You’ve heard the recommendations from ecommerce experts, and you know you need to have a marketing strategy to get your business seen online. The question is: should you focus on search engine optimization (SEO) or pay-per-click (PPC) ads?
SEO builds steady, long-term visibility, while PPC ads give instant results and measurable returns. As a business owner, both are important. This guide breaks down the strengths of each to help you decide which is the best choice for you right now.
The Ups and Downs of Search Engine Optimization
The SEO marketing strategy is a tried-and-true method that makes your business visible to potential buyers. Optimizing your website helps you get seen by search engine crawlers, bringing organic traffic to your online door and attracting users looking for your product or service.
Using strategies like keyword research and unique content creation, technical optimization, and backlink building, SEO delivers a compounding return on your investment. Long after the initial work is done, you continue to build trust, credibility, and authority with your target audience. However, it takes time and consistency to get there.
When you begin to use SEO on your website, the initial process can be challenging. There are many online tools available to help you, but you’ll need to do the planning, add the fresh content, and keep your site’s technical side optimized. Since search engine algorithms change frequently, staying updated on SEO is essential to adapt and keep your website relevant.
Overall, SEO is ideal for businesses aiming for long-term growth and credibility who don’t mind putting in (or hiring someone to put in) consistent effort. On the other hand, if your goal is immediate results (read: quick sales), a PPC ad may be for you.
Pros and Cons of PPC Strategies
A pay-per-click ad is a paid advertising model in which the business pays only when a user clicks the ad. Commonly seen in platforms like Google Ads and social media, PPC ads are impactful because they give you immediate visibility in front of your target audience, and the results are measurable. Businesses on a budget may prefer PPC ads because they can set a low spend limit. The ad continues until that threshold is reached, at which point traffic stops. PPC ads are also ideal for short-term promotions, like Black Friday sales or a workshop course launch.
It sounds simple, but to attract the right audience, PPC ads need to be written by someone with experience in ad management and copywriting. In high-demand niches where competition is fierce, PPC ads can become expensive.
In general, if you’re looking for short-term gains through conversions and immediate leads, PPC is the strategy for you.
The Best of Both Worlds
So, SEO or PPC? Ultimately, it depends on your current needs.
The long-term strategy answer for most businesses includes a little of both. Since brand awareness and trust are integral in an ecommerce world, SEO is the avenue that delivers this result month after month. Income and leads matter, too — PPC ads will get your promo or launch in front of the right audience at the right time.
Integrating the two strategies ensures your website is visible to search engines and to users actively seeking what you offer, while occasional PPC campaigns highlight your sales, bringing immediate leads when you want them most. No matter which strategy you choose, working with a professional like Pillar Point Digital increases your ROI while decreasing your workload. Get the most out of your marketing budget with our expert help today, and see personalized results you can measure.
