Pay Per Click (or SEM – Search Engine Marketing in Google’s parlance) is a type of advertising strategy that directs traffic to your website from an ad that you paid a search engine or host website to post. It is basically the amount of money spent to get your advertisement from a search engine or website that you don’t own to be clicked. PPC can bring you faster results so you can run a PPC campaign and test which keywords convert better and then try with SEO to rank for those keywords.
- Types of PPC campaigns are:
– Search Adwords Campaign
– Remarketing on the Google Display Network
PPC is recommended for immediate impact and when you have a high converting product and use SEO when you have a limited budget to spend on advertising.SEO may take time but the results are (under some conditions) long lasting while with PPC when you stop paying for clicks, traffic will also stop. For most impactful and long-term strategy, use both SEO and PPC.
Any SEO campaign done in a safe, organic way will take some time to rank. A business could utilize PPC to advertise on the search page for the same keywords while the SEO campaign is still gaining momentum. PPC is also useful if you want to maximize the search page. There are different businesses located on the search page. To fully maximize it, use PPC. Finally, while it is impossible to rank for a competitor’s brand organically, this is common practice in an AdWords campaign. With PPC, you can target the competitor’s keywords. Unlike with SEO, you’re limited to the keywords on your website. Targeting your competitor’s keywords is ideal for new businesses because you want to target people who are looking for the same business as yours or have the same type of service.