As refined from the Powerdigital Marketing (2015), pay per click can be considered to define as a form of online marketing where an organization received advertisement exposure from the publisher, which mentioned here referred to websites, paid through someone once click the advertising piece.
List features of PPC
No worries about algorithm updates
PPC advertising campaigns are not impacted like the organic research results appeared in the search engines, which need to be updated regularly.
Reach target audience with speed and expansiveness
According to new media campaigns’ opinion cited from SEMPO (search engine marketing professionals organization) estimates that 87% of search engine dollars are spent on PPC, however, only 11% spent on SEO efforts. That proves widely acceptable by online business and spends much more efforts and expense on PPC. It is speedy to raise brand awareness and get exposure when ready for launching new products and services. However, that does not means PPC is more effective that SEO because the ratio of spent and return on investment might not be higher than SEO to some extent due to expensive operational fees.
Expensive and difficult to measure ROI
Collins (2012) pointed out that PPC is charged for certain reasonable budgets because of paying for sitting top placement of the page especially do favor of intensive competitive market. However, every click requires payment so what if the click does not contribute any immediate sales, the return on investment would be low.
However, as can be found the definition of search engine optimization in The Oxford Dictionary. It can be understand that ‘the process of maximizing the number of visitors to a particular website by ensuring that sites appear high on the list of results returned by a search engine’.
List characteristics of SEO
Natural exposure and credibility
Research has been done saying that consumers trust organic rankings and WOM than paid advertising campaigns. This is about online consumer’s core values about virtual reality. They think trustworthy and credibility are most important issues need to be taken into consideration when they need to make decisions.
Quality SEO is a long process
Jonathan (2014) claimed that Best SEO takes long time to test and manage in different search engines according to different customers’ profiles. But once gained with quality SEO means consistent website traffic and nice ratio of ROI compared to PPC.
High competition about keywords
For some business category, the competition of keywords is intense. Nobody wants to spend budgets on SEO but appears in the second page when selecting keywords by competing with other large companies who own enough source and capabilities.
As shown from the picture, it can be recognized the differences between PPC and SEO, which is that traffic generated from PPC is paid whereas traffic coming from SEO is free. In general, PPC and SEO are two most important components in the Search Engine Marketing. Both of them have advantages and disadvantages in terms of different approaches to utilize. The best way to run and decide to choose which online marketing strategies might be depending on the marketing objectives and practical budgets in terms of time and capital.
Collins (2012). Page One Power [online] available from <http://pageonepower.com/2012/05/seo-vs-ppc-contrast-comparison/> [Feb 8th 2015]
Jonathan (2014). Small business marketing [online] available from <http://www.huffingtonpost.com/jonathan-long/small-business-marketing-_1_b_5206764.html>
New Media Campaigns (2008) [online] available from <http://www.newmediacampaigns.com/page/seo-vs-ppc—which-provides-you-the-better-value> [Feb 9th 2015]
Pay Per Click Advertising (2015). From Powerdigital [online] available from <http://powerdigitalmarketing.com/online-and-internet-marketing-services/pay-per-click-advertising-ppc/> [Feb 7th 2015]