Very often, business owners come to us with the question: “Which is better for our business? PPC or SEO?” Answering this vital question is difficult without having a thorough understanding of the differences between SEO vs. PPC.
SEO vs. PPC: The Basics
SEO or search engine optimization is all about using certain techniques or practices to improve your website’s visibility on the search engines (such as Google and Bing). It is due to SEO practices that your website appears in Google search results every single time there is a relevant keyword search by an online user.
On the contrary, PPC (pay per click) is an advertising platform through which businesses can promote their products by paying for their ad placement on search engines. Other than promoting their products and services, a PPC campaign provides a business with an opportunity to connect with a wider audience and generate clicks to their website.
One of the fundamental differences between SEO and PPC is that the traffic generated through SEO is free, while as the name suggests, a business owner has to pay for the traffic generation from PPC.
Let’s look at the differences between SEO and PPC using the following considerations.
The Position of Your Website in Search Results
Where your website appears in search results depends upon several factors, including the keywords you use in your ad and the targeted keywords and keywords on your landing page. But do you know that 67% of the page clicks were on the top 5 posts? So if you are not among the top 5 searches, you are essentially invisible. Here is where SEO comes into play.
When you are using SEO, your content will appear in the first few pages of a search engine (like Google or Bing) only if your website is optimized and this includes both on-site and off-site SEO optimization.
On the other hand, PPC works differently. Your position will depend on the cost you are willing to pay per click. If you want to get your ad on the first page, you will have to pay a higher price per click.
As mentioned earlier, SEO and PPC are different in terms of cost. SEO traffic is free, and you don’t have to pay anything for your content placement online. All you need is a top-quality website in terms of design and content, along with a solid SEO plan. However, if you are new to digital marketing and are not sure about how SEO works, you will have to hire the services of an SEO expert, and pay for that service.
In the case of PPC, you have to pay for each click your ad receives. Several factors can determine the cost you will have to pay per click. But the best part is that you will only have to pay for the clicks your ad receives that connects the customer with your business and not for every view.
There is a cost attached to both SEO and PPC. For SEO, the cost may be indirect in case you cannot optimize your website yourself. But for PPC, you have to pay for every click that connects your customers to your business and how much you PPC depends upon several factors.
Potential Traffic Generation
There is a difference between SEO and PPC in terms of potential traffic generation.
As far as SEO is concerned, if your website is among the top-ranked ones, you can expect to generate traffic for your business. Again, the traffic flow depends on several factors like the quality of your web content, the popularity and relevancy of keywords used, your website performance, and more.
However, traffic generation through SEO can be tricky for websites that are not among the top positions or have the second or third-page positions on the search engine.
On the other hand, PPC is a great way to generate traffic. PPC can generate more traffic. However, that would also mean a higher cost per click.
Ease of Use
Both SEO and PPC are not easy unless you have the required knowledge and skills. SEO is a slow process where positioning your content among the top search results can take months and even years. On the other hand, PPC may produce quick results, but again, it is something that requires hiring an expert or having some prerequisite knowledge of the domain.
Conversion refers to how many of your website visitors convert not only in terms of sales of product or services but also in terms of specific actions that may lead to sales in future (such as registering the newsletter, response to a call for action).
SEO and PPC differ in terms of conversion. A visitor from PPC is more likely to convert compared to a response by visitors through SEO traffic.
Which is better for our business? PPC or SEO?
Only with an understanding of the difference between SEO and PPC, you can decide which one is better for your business. While SEO and PPC are different, your business can greatly benefit if you use them together. Both PPC and SEO are a part of SEM (search engine marketing), which is an integral tool for digital marketing. To find out more about cost-effective digital solutions that can boost your business, get in touch now.
Media attribution is the process of assigning conversion value to tracked digital investments, in doing so we can better understand the ability of these investments to drive sales; this enables better optimisation and drives media efficiency without sacrificing effectiveness. Ultimately it recognises a truer picture of how media contributes to business success.
A last touch system will consider only the last impression or click before a conversion to assess a channel’s value in driving that conversion. Multitouch attribution will assess all touch points in a path to conversion, it will apply an appropriate value to that channel as, fractions of conversions. When summed these provide a good overall view of a channel’s performance in driving sales.
