SEO or PPC - what should you choose for your business?

A question often posed to any digital marketing company in India is what is SEO and PPC, which one should I go with for my business? Well, frankly, there is no definitive answer to this question as it is highly subjective based on your present objectives and marketplace. IKF - a leading provider of digital marketing services in Mumbai, tries to shed some light on both aspects of digital marketing.

SEO: Inclusive marketing

In SEO, there is increased awareness of your brand when the user searches with your keywords and your name ranks in the first few pages of the search results. This is especially true when a searcher is looking for some information and your page satisfies their query, they start building their trust in your brand. Ranking organically is also a tremendous way to increase your credibility as searchers are more likely to click on a search result than an ‘ad’ as ads are always perceived to be having some commercial interest. There is no doubt that a correctly done SEO can greatly improve website traffic providing you with more opportunities to raise awareness, drive your business, and push your products/ services. The kind of audience you attract from organic search is genuine and lasting because remember, they found you on their own and chose you for the keywords they were looking for, without you particularly advertising yourself to them. SEO is a holistic approach where brand building is done via various platforms such as blogs, websites, meta tags, power-point presentations, video submissions, infographics, question-answer forums, and so on. Thus, you are covering your business and supporting it from all sides. SEO may take off slowly but is more sustainable and lasting than PPC. For instance, it does not stop even when you stop doing SEO unlike PPC, which will stop displaying ads the next moment you run out of money. SEO is like planting a tree and watering it whose fruits can be enjoyed even until long after you stop looking after the tree but the tree takes time to grow! IKF is one such SEO expert in India providing top-notch SEO services.

PPC: Exclusive Marketing

With Paid Ads, you are perfectly aware and in control of your marketing campaigns. PPC campaigns are purely meant for attracting leads with the intent of getting a customer buy a product or avail a service. The position of ads is also fixed with the top 4 being on the desktop view, 3 on mobile, on PPC enabled websites, and on YouTube videos. Being precise, the results are easy to measure. You can micromanage ads by setting parameters such as calls, locations, site-links, pricing, and bullet points as just some of the options for creating ads that dominate the page. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device, and audiences based on previous visits. Organic traffic, by comparison, is far more scattershot. Google also provides a provision of visual shopping ads known as product listing ads that display the picture along with some key details such as price, giving the user a glimpse of what they can expect after clicking. The results of PPC ads are instant once you run the campaign, unlike the indefinite waiting period of SEO. With PPC, you can test a new product, a marketing message, and can also get instant feedback on the same. With conversion tracking and solid integration with analytics software such as Google Analytics(in the case of Google Search), we can determine what keywords work and at what percentage and cost. This intelligence can be fed directly into organic search (SEO) marketing and can inform all other advertising to improve results across the board. A well-set PPC account can also prove to be a cost-effective way to generate leads. According to IKF - also a PPC company in India, even though some might say, PPC is like a cat, stop feeding it and it will vanish in 3 days, it is also more profitable as it gives you what you are looking for before going away!

The best way out to extract best out of any is to use both in conjunction. They both have their pluses and minuses which suddenly work in your favor if you use both of them strategically as pointed below:

1. Keywords and conversion data obtained from PPC can be utilized for SEO.

2. High-cost keywords, high-volume, and low-converting keywords can be moved from PPC to organic search.

3. A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.

4. You can remarket those customers in PPC who landed on your page via organic search.

5. You can test your keyword strategy on PPC before you finalize them for the rather long-term SEO

6. Finally, you can Increase customer confidence and awareness by having both strong organic and paid visibility.

If you wish to discuss a plan to secure your digital future, feel free to connect with IKF using the below information. We will be happy to schedule a free consultation session for your team. Get in touch with us now onsales@ikf.co.inor call us on+91 88888 66110.