SEO vs PPC: Which Is Better Approach For Your Business?

by Swadesh Baniya | August 23, 2023 | blog

Digital marketing, being the number one reason for bread and butter for most businesses today, is where all eyes turn to when we want to run campaigns that match the business objective while also giving you a competitive edge. Not to forget that digital marketing is an umbrella term that various different approaches and strategies are a part of. And in this quest to bring in as many visitors to one site and establish a solid online presence that has a long-term benefit, businesses try various online marketing strategies in the hopes of gaining success.


The two most common practices are SEO and PPC campaigns. While both these practices provide that push with your online visibility, especially when it comes to search engines, you might have seen or heard instances where people prefer one over the other or swear by both. So, if you’re muddled between SEO vs. PPC or which tactic will suit the most for your business, we’ll break it down for you on how they can best serve your brand’s objectives


What is SEO and PPC?

Search Engine Optimization (SEO) is a strategic approach to enhance your website’s organic visibility in the search engine results pages (SERPs). In this process, SEO experts meticulously conduct keyword research, content optimization, and technical fine-tuning to make your website more accessible or SEO-friendly to search engines and, consequently, to users seeking relevant information about a service, product, or a topic. Optimization ensures your website ranks high on the search engine for the relevant keyword and pulls in traffic. The allure of SEO and why people vouch so ferociously for it is that the organic search traffic is secured for “FREE,” which means you’re not paying for someone to visit your website. Also, the practice is sustainable and has long-term benefits.


On the other hand, PPC, short for Pay-Per-Click advertising, operates under a different structure. It is a type of digital advertising where brands bid on keywords relevant to their products or services, and their advertisements appear at the top of search results, marked as “sponsored.” Each time someone clicks on the ad, the advertiser is charged a predetermined fee. This approach offers instantaneous visibility, quality lead bank, and guarantees ROI, which is why it’s trendy.

SEO: Pros and Cons

Let’s look at the pros of SEO marketing.

The Power of Organic Credibility and Trust

The strong reason people choose SEO is the credibility and trust generated for your business. When a website ranks high organically in the search engine, audiences view it as an authoritative source. The credibility your website has when it ranks well on the search engine improves your click-through rates and higher conversion rates.

Cost-Efficiency in Long Run

Your investment in SEO is in terms of the time, resources, and professional SEO experts put into running your SEO campaign and optimizing your site. Once your website is optimized according to the search engine standards and it picks up momentum in terms of ranking in organic search results, it offers a cost-efficient model over the long run with the flow of clicks and website visitors on autopilot.

Sustainable Results

While SEO is a constant optimization process, it also delivers sustainable outcomes. With consistent optimization works and adaptability to algorithm changes, your website’s organic ranking can sustain over time, contributing to a steady stream of traffic and potential leads.


Let’s look at the downsides of SEO marketing.

SEO Takes Time

SEO is an extensive strategy that requires adequate time for planning and execution. It may take months to witness the results of your SEO campaign, depending on the competitiveness of your industry and the keywords you’re targeting. Also, if you’re launching a new website, understand that your SEO strategies will not reap immediate results.

Demands Skills and Expertise

If you’re thinking of running the SEO campaign for your website on your own and without the help of a professional, make sure you know what you’re getting yourself into. Not only will you have to invest a major part of your time learning the ranking factors and optimizing your websites for it, but the technical SEO side of things is another ballgame. The technical aspects like website structure, HTML, and server configurations require a professional to handle them, as any mistakes in the technical side can negatively impact your rankings.


PPC: Pros and Cons

The benefits of PPC are:

Instantaneous Results and Precision Targeting

PPC is famous for the immediate visibility and results the ad campaigns generate. For businesses looking to gain online exposure instantly or when launching time-sensitive promotions or trending subjects, PPC is your best marketing choice. Also, with this marketing campaign, you will get a return on your investment as the PPC platforms allow precise targeting based on demographics, location, devices, and even specific times of the day. Hence, it guarantees that your ad reaches qualified clicks and traffic.

Allows Control and Flexibility

The level of control over the ad content, placement, and budget allocation PPC providers gives the power on the hands of business owners to plan their ad campaign to the T. From the minute things to the grand elements; the control makes sure that your ad is strategically targeted to the right audience, which amplifies the chances of engagement and conversions.

Budget Management and Predictability

If you’re operating on a fixed budget and want the maximum result within that, although being a cost-per-click model, PPC guarantees you receive the returns for your investment. From allocating your ad campaign budget to setting daily budgets, you will get the exact calculation your ad budget will generate. It offers a level of predictability in expenditure, making it easier to manage marketing expenses and allocate resources according to the campaign’s performance.


The cons of PPC are:

Requires Investment To Play

To run your PPC campaign, you need to have a significant budget allocated just for running your ad. Without that investment, you won’t be able to run your camping, which means your bag of leads and website traffic is empty. Also, the stakes are even higher when discussing the industry-specific cost-per-click in the legal and medical industries. If your ad is eye-catching, engaging, and well-optimized to reach the right audiences, and your landing page is well-optimized, it promotes conversion, or else it’s money down the drain.

Demands Expert Skills Derive Solid Results

Creating the ad and allocating the budget are all required for launching a PPC ad; optimizing the ad for it to deliver the desired result requires skill and knowledge. Firstly, navigating through search engines like Google and Bing might pose a challenge for marketers just starting. Also, understanding the intricacies of bid optimization, determining the right negative keywords to incorporate, and effectively enhancing your landing page requires a certain level of professionalism. These tasks are far from straightforward, especially without assistance from a professional PPC agency.

Ads Become Effectiveness Overtime

You must be agile to make regular advertisements to maintain the appeal of your ad. Regardless of whether it’s paid advertising, including PPC, the risk of users developing ad-blindness, which happens when your campaign runs for a long time, the audience identifies the ad and simply scrolls past it without interacting. Consequently, successful PPC campaigns demand more than a consistent budget. A dedication to experimenting with fresh ads and landing pages is necessary to sustain effective sales generation.


Making a choice – SEO or PPC?

The ongoing debate on SEO vs. PPC strategy and which works better doesn’t have a one-size-fits-all answer. The decision depends on where your brand stands, budget constraints, timeline considerations, and your business objective. Analyze the process, expected outcome of both campaigns, and pros and cons to determine the right fit for you.

If you are on the journey to build sustainable, long-term growth for your business, where your robust online presence and brand authority yield a constant flow of website traffic and leads, investing in SEO is wise. And if you’re seeking an immediate boost in online visibility and leads, PPC can provide instant gratification. However, businesses shouldn’t consider it as one over the other but rather combine both strategies to yield the best results for your business.



Swadesh Baniya

Swadesh Baniya

Adept with the latest industry trends and a commitment to excellence, Swadesh is on the journey to guide fellow marketers and businesses toward unparalleled success with his valuable insights.

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