and maybe more importantly, what PPC isn't. Let's clear some faulty understandings that should be helpful when before beginning your first PPC campaign.

startup business, software developer working on desktop computer at modern office
Paid Search Is Quick To Start

Unlike a number of other traffic sources, paid search can be a comparatively quick way to substantially increase the amount of targeted, high quality traffic visiting your site. Depending on your industry and target audience, it may take months before SEO or content initiatives begin driving traffic volume and leads at a level that will move the needle for you. In contrast, PPC allows you to build campaigns in relatively short order that can drive as much traffic as you're willing to pay for. It can be a fantastic way to quickly introduce your products and services to a large new audience.

Paid Search Is Not Quick to Get Right

Though it may be quick to get started, the work of optimizing your paid search campaigns and maximizing your return is anything but quick and easy. Achieving great success requires detailed data analysis and a long term commitment to a test-and-learn mentality. There are steps you can take to get PPC started on the right foot but maximizing success takes devotion and know-how. Because there are a lot of variables to your campaigns, don't expect complete success and huge ROI right out of the gate.

Related Info: Inbound Marketing and ROI

PPC allows you to start with a small campaign and later scale it up or down based on your results and company needs. For example, you can decide which keywords and placements you want to target and how restrictive they should be, allowing you to better determine who you target and how. PPC also gives you great financial control over your marketing strategy, allowing you to set daily budgets to determine how much you want to spend.

SEO Vs. PPC

Also unlike traditional marketing, changes can be made quickly and on an as-needed basis throughout the course of a PPC campaign, meaning you can tailor your messaging at any time to improve your reach. New tests can also be run at any time to gauge ad efficacy and optimize your campaign to reach more qualified buyers.

PPC Is Measurable

One of the most attractive parts of PPC is the level of detail and granularity you'll get in terms of reporting. Directing PPC traffic to dedicated landing pages allows you to precisely measure customers' rates of interaction — from initial click all the way to final purchase. Using tools like Google Analytics, you can check most key performance indicators (KPIs) to quickly and easily gauge how well your advertising is performing and make your campaigns more effective. This maximizes your dollars — and your time. You won't face the black box of "search term not provided" the way you will with organic search. You can track exactly how many times your ad is seen, the number of clicks each keyword is generating, how much you pay per click, your click through rate, average ad position, conversion rate, cost per conversion, and much more. (Click here to brush up on your industrial marketing terms!)

This level of detail almost makes you feel spoiled as a marketer. You have all the tools necessary to calculate the return on your investment. While other inbound marketing campaigns may take time to gain traction, PPC starts working as soon as you put the ad onto the ad server. 

New call-to-action

Paid Search Allows You To Reach Customers Where And When They Need You 

One of the greatest challenges for businesses of any kind is figuring out how to reach their target audiences. With traditional outbound marketing techniques, such as TV commercials and billboards, advertisers send out their messaging to a broad audience hoping to find interested potential buyers. With PPC, however, advertisements only appear when users search online for a specific product or service; in this way, the ads only target people who are already interested in what you're offering. Using PPC ads strategically allows you to target consumers at specific stages of the buying cycle, when they're already exploring options and ready to buy.

More Examples: Display Ads vs. Social Ads. vs Search Ads

Paid Search Is Competitive

However, all that data leads you to the inevitable conclusion that it isn't a cheap advertising channel. Paid search is not a new avenue for customer acquisition and many of your competitors have undoubtedly discovered that there is a lot of value to be found in paid search. That makes it competitive.

Because PPC is essentially a live auction for advertising space, cost per click for a keyword is market driven. That means that the cost per click in a given category will rise until it reaches the point that it's difficult to be successful. Achieving ongoing success requires excellent execution at all points in the process, including precise targeting, compelling copy, and product or service quality levels that drive repeat business. Make sure the content you're producing is high quality — everything has to be aligned.

Does_Your_Content_Pass_The_Quality_Test

PPC Campaigns May Still Experience Bots

Though PPC has many advantages, it can also attract bot traffic to your site, in which specialized computer software, or bots, scan the web and generate "fake" reactions to your ads — whether in the form of clicks or impressions. These actions can seriously skew performance results and bust budgets, as they trick companies into paying for fake ad clicks. In fact, ad fraud costs businesses more than $16 billion a year.

