The choice between using a PPC (pay-per-click) or a SEO (search engine optimization) strategy does not or should not vary due to the type of product or service being marketed. Rather, the choice depends on the needs and budget of the campaign. If the need is to gain more traffic quickly and the budget will pay for it, then PPC may be chosen. But if the budget will not pay for PPC it may be best to invest SEO.
PPC, at its very core is used to fill in the gaps left by SEO. Using PPC requires the advertiser to pay a predetermined bid cost for every click-through that originates on the SERP (search engine results page) while SEO is a non-paid form of search marketing.
There are strong reasons for and against using PPC and SEO separately but each method can benefit from the other when using them simultaneously. Together they can dominate search engine results and increase traffic.
- The Difference between SEM and SEO
- Numero Uno Web Solutions, GTA’s Leading SEO and SEM Company, Announces its Top Pay-Per-Click Development Strategies for 2013