SEO vs PPC – How to Spend Your Marketing Dollars?
When looking at what your organization is spending on marketing this year, ask yourself, “Where is the best place to spend money that will have a long-term impact for our business (i.e. a gift that will keep on giving).
More and more organizations are realizing the importance of online marketing, especially through the search engines like Google, Yahoo and Bing. Today, people are more likely to end up on your website via a search engine than going directly to your site. In fact, according to Jupiter Research, a Forrester Research company, 81% of users find their desired destination through a search engine.
The research makes it clear that your brand must have a strong presence in the search engines, ensuring that you are in front of your target audience. However, there is a big decision to make – SEO (Search Engine Optimization, or naturally ranking high in organic results) or PPC (Pay-Per-Click ads, the Sponsored Links and purchased ads on a Google search) to get in front of your target?
Done correctly, both can get you on the front page of search engines for targeted terms and in front of your desired audience. However, each has its respective benefits and costs. Recently, the team at Enquisite published an article quantifying the effectiveness of SEO vs. PPC.
The article describes that organic results are 8.5x more likely to be clicked on than paid search results! That is a large disparity and important to recognize, especially if you are spending a lot of your marketing budget on paid ads! The belief is that searchers (your potential clients) are gradually learning the difference between organic and sponsored results and recognizing that organic results are a more respected resource.
Where do we suggest you spend your precious marketing dollars? We believe the best use of your money is in the developing and maintaining of a strong and viable organic ranking. That’s the gift that will “keep on giving”.