While advertising companies and platforms are working to filter out as much non-human online traffic as possible, these efforts are still years (at least) away from being successful, and even then, they won't be able to filter out all bot traffic.

Thus, complementing your PPC efforts with other strategies is essential. For example, Thomasnet.com verifies all traffic on its platform, so a listing on the platform ensures that your business will be in front of only real, verified B2B buyers and engineers. 

Paid Search Requires Strategy 

Paid search is a great opportunity to make first contact with potential customers who might otherwise have never considered your company. A huge portion of the market begins their search for products and services by going to a search engine. Many of those folks will investigate the companies they find in the sponsored listings of the search results. PPC is too important, effective, and measurable to be ignored as a customer acquisition channel. But devoting all your energy and budget toward solely paid marketing is a plan destined to fail. 


While PPC is a key strategic element of a complete marketing plan, it is merely a piece of the puzzle for an effective lead generation inbound marketing strategy

Learn More About Inbound Marketing 


That means a simple and attractive website with clear calls to action, content and resources that educate the buyer as they research, lead nurturing that keeps users engaged, a social media presence that empowers existing customers to recommend you to prospects, and a buttoned up sales process to close the deal. You still need content marketing and insightful offers to support your PPC campaigns — otherwise what's the value to your customers? Download our eBook to learn more about how these element tie into the stages of the industrial buying process.

New Call-to-action

Did you find this useful?

Next Story »

Possible Google Search Ranking Algorithm Update On October 3rd - Search Engine Roundtable

Posted: 03 Oct 2019 06:10 AM PDT

I am seeing some early signs of a possible Google search ranking algorithm update kicking off today, October 3, 2019.

There is some early chatter in the SEO forums, including WebmasterWorld and some on social media. Some of the tools are showing some fluctuations as well today, where some others have not updated yet.

Here is some of the chatter across two different threads at WebmasterWorld, keep in mind, it is really early:

Yeap. the Sensor of Semrush goes up again and mostly categories of Arts, News and Sports seem to affected

Took a major position hit overnite, so yes, this update is still rolling over us all. This should do it for me. It was a great 20 years. Good luck to all.

10-03-2019: more big changes. Content farms are rising again to their pre update positions. If you offer something for free to get ad revenue, it will survive. If you're selling a product or service, you will not...at least in my vertical. My zero traffic now goes on for many hours, time to throw in the towel.

Here is what some of the tracking tools are showing at the time I post this:

SERP Metrics:

click for full size

Accuranker:

click for full size

RankRanger:

click for full size

Cognitive SEO:

click for full size

SEMRush:

click for full size

The others were not updated for October 3rd yet, I don't think, but it is still early on and it may be a small blip or turn into something bigger.

Forum discussion at WebmasterWorld.

Update: The tools are now showing more change but the chatter isn't that much in general:

Mozcast now showing hot weather:

click for full size

SERPMetrics keeps going up:

click for full size

Algoroo showing something:

click for full size

Advanced Web Rankings:

click for full size

Accuranker:

click for full size

RankRanger:

click for full size

Cognitive SEO:

click for full size

SEMRush:

click for full size

Comparing SEO to PPC - Practical Ecommerce

Posted: 03 May 2019 12:00 AM PDT

The shared goal of search engine optimization and pay-per-click advertising is to drive consumers to a website. But you can't expect the immediate results in SEO that paid search often produces. And approaching PPC with an SEO orientation misses opportunities.

The shared goal of search engine optimization and pay-per-click advertising is to drive consumers to a website. But you can't expect the immediate results in SEO that paid search often produces. And approaching PPC with an SEO orientation misses opportunities.

Search engine optimization is different than pay-per-click advertising. While they share the goal of driving searchers to a website, you can't expect the immediate results in SEO that paid search often produces. Likewise, approaching PPC with an SEO orientation misses opportunities.

The Right to Rank

With SEO, you earn the right to rank in search results. You pay for that right in PPC.

Content relevance is critical in SEO. There's very little chance that you could rank on page one for any term that wasn't relevant to the content on your site. No site has the right to rank, no matter how big the brand or how much it spends on content.

Organic rankings are largely based on searchers' intent. For example, an ecommerce site is less likely to rank for an informational phrase, such as "how to polish boots." The sites that rank for that phrase are military and fashion blogs, or instructional.