Multitouch attribution has particular value in assessing media that primarily does not operate to drive a conversion. This is because upper-funnel media appears early in the path to conversion, MTA is well placed to assess its contribution to a journey that ultimately ends in a sale.
The Faze Digital team come from major agencies supporting big brands with attribution and other media modelling solutions. Whether big or small there is always more that can be done. If you’re interested to learn more reach out
Digital is the trademark of the modern world which has created a whole new reality- the virtual reality– where the global community comes together as one. On the platform of the World Wide Web, the digital content is as diverse as the netizens who create, produce and promote it. It is then not surprising that digital content is steadily taking over the traditional content in all spheres.
The Great Shift
While sifting through traditional forms of content is time-consuming, digital allows access to all sorts of information with just a few finger taps. It is not that people are lazy so they prefer to consume digital content. The audience that used to consume traditional content is the same as the dynamic one which has now wholeheartedly adopted digital. It is because digital content is equally stimulating while being more inclusive as well as interactive.
Brands get the chance to interact, one-on-one with their consumers present in any part of the world through the digital medium. Interactive videos, such as ads which tell emotive stories, help a brand promote its product, as well as values, by hitting the right chord with the right audience at the right time. The end result of this type of communication is visible by evaluating the increase in website hits and how many of them get converted to purchases.
While the digital sphere has something for everyone, it offers enough filters to alter the scope of information which would make the content more receptive to the audience. This selection process which helps a person target their search to specific parameters also makes the user feel special. The more concentrated a person’s research, and the better the results, the higher is the satisfaction quota.
The Old School
Traditional content generally targets the masses, because creating niche content for a small group is expensive as well as a risky endeavour. But digital has risen above these challenges. Irrespective of which form of digital communication is used, whether text, audio, video or multimedia, brands can now create and market stories which are produced solely for the ‘viewer’ in particular and not the ‘mass’ in general. Needless to say, such a form of communication that can connect easily and instantly has an advantage over every other.
With better analytical tools at our disposal to understand the behaviour of growing number of netizens, one can now use this data to gain insight about how different types of digital content affects the buying decision of people. This type of information is invaluable for any brand. Getting such deep analysis from traditional modes of communication is a difficult and tedious process. Thus, companies have also started to prefer the use of digital content to reach out to their customers as the result of their efforts is easily calculable.
Advantages of The Digi World
Undoubtedly, digital is more real-time than traditional. As soon as product launches, people can go online and review its different aspects. This system can be repeated by different people at different platforms while providing a relatively unbiased and wholesome picture of the product’s viability. This is a quick process that compared to traditional seems to happen almost in a jiffy. By the time the traditional modes of communication catch up, the digital citizens are done exploring the deal and move on to the next one.
It is a fast world where no one has the time to watch even three or four minute long videos. If a brand fails to capture the attention of its audience within seconds, it is doomed to obscurity. So unsurprisingly, digital influencers putting out Instagram stories of even something as tempting as a cheesy burger limit the videos to fifteen seconds or less.
Social media has added more value to digital content by making it easily accessible and more importantly, easily ‘shared’. In fact, the kind of content a person shares on his/her social media handles is used to judge their personality by their peers. This value of ‘share’ button up-scales the worth of any content. This, in turn, increases the content’s marketability.
The increasing smartphone and internet penetration in India is expected to boost the dominance of digital content over traditional by making it more accessible than ever.
Digitisation will make 80% of the financial firms irrelevant by 2030
This may seem like something we need not concern ourselves with now, but 2030 isn’t that far away (well it is a bit). However, the idea is something we have to think about, especially for those of us in the communications industry. David Furlonger’s point is less about the what is to come and more about the why.
If we think back to the ecommerce era and the havoc digitisation caused to the retail industry this becomes apparent. Digitisation of the retail sector is what made Amazon the giant it is today. Digitisation has cut out the hassle of going to out to get your groceries, I guess it is in our nature to seek convenience. And I believe it is this convenience seeking behaviour is at the heart of the why.
