Setting up a visually appealing and easy-to-navigate business website doesn’t guarantee a strong online presence and an improved number of sales. You still need to find ways to attract your target audience to buy from you. To help your potential customers find your website when they’re actively looking for products and services, you can use two options: search engine optimisation (SEO) or pay-per-click (PPC) advertising.

What Is SEO?

SEO improves the rankings of your web pages on search engines. When ranking, search engines consider your content, backlinks, and user experience compared to the thousands of other hits on the internet. Optimising these variables into your strategy is essential, especially since customers rely on search engines to help them make informed purchasing decisions. This is why having your landing pages on the first page of search results lets you better connect with your target audience over other traditional marketing techniques.

What makes SEO a better option than PPC is it is cheaper. While it takes time and expertise to implement it properly, it doesn’t strictly require a high monetary investment, which is ideal if you are operating within a limited budget.

If you decide to implement SEO, be aware that it is a long-term strategy. It is time-consuming and resource-intensive, so don’t expect that your search engine rankings will move on top of the search results overnight. If you are looking for immediate results, then this might not be your best option. However, this might be the perfect strategy for you if you want results that last.

What Is PPC?

Pay-per-click advertising lets you promote your websites quickly and gather data that can help you generate more sales. Some mediums you can use to implement this are Facebook Ads, Google AdWords, Bing Ads, AdRoll, and SteelHouse. These platforms provide different conversion opportunities, including Social Media Ads, Display Ads, Text Ads, Shopping Ads, and more.

Unlike SEO, PPC allows you to launch campaigns right away and measure their success fast. It has a short lead time, which is ideal for you if you want an excellent return on investment in just a matter of days or weeks. This is especially helpful if you are in an industry that has no tough competition in paid advertising.

PPC is also the best way to run experiments and get the answer you are looking for. For example, if you are interested in launching a new product or offering a different kind of service, you can test the market by implementing this strategy. It’s also an excellent strategy for seasonal ads that should give more spotlight to your company.

Unfortunately, PPC is not as sustainable as SEO. While it may help you grow your customer base, it might not be advisable to use in the long run because it can get costly. You are required to always pay for clicks, and ads also lose effectiveness over time. This means you stop driving new traffic to your website if you stop paying to run ads.

Conclusion

SEO and PPC both have their various pros and cons. While many businesses decide to choose one over the other, the truth is it might be worth using both since they are a match made in heaven. You can utilise them in tandem to get the best results. If you want to try this approach, you need a professional who specialises in both techniques.

Work with T A W Consulting if you need an online marketing specialist. I am an SEO freelancer, and I can help create an effective strategy for you to boost sales and improve your global online presence. Fill out the form to schedule an appointment!