Growing up as kids, I always wanted to play basketball with the bigger kids at the gym. They were usually taller than I was, had more experience than I had, and sometimes faster than I was at the time. If I wanted to play with them I knew that I not only had to be better, I had to also level the playing field. Most businesses don’t have millions of dollars of inventory or thousands of employees like some of the big box retailers most consumers have come to love. They may not be able to afford an IT department to ensures online sales match the sales in their brick and mortar locations. But, what they do have is the ability to level the playing field via pay per click advertising or organic search options.
While each tool can do the job, sometimes specific jobs require specific tools. For many businesses, using pay per click advertising or organic search options is where the playing field can be leveled. These marketing tools are similar in their results but are totally different in their approach to online marketing, but when used in conjunction with each other businesses win! There pros and cons to each of these marketing tools. But integrating them into an online marketing campaign can only spell success.
When we’re searching for brands pay per click advertising is always seen at the top of the search page. Businesses will marry keywords to their specific ads to ensure they are easily found. Each time this ad is engaged or “clicked” a predetermined rate is paid per click. These ads can be shown to a specific customer. Pages can be found instantly and increase brand visibility. This type of marketing campaign does have some drawbacks and can become cost driven over a period of time. This type of can also be difficult for customers to navigate because once the ads run time expires the ads are no longer seen at the initial premium location as before. Lately, I’ve seen an increase in the use of Facebook and Instagram pay per click advertising. These ads can have a run of several days or for several weeks and will be top of mind for users of those platforms such as they would be if they were found on a Google SERP.
Organic search optimization also known as “free” and “holistic” is the most trusted of the two marketing tools. Pages are placed within the SERP based on how well they score with keywords and phrase recognition. Organic search tools permit detailed informational content for searches. Organic search tools are also known to have higher rates of traffic from visitors. There are several drawbacks to using organic search tools. Keeping your place on the front page of a SERP is can be tough. Organic search tools don’t offer the quick pay off as do pay per click advertising campaigns and requires a great deal of babysitting.
There are benefits to both marketing campaigns. They work well individually but, they work best when used together in a multi-pronged attack to attract customers. While one will require money and very little time, the other will cost no money with greats amount of time. You have to decide how much is your time worth. You may also ask how much time do I want potential clients searching for my business aimlessly in cyberspace. Pay per click campaigns can bring in the clients you want. While organic search tools can ensure you have the customers you need.
Paid vs Organic Web Marketing. (n.d.). Retrieved from https://imatrix.com/blog/paid-vs-organic-web-marketing/
SEO vs. PPC: Differences, pros, cons & an integrated approach. (2018, February 20). Retrieved from https://searchengineland.com/seo-vs-ppc-pros-cons-integrated-approach-274643
Slocumb, C. (n.d.). Organic vs Paid Search Marketing – The Pros and Cons. Retrieved from http://www.evancarmichael.com/library/christine-slocumb/Organic-vs-Paid-Search-Marketing–The-Pros-and-Cons.html