Google has determined, in 20 years of analyzing data, that searchers have expectations based on the keywords they use. When an organic listing doesn't meet that need, searchers are more likely to bounce back to choose another result. In turn, that contributes less satisfaction with search results overall (and the search engine).

In paid search, lower relevance impacts your Quality Score — Google's measurement of page quality and the relevance between your ads and your content — which impacts the cost per click. But if you're willing to increase the bid, you can still rank in paid search when the content couldn't rank in organic search.

Links

Beyond relevance, the authority conveyed upon a site by the links from others still plays a central role in organic search algorithms. If your site lacks the quality and quantity of links required to outrank the competition for a search phrase, then it's less likely that it will rank.

Linkless landing pages, on the other hand, typically perform well in paid search — landing pages are the preferred approach when specific messages might not be appropriate for the broader site audience.

Internal links are important as well for SEO, but not for PPC. The hierarchy of your site's internal linking and navigation demonstrates to search engines which pages are more valuable. More link authority flows to pages that are linked from the home page or the header and footer navigation, giving them a stronger chance to rank and drive revenue.

Conversely, landing pages could be orphaned from the rest of the site and still perform well in PPC.

Appearance of Listings

Organic search results are shrinking. This is better for advertisers, but not for SEO. Ads on Google search results rank first and last on the page, and sometimes to the right of organic results. Even the content in position zero — Google's featured organic "answer box" snippets — is often pushed down the page.

Those same answer boxes can produce less site traffic, however, as searchers are less likely to click when they can read the answer on the results page. So, while you can capture many more eyeballs in a featured snippet, that's traffic that in years past would have gone to your site. Ads are not eligible for featured snippet placement.

Organic search results are shrinking.

Another oddity of organic search is Google's inconsistent use of structured data. We can use, say, Schema.org markup, but there's no way to guarantee that Google will apply it for the more visible featured snippets and rich snippets, such as reviews stars, photos, and pricing.

The content that displays in organic search results listing is typically based on that page's title tag and meta description — unless the search engine decides that other words from the page would be more relevant to the searcher's query.

But with PPC ads, when you specify copy, that's the wording that will show.

Costs

PPC ads are trackable by keyword — from impressions to clicks to revenue. You can easily determine which keywords drive the most value.

That's not the case with SEO. Google no longer reveals the connection between keyword and conversion, thanks to secure search.

Organic search marketers can see Google and Bing traffic data by keyword in Google Search Console or Bing Webmaster Tools, but not in an analytics package. Yes, there's a report for organic keywords in Google Analytics but the "not provided" row accounts for 75 to 95 percent of the data. What remains is not suitable for decisionmaking, in my experience.

Analytics platforms assume all traffic from search engines is organic, so you don't have to tag pages for SEO tracking. PPC traffic must be tagged to track it — by group, campaign, and other characteristics. Segmenting search traffic can be helpful, but the placement of tags is prone to human error and can result in data loss.

SEO practitioners make recommendations but often rely on others — developers, designers, copywriters, operations staff — to implement. PPC staff, on the other hand, can execute much of the work themselves. They typically need assistance with landing pages and tracking elements, but they can entirely manage campaign structure and bidding. Thus PPC ads are often faster to launch than SEO.

Thus PPC ads are often faster to launch than SEO.

The cost associated with paid search is the final and most obvious difference. SEO is not free as some imagine it. It takes significant ongoing investments to analyze and implement content, structure, and other optimizations.

Paid search expense is more upfront: paying to bid on keywords and set up the campaigns. But PPC ads can benefit from the assistance of a Google or Bing employee that you don't have to pay for, assuming you spend enough.

Which Is Better?

With SEO you do not control whether your page will display in search results or what that listing will look like. But the benefits last longer. With PPC, you have more control over the appearance and timing of the ad, but you have to pay it.

Using SEO and PPC simultaneously can maximize visibility in search results. That's why many businesses do both.

PPC For Manufacturing: What Is Paid Search? - ThomasNet News


PPC For Manufacturing: What Is Paid Search? - ThomasNet News

Posted: 09 Oct 2019 11:05 AM PDT

PPC (Pay-Per-Click advertising) is an amazing tool for reaching customers online. It acts as a pull marketing technique that brings customers to you based on their searches and it's a win-win when executed properly. Through PPC, advertisers pay only when a user clicks on their ad; these clicks increase site traffic and, ultimately, also increase the chances of converting these leads into buyers. Unlike outbound marketing, which involves pushing your message out to potential customers, PPC is inherently inbound, since it brings potential customers in.

