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With the power of search engine optimization (SEO), it is possible to shape your business website. You can dominate the search engine results pages (SERPs) for queries related to your business. In other words, when people search for businesses like yours, your business is the first to appear.
The landscape of search engines and search engine results has evolved considerably in the last decade. Organic search results aren’t the only thing you should consider. If you want to get the most out of your search engine optimization campaign, the perfect complement could be pay-per-click ads (PPC ads). But what exactly are these ads and how best to use them to complement your SEO strategy?
Related: Is SEO or PPC Better for Your Business?
What are PPC ads?
As the name suggests, pay-per-click ads require the advertiser to pay only for people who actually click on the ad. This is instead of charging based on impressions or a flat fee to run the ad in the first place. If you place an ad with a CPC (cost per click) of $1.50 and get 1,000 clicks, you’ll end up paying $1,500 for the ad, total.
Google and Bing have robust PPC advertising platforms. You can also buy PPC ads through social media platforms like Facebook. However, Google remains the most popular and prominent source of PPC ads.
With that in mind, why are PPC ads such a good addition to an existing SEO strategy?
Related: 9 Mistakes That Kill Your Pay Per Click Advertising Success
Weaknesses of SEO
Let’s start by taking a look at the weaknesses of SEO and the ways PPC ads can complement them.
Time to get started: SEO takes a long time to get started. Even in the best case scenario, with ample resources to work with. It will take several weeks for you to deploy enough content, on-site optimization changes, and backlinks to support your domain growth. Beyond that, it could take months of effort before you start generating momentum in the SERPs. On the contrary, you can get started right away with a PPC advertising campaign. As soon as you start paying money, your brand can be visible. Unreliability: Unfortunately, SEO is somewhat unpredictable. This is partly because Google does not publish its algorithm and often does not announce new algorithm changes. This industry is also complex due to the large amount of competition involved. Even if you do everything perfectly, there’s a chance that an update from Google or a sneaky competitor could interfere with your efforts. You may still face competition and technical changes in the PPC world. But at the end of the day, you know you’ll only pay for the clicks you actually generate. Lack of visibility and control: Search optimizers often feel like they don’t have much visibility or control. You need to do some digging to find out how your ranking is changing. And, you’ll always be in the dark about Google’s search algorithm. But in the PPC world, data is much more available and much more transparent, fueling better decisions and better results.
The weaknesses of the PPC
We also have to admit that PPC ads also have some weaknesses. It just so happens that SEO complements these weaknesses in turn:
The learning curve: With PPC ads, there is a significant learning curve. A hobbyist can learn how to place an ad in minutes. But if you want to see better results, target an audience, and ultimately beat your competition, you’ll need to learn a lot more. Conversely, the fundamentals of SEO can realistically be learned in the course of an afternoon. And you can start writing content for your SEO strategy right away. Higher costs: It is difficult to directly compare the costs of SEO and PPC ads because they are fundamentally different strategies. However, PPC is somehow more expensive. At scale, SEO is a frugal, self-sustaining engine capable of fueling your business with even the smallest of inputs. PPC ads will always be a bit expensive, especially if you are in a competitive industry. Limited scalability: PPC ads are difficult to scale, other than placing more ads with more people. But in the world of SEO, scalability is practically infinite. Audience targeting: In an SEO strategy, it’s hard to know exactly who you’re targeting. You can do keyword research and analyze the demographics of your target audience. But you can’t reach a hyper-specific audience segment without tools like those found in PPC advertising campaigns.
Related: How to implement pay-per-click the right way
Towards an omnichannel approach
PPC ads and search engine optimization have an excellent synergy, complementing each other’s strengths and weaknesses. But they are not the only strategies with this form of synergistic value. In fact, most marketing strategies have the potential to work together and boost each other’s results. This is why the omnichannel approach has become so popular in recent years. As you build a better strategy that uses both PPC ads and SEO elements, consider an omnichannel philosophy.
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