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Make each click count: All About PPC vs. SEO Strategy

ppc strategy

There are numerous highly effective online marketing platforms available today, such as Pay Per Click, PPC, Adwords, and Paid Social.

PPC campaigns on Google Ads or Microsoft Advertising (formerly Bing Ads) networks and social media platforms such as Facebook, Instagram, Linkedin, and Pinterest are essential for increasing brand awareness and driving sales.

Non-branded keywords and search queries are the top drivers of business growth today, and PPC can significantly impact them. 

How does PPC Marketing Help Your Startup?

  1. Using our strong targeting abilities, we can reach today’s buyers.
  2. You will get ongoing data with advanced analytics and tools.
  3. Using our understanding of search intent, we can assist you in generating more leads and sales.
  4. You will only pay for clicks you receive.
  5. CPC (Cost Per Click) refers to the amount of money spent on a single click.
  6. CPC (cost per click) is a revenue model for online marketing in which websites charge advertisers based on the number of times a user clicks on a display ad placed on their site.
  7. The cost per thousand (CPM) model is the most common, charging based on how many times a viewer sees a display ad, regardless of whether they click on it.
  8. The cost-per-click model is also known as PPC (pay per click_ How to Calculate the Value of a Click) (CPC)
  9. When calculating a campaign’s daily budget, marketers frequently use cost per click. For 1,000 click-throughs, a website with a CPC of $10 would charge an advertiser $100. 
  10. Once you reach the daily budget, the ad is removed from rotation on the website for the remainder of the billing period.
  11. The amount an advertiser pays per click can be calculated using a formula. In the standard formula, the cost per impression (CPI) is divided by the percent click-through rate ( percent CTR). 
  12. The cost per click (CPC) is the fee paid by the publisher when a paid advertisement on a website is clicked. 
  13. Others set their prices through a competitive bidding process.
  14. The majority of publishers and advertisers are linked together by a third party.
  15. The amount of money that users can earn is determined by how many times they click. Global online ad spending will reach $332.84 billion by 2020, according to eMarketer. 
  16. The COVID-19 pandemic and the resulting recession are to blame for the slower growth.

The Advantages of PPC

The turnaround time for PPC is quick. A PPC campaign can produce results in a matter of hours, whereas an SEO strategy can take months.

Organic placements take precedence over PPC ads.

If you run a PPC marketing campaign for your target keyword, your website will be the first to appear on a search engine result page. Your audience will notice you as a result of this ranking before scrolling down to see other results.

Pay-Per-Click (PPC) advertising is used to target a specific demographic.

technical seo audit

When you set up a PPC campaign, you get to choose who your ads will target.

What is the current status of your relationship? Do you need to locate people in a specific area? Is it possible that it’s people of a certain age? Or do you have a settled interest in the outcome? If this is the case, you should think about PPC.

A/B testing for a PPC

A PPC campaign allows you to test two different ads simultaneously to see which converts better.

Simply change a few ad elements, such as the ad copy, and leave them running for a limited period. Depending on the results, you can either “kill” the Google ads or continue optimizing for better results.

The Disadvantages of PPC 

  1. If you don’t have any money, you can’t run a PPC campaign.
  2. When your budget is depleted, you must pay for each link clicked by your audience, which means your traffic will suffer as well.
  3. In a competitive industry such as legal or insurance, a PPC ad can cost up to $40.
  4. Profit margins are shrinking.
  5. While a PPC campaign may produce immediate results, the profit margins are typically lower. Since PPC is a “pay to play” system, your acquisition costs (CAC) will continue to rise unless your product and service prices are significantly increased.
  6. PPC advertisements become more stable over time.
  7. You have limited control over paid ads due to the rules established by ad platforms such as Google. As a result, your copy may use wording similar to your competitors, making it easy for your audience to dismiss it.

SEO vs PPC

SEO can help your content rank higher in search results, increasing the likelihood that your audience will click on it and trust it.

Local searches are also more effective with SEO and can assist you in maintaining your online presence over time. Pay-per-click (PPC) marketing is a marketing strategy that involves paying for advertising to get your content in front of people searching for specific keywords on the internet.