However, there are a lot of misconceptions about what PPC is, and maybe more importantly, what PPC isn't. Let's clear some faulty understandings that should be helpful when before beginning your first PPC campaign.

startup business, software developer working on desktop computer at modern office
Paid Search Is Quick To Start

Unlike a number of other traffic sources, paid search can be a comparatively quick way to substantially increase the amount of targeted, high quality traffic visiting your site. Depending on your industry and target audience, it may take months before SEO or content initiatives begin driving traffic volume and leads at a level that will move the needle for you. In contrast, PPC allows you to build campaigns in relatively short order that can drive as much traffic as you're willing to pay for. It can be a fantastic way to quickly introduce your products and services to a large new audience.

Paid Search Is Not Quick to Get Right

Though it may be quick to get started, the work of optimizing your paid search campaigns and maximizing your return is anything but quick and easy. Achieving great success requires detailed data analysis and a long term commitment to a test-and-learn mentality. There are steps you can take to get PPC started on the right foot but maximizing success takes devotion and know-how. Because there are a lot of variables to your campaigns, don't expect complete success and huge ROI right out of the gate.

Related Info: Inbound Marketing and ROI

PPC allows you to start with a small campaign and later scale it up or down based on your results and company needs. For example, you can decide which keywords and placements you want to target and how restrictive they should be, allowing you to better determine who you target and how. PPC also gives you great financial control over your marketing strategy, allowing you to set daily budgets to determine how much you want to spend.

SEO Vs. PPC

Also unlike traditional marketing, changes can be made quickly and on an as-needed basis throughout the course of a PPC campaign, meaning you can tailor your messaging at any time to improve your reach. New tests can also be run at any time to gauge ad efficacy and optimize your campaign to reach more qualified buyers.

PPC Is Measurable

One of the most attractive parts of PPC is the level of detail and granularity you'll get in terms of reporting. Directing PPC traffic to dedicated landing pages allows you to precisely measure customers' rates of interaction — from initial click all the way to final purchase. Using tools like Google Analytics, you can check most key performance indicators (KPIs) to quickly and easily gauge how well your advertising is performing and make your campaigns more effective. This maximizes your dollars — and your time. You won't face the black box of "search term not provided" the way you will with organic search. You can track exactly how many times your ad is seen, the number of clicks each keyword is generating, how much you pay per click, your click through rate, average ad position, conversion rate, cost per conversion, and much more. (Click here to brush up on your industrial marketing terms!)

This level of detail almost makes you feel spoiled as a marketer. You have all the tools necessary to calculate the return on your investment. While other inbound marketing campaigns may take time to gain traction, PPC starts working as soon as you put the ad onto the ad server. 

New call-to-action

Paid Search Allows You To Reach Customers Where And When They Need You 

One of the greatest challenges for businesses of any kind is figuring out how to reach their target audiences. With traditional outbound marketing techniques, such as TV commercials and billboards, advertisers send out their messaging to a broad audience hoping to find interested potential buyers. With PPC, however, advertisements only appear when users search online for a specific product or service; in this way, the ads only target people who are already interested in what you're offering. Using PPC ads strategically allows you to target consumers at specific stages of the buying cycle, when they're already exploring options and ready to buy.

More Examples: Display Ads vs. Social Ads. vs Search Ads

Paid Search Is Competitive

However, all that data leads you to the inevitable conclusion that it isn't a cheap advertising channel. Paid search is not a new avenue for customer acquisition and many of your competitors have undoubtedly discovered that there is a lot of value to be found in paid search. That makes it competitive.

Because PPC is essentially a live auction for advertising space, cost per click for a keyword is market driven. That means that the cost per click in a given category will rise until it reaches the point that it's difficult to be successful. Achieving ongoing success requires excellent execution at all points in the process, including precise targeting, compelling copy, and product or service quality levels that drive repeat business. Make sure the content you're producing is high quality — everything has to be aligned.

