Thread: How is search engine marketing different from PPC?

Hello friends,

How is search engine marketing different from PPC?

The first is that paid ads appear at the top of the page, above the organic listings influenced by SEO.
The second is that traffic from organic via SEO is free, whereas traffic from PPC has a cost for each click.

The main difference between Search Engine Optimization (SEO) and Pay Per Click (PPC) is that traffic coming from SEO (organic) is free while traffic generated from PPC is not free (as the name implies you have to pay a cost per click).

This is also the reason why you may sometimes see the terms organic search engine listings and paid search engine listings (or Paid Search Advertising – PSA).

Both SEO and PPC are part of Search Engine Marketing (SEM) which is one of the tools you can use as part of your overall Internet Marketing campaign.

I will try to explain the other major differences between the two by using the following parameters: position in search results, cost, traffic potential, conversion and ease of use.

Organic Traffic vs. Paid Search Advertising
Position in Search Results

Where exactly your ad will appear depends on a number of factors (i.e. the keywords you are targeting, keywords in your ad copy, keywords in your landing page and many more) but it’s either on top or below the organic results.

Organic results can only appear in the middle of the page. Whether your listing will appear in the top positions or first pages this depends on how optimized your web site is both in terms of on-site and off-site SEO.

SEO: You can get first page positions if your web site is optimized for search engines
PPC: You can get your ad on the first page by paying a higher cost per click (CPC)
Cost

I have mentioned above that SEO traffic is free and PPC is paid and while this is absolutely true, you should understand that it needs a lot of effort and hard work to get free traffic from search engines.

The competition is high for almost every keyword you can search and you really need to have a high quality web site and a great SEO plan to get one of the top 5 positions.

There are no shortcuts despite what some “SEO” companies are trying to sell you. If you are not familiar how search engines work or don’t know anything about SEO then the best way to get search engine traffic is to hire an SEO expert to do the work you.

On the other hand, Pay Per Click cost depends on a number of other factors.

If we take for example the cost per click of advertising with the most popular PPC system, Google Adwords, then it depends on the popularity of the keyword, on the number of advertisers who want to use the particular keyword, the number of related web sites that have ad positions for the particular keyword and many more.

If it sounds a bit complicated then it probably is, despite the efforts made by Google to make the whole system easier to use.

The good news with PPC is that you only pay for the clicks your ad receives and not for the views.

In addition, you can determine in advance your daily budget and pay no more than that and you can calculate an estimate of what is the average cost per click for the keywords you want to target.

As you can see from the screenshot below the Google Keyword tool (which is part of Google Adwords) gives you an estimate for the CPC (cost per click) for each keyword.

Cost Per Click - Google Keyword Tool
SEO: Cost of SEO is indirect. You cannot pay to get to the first page but you may have to pay for SEO services if you cannot do SEO yourself.
PPC: You pay only when people click on your ad. You can use the Google keyword tool to calculate how much you can pay.
Traffic potential

Which method can bring more traffic to your web site, SEO or PPC?

SEO (organic traffic) is more than PPC traffic so if you can manage to rank your web site for the keywords you want, you will get much more traffic than paying for those keywords.

This is because when you are in one of the top 5 positions (according to statistics the majority of search traffic visits one of the top 5 web sites) you can expect to have a continuous flow of traffic 24×7 without having to pay anything (the actual volume of traffic depends on how popular a keyword is).

So, if you compare traffic and cost of first page positions for SEO traffic and PPC traffic, organic traffic is better. There are some studies suggesting that PPC ads get more clicks than organic but this also translates to a bigger cost.

If on the other hand it is very difficult to get first page positions for a keyword then paying for traffic may be your only option since second and third page positions will probably bring 0 or very little traffic.

SEO: Organic traffic is continuous as long as you are ranking in one of the top positions.
PPC: PPC ads can get more clicks but this means that you pay more.

There are two key differences when considering SEO or PPC. The first is that paid ads appear at the top of the page, above the organic listings influenced by SEO. The second is that traffic from organic via SEO is free, whereas traffic from PPC has a cost for each click.

Search engine marketing is the process of promoting your webpages to build your online presence in search engines. PPC refers to Google Adwords campaigns to promote your keywords in search engines through paid subscriptions to build your online presence.

There are two key contrasts while considering SEO or PPC. The first is that paid promotions show up at the head of the page, over the natural postings affected by SEO. The second is that traffic from natural by means of SEO is free, though traffic from PPC has an expense for each snap.