Which is better, SEO or PPC?

It’s the same as asking whether you should eat with a fork or a spoon: it depends.

  • Is there going to be pasta on the menu? 
  • A fork would be handy. Soup? 
  • I’d rather eat with a spoon.

Similarly, SEO can outperform on occasion.

PPC would produce better results in the following scenarios:

  • You want results right away.
  • Your item is one-of-a-kind or one-of-a-kind.
  • You’re promoting a limited-time special offer, such as a holiday sale.
  • Your target audience should be taken to a sales or landing page.

Learn How to Make the Best Out of SEO and PPC

Why not combine SEO and PPC to maximize their effectiveness? In this way, you can have the best of both SEO and PPC.

  1. Create retargeted advertisements.
  2. Did someone visit your website but leave without purchasing, most likely on the pricing or check-out pages?
  3. Even after they’ve left your site, a retargeting ad can easily entice these visitors to return and make a purchase.
  4. Social media ads can be used to promote website content.
  5. While you want your content to rank naturally, you can give it an immediate boost by promoting it on social media.
  6. These ads aid in content distribution and assist you in obtaining essential backlinks that will help you rank higher.

It would also be a shame not to promote your most recent blog post, guide, report, or case study after you have worked on it for hours.

Ad data can help your SEO strategy.

PPC campaigns provide a wealth of information, such as keyword search volumes, keywords on which your competitors are bidding, and the most effective calls-to-action.

If you have all of this information at your disposal, you will develop better SEO strategies with less effort.

SEO vs. PPC Statistics

SEO

  1. Google accounts for more than 92% of all global web traffic.
  2. Google sends no traffic to 90.6% of online content, with only 0.21% receiving more than 1000 visits per month.
  3. An organic link click resulted in 46.40 %of browser-based Google searches.
  4. 99.2% of website pages have fewer than 100 backlinks.
  5. Every day, Google processes over 7 billion searches (or 2.5 trillion searches per year.)
  6. SEO generates nearly 100% more traffic than paid traffic.
  7. 60% of smartphone users have reached a business directly through search results.
  8. SEO is actively invested in by 64% of marketers
  9. Tracking is possible for 76% of B2B search traffic.

Facebook Ads Policy: Mistakes That Will Get Your ads Rejected

PPC

  1. Clutch polled 390 people out of 506 who said they recognize a paid search ad when they see one.
  2. The Google Display Network reaches 90% of the world’s Internet users.
  3. In 2021, search advertising spending is expected to exceed $170 billion.
  4. Adblock is installed on over 763 million devices. Furthermore, ad blocking has increased by 15-30% in the last four years.
  5. PPC ads can increase awareness by up to 80%. Despite ad blockers, PPC is still an effective way to increase the reach and awareness of your brand.
  6. The insurance industry has the highest average monthly cost-per-click (CPC) in Google Ads search advertising, at $18.57 per click.
  7. The electronics industry has the lowest CPC in Google Ads search advertising, at 83 cents per click.
  8. The average CTR on Facebook Ads within all industries together is 0.89%. 
  9. The Pets industry has the lowest.
  10. The average Facebook Ads cost-per-click (CPC) across industries is $1.68. Finance advertisers have the highest average CPC ($3.89), while Food and Drinks advertisers have the lowest average CPC ($0.42).
  11. One significant advantage of PPC is that it is immune to Google’s ever-changing SERP ranking algorithm. Google reported that their algorithm had been updated 3,234 times in 2018! 
  12. Google’s algorithm updates have no effect on PPC. 
  13. If you use SEO, you must adjust your content optimization to rank higher following the updated algorithm requirements.
  14. According to Clutch’s survey, 75% of marketers find it easier to see what they’re looking for through paid ads.

Last Thoughts

The decision between SEO and PPC is ultimately determined by your business situation. So take your time weighing the benefits and drawbacks of both SEO and PPC to determine which is the best fit for you. And, if possible, combine the two strategies to achieve even better results for your company.

9 frequently Asked Questions In Digital Healthcare Marketing

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