Does_Your_Content_Pass_The_Quality_Test

PPC Campaigns May Still Experience Bots

Though PPC has many advantages, it can also attract bot traffic to your site, in which specialized computer software, or bots, scan the web and generate "fake" reactions to your ads — whether in the form of clicks or impressions. These actions can seriously skew performance results and bust budgets, as they trick companies into paying for fake ad clicks. In fact, ad fraud costs businesses more than $16 billion a year.

While advertising companies and platforms are working to filter out as much non-human online traffic as possible, these efforts are still years (at least) away from being successful, and even then, they won't be able to filter out all bot traffic.

Thus, complementing your PPC efforts with other strategies is essential. For example, Thomasnet.com verifies all traffic on its platform, so a listing on the platform ensures that your business will be in front of only real, verified B2B buyers and engineers. 

Paid Search Requires Strategy 

Paid search is a great opportunity to make first contact with potential customers who might otherwise have never considered your company. A huge portion of the market begins their search for products and services by going to a search engine. Many of those folks will investigate the companies they find in the sponsored listings of the search results. PPC is too important, effective, and measurable to be ignored as a customer acquisition channel. But devoting all your energy and budget toward solely paid marketing is a plan destined to fail. 


While PPC is a key strategic element of a complete marketing plan, it is merely a piece of the puzzle for an effective lead generation inbound marketing strategy

Learn More About Inbound Marketing 


That means a simple and attractive website with clear calls to action, content and resources that educate the buyer as they research, lead nurturing that keeps users engaged, a social media presence that empowers existing customers to recommend you to prospects, and a buttoned up sales process to close the deal. You still need content marketing and insightful offers to support your PPC campaigns — otherwise what's the value to your customers? Download our eBook to learn more about how these element tie into the stages of the industrial buying process.

New Call-to-action

Did you find this useful?

Next Story »

Possible Google Search Ranking Algorithm Update On October 3rd - Search Engine Roundtable

Posted: 03 Oct 2019 06:10 AM PDT

I am seeing some early signs of a possible Google search ranking algorithm update kicking off today, October 3, 2019.

There is some early chatter in the SEO forums, including WebmasterWorld and some on social media. Some of the tools are showing some fluctuations as well today, where some others have not updated yet.

Here is some of the chatter across two different threads at WebmasterWorld, keep in mind, it is really early:

Yeap. the Sensor of Semrush goes up again and mostly categories of Arts, News and Sports seem to affected

Took a major position hit overnite, so yes, this update is still rolling over us all. This should do it for me. It was a great 20 years. Good luck to all.

10-03-2019: more big changes. Content farms are rising again to their pre update positions. If you offer something for free to get ad revenue, it will survive. If you're selling a product or service, you will not...at least in my vertical. My zero traffic now goes on for many hours, time to throw in the towel.

Here is what some of the tracking tools are showing at the time I post this:

SERP Metrics:

click for full size

Accuranker:

click for full size

RankRanger:

click for full size

Cognitive SEO:

click for full size

SEMRush:

click for full size

The others were not updated for October 3rd yet, I don't think, but it is still early on and it may be a small blip or turn into something bigger.

Forum discussion at WebmasterWorld.

Update: The tools are now showing more change but the chatter isn't that much in general:

Mozcast now showing hot weather:

click for full size

SERPMetrics keeps going up:

click for full size

Algoroo showing something:

click for full size

Advanced Web Rankings:

click for full size

Accuranker:

click for full size

RankRanger:

click for full size

Cognitive SEO:

click for full size

SEMRush:

click for full size

Comparing SEO to PPC - Practical Ecommerce

Posted: 03 May 2019 12:00 AM PDT

The shared goal of search engine optimization and pay-per-click advertising is to drive consumers to a website. But you can't expect the immediate results in SEO that paid search often produces. And approaching PPC with an SEO orientation misses opportunities.

The shared goal of search engine optimization and pay-per-click advertising is to drive consumers to a website. But you can't expect the immediate results in SEO that paid search often produces. And approaching PPC with an SEO orientation misses opportunities.

Search engine optimization is different than pay-per-click advertising. While they share the goal of driving searchers to a website, you can't expect the immediate results in SEO that paid search often produces. Likewise, approaching PPC with an SEO orientation misses opportunities.

The Right to Rank

With SEO, you earn the right to rank in search results. You pay for that right in PPC.