Theodore Levitt famously said “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole”, and the same theory applies. People don’t want personal bankers they want personalised banking advice. And the proof of this is already in the making, with the likes of Bank of America launching Erica, a chatbot that can help you check balances, reminds you about bills and answer your bank-related questions.
Digitisation means emerging fintechs will be challenging the long established big financial firms by catering to our convenience seeking behaviour and thus potentially making the big names irrelevant unless they do something about it.
Reach out to Faze Digital to find out more
Personalisation has long been a ‘fantasy’ most marketers indulge in where they’re able to directly interact with individual consumers, whilst controlling the context and timing of the content that’s delivered.
But as technology has improved – and data has become easier to generate – what might’ve been somewhat of an illusion before, is in fact now more real for marketers.
It’s important to realise there are limits to the personalisation fantasy. For example, organisations will never have the levels of control that one-to-one, human-to-human, real-time personalisation would require. But then again, why would they want to? The overheads of managing such a thing would be enormous, and the gains are typically less clear.
PERSONALISATION IS A SPECTRUM
Major digital businesses like Amazon and Netflix can attribute much of their success to powerfully predictive personalised content recommendations, and email marketing has long been using basic personalisation tools. Yet historically, when marketing departments tried to recreate the personal, connection-creating experience of having a strong, responsive – but restrained – shopping assistance, there have been technological stumbling blocks.
For all confident use of the word, personalisation really is a spectrum. For many eCommerce businesses, for example, diminishing returns have been found when trying to build cumbersome programmes into their backends. Similarly, the speed at which content could be tested meant that automating optimal content servings to specific user segments proved time-consuming – and they were ultimately unable to keep up with consumers’ constantly shifting needs.
All of this has meant that the majority of existing personalisation has existed at the shallow end of the spectrum.
But personalisation – as Amazon or Netflix would have customers envisage it – is just the beginning.
ARTIFICIAL INTELLIGENCE (AI) IS THE ENGINE FOR PROGRESS
As real-time data becomes more actionable for marketers to utilise effectively, platforms possess greater agility and adaptability, personalisation efforts become more granular, this will leave businesses with some serious decisions to make.
AI will allow the extraordinary quantities of data currently available to carve into detailed, accurate and nuanced psychographic segmentation whereby marketers can dissect the information to draw out patterns of contextual behaviour within them.
What this ultimately means is that content – everything from brand offers and messages to specific calls to action and product recommendations – can be served to hyper-specific personality types based on the specific context, giving marketing the power to affect behaviour online on a whole new level.
However, there are caveats to this. When personalisation is seen as a ‘quick fix’ for conversion problems and brands expect to manipulate their consumers into buying, they’re on to a losing battle. Why? Because growing concerns about data use, an ever-increasing awareness of how digital media operates and a general scepticism towards businesses are all concerns enterprises must be wary of. By creating an impression of surveillance and misusing data could both spell disaster for an organisation in today’s climate.
TRUST IS THE KEY
According to research conducted by Boostify, 90% of consumers report feeling positively towards firms who treat them as an individual, but only 20% feel there are any brands that understand and care about them – clearly suggesting that marketers have a lot of work to do.
The spoils of personalisation will go to those who are willing to put customers first and seriously prioritise individual needs over profit. The reason Netflix and Amazon’s shallow personalisation works are that it solves the problem of ‘information overload’.
Similarly, brands who want to make the most of personalisation need to see it as a way to get rid of irrelevant messaging, making navigation and communication easier, serving only content which is genuinely compelling and relevant, and ensuring that their process is more transparent.
By doing this, an organisation can demonstrate it is trustworthy and make consumers feel valued as individuals. And, in turn, personalisation will prove as powerful an investment as anything else in 2021. However, it will have to be accepted as a long-term strategy – almost as a way of increasing brand loyalty and sustainably growing an enterprise.
So, there will bottom-line gains to be had in the short-term, for sure. But, fundamentally, the state of personalisation in 2021 is no different to the state of business in 2021 more generally – that trust is the all-powerful commodity.
How we choose to implement our technological capacities is just as important as what they actually are.
Learn more here
To find out how Faze Digital can support your personalisation efforts get in touch