Content relevance is critical in SEO. There's very little chance that you could rank on page one for any term that wasn't relevant to the content on your site. No site has the right to rank, no matter how big the brand or how much it spends on content.

Organic rankings are largely based on searchers' intent. For example, an ecommerce site is less likely to rank for an informational phrase, such as "how to polish boots." The sites that rank for that phrase are military and fashion blogs, or instructional.

Google has determined, in 20 years of analyzing data, that searchers have expectations based on the keywords they use. When an organic listing doesn't meet that need, searchers are more likely to bounce back to choose another result. In turn, that contributes less satisfaction with search results overall (and the search engine).

In paid search, lower relevance impacts your Quality Score — Google's measurement of page quality and the relevance between your ads and your content — which impacts the cost per click. But if you're willing to increase the bid, you can still rank in paid search when the content couldn't rank in organic search.

Links

Beyond relevance, the authority conveyed upon a site by the links from others still plays a central role in organic search algorithms. If your site lacks the quality and quantity of links required to outrank the competition for a search phrase, then it's less likely that it will rank.

Linkless landing pages, on the other hand, typically perform well in paid search — landing pages are the preferred approach when specific messages might not be appropriate for the broader site audience.

Internal links are important as well for SEO, but not for PPC. The hierarchy of your site's internal linking and navigation demonstrates to search engines which pages are more valuable. More link authority flows to pages that are linked from the home page or the header and footer navigation, giving them a stronger chance to rank and drive revenue.

Conversely, landing pages could be orphaned from the rest of the site and still perform well in PPC.

Appearance of Listings

Organic search results are shrinking. This is better for advertisers, but not for SEO. Ads on Google search results rank first and last on the page, and sometimes to the right of organic results. Even the content in position zero — Google's featured organic "answer box" snippets — is often pushed down the page.

Those same answer boxes can produce less site traffic, however, as searchers are less likely to click when they can read the answer on the results page. So, while you can capture many more eyeballs in a featured snippet, that's traffic that in years past would have gone to your site. Ads are not eligible for featured snippet placement.

Organic search results are shrinking.

Another oddity of organic search is Google's inconsistent use of structured data. We can use, say, Schema.org markup, but there's no way to guarantee that Google will apply it for the more visible featured snippets and rich snippets, such as reviews stars, photos, and pricing.

The content that displays in organic search results listing is typically based on that page's title tag and meta description — unless the search engine decides that other words from the page would be more relevant to the searcher's query.

But with PPC ads, when you specify copy, that's the wording that will show.

Costs

PPC ads are trackable by keyword — from impressions to clicks to revenue. You can easily determine which keywords drive the most value.

That's not the case with SEO. Google no longer reveals the connection between keyword and conversion, thanks to secure search.

Organic search marketers can see Google and Bing traffic data by keyword in Google Search Console or Bing Webmaster Tools, but not in an analytics package. Yes, there's a report for organic keywords in Google Analytics but the "not provided" row accounts for 75 to 95 percent of the data. What remains is not suitable for decisionmaking, in my experience.

Analytics platforms assume all traffic from search engines is organic, so you don't have to tag pages for SEO tracking. PPC traffic must be tagged to track it — by group, campaign, and other characteristics. Segmenting search traffic can be helpful, but the placement of tags is prone to human error and can result in data loss.

SEO practitioners make recommendations but often rely on others — developers, designers, copywriters, operations staff — to implement. PPC staff, on the other hand, can execute much of the work themselves. They typically need assistance with landing pages and tracking elements, but they can entirely manage campaign structure and bidding. Thus PPC ads are often faster to launch than SEO.

Thus PPC ads are often faster to launch than SEO.

The cost associated with paid search is the final and most obvious difference. SEO is not free as some imagine it. It takes significant ongoing investments to analyze and implement content, structure, and other optimizations.

Paid search expense is more upfront: paying to bid on keywords and set up the campaigns. But PPC ads can benefit from the assistance of a Google or Bing employee that you don't have to pay for, assuming you spend enough.

Which Is Better?

With SEO you do not control whether your page will display in search results or what that listing will look like. But the benefits last longer. With PPC, you have more control over the appearance and timing of the ad, but you have to pay it.

Using SEO and PPC simultaneously can maximize visibility in search results. That's why many businesses do both.

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