In today’s world of advertising, digital marketing has appeared as a significant player in the market. It has become essential for a brand to have an online presence to carry its promotions digitally.

When we talk about digital marketing, we come across the importance of PPC (pay per click) and SEO advertising. However, digital marketing consists of many forms of marketing, but we can skip that for later and focus on PPC in digital marketing.

PPC has become a significant part in the success of business online or in general as PPC visitors are 50% more likely to make conversions through an advertisement. While SEO and PPC both are helping businesses by driving sales, let’s dive into their details below.

1. What is PPC?

PPC meaning is Pay per Click, which is paid search engine marketing where the marketer pays the search engine some bid for every ad click. PPC is one of the most effective types of marketing used by brands worldwide. A total of $10.1 billion in PPC ads have been spent in the year 2017. The most popular program is Google pay per click.

2. What is PPC Advertising?

While there are so many other feasible options available in the market, you still wonder what is PPC in digital marketing all about. Well, PPC Advertising still stands on number one when it comes to paid forms of advertising. PPC advertising is that when someone clicks your ad, the advertiser has to pay a pre-decided amount to the Google Adwords PPC. With the help of Google Adwords PPC Advertising, the marketer can reach their targeted audience fast by setting up the target audience who can see your ads and only when someone clicks on your ad, you pay. PPC is nothing but paying Google for SEO by using AdWords for SEO.

While the benefits of PPC to the company and advertiser are many, you can still see paid search is cannibalizing organic search. Well, both the forms of marketing are yielding good results, but one of these methods builds your long term success, while the other can be a short term fix.

3. What is a PPC campaign?

To start a PPC Campaign, you will need to understand the importance of PPC in digital marketing. To set up a PPC online Campaign, you will:

• • Research about your subject

• • Understand the related keywords and organize your PPC keywords

• • Set your budget and work accordingly

• • Customize your target audience

• • Add graphics and a suitable ad copy
  • Add Relevant Call to Action

An advertiser who uses ad scheduling can reach its targeted masses by running the ads at specific hours or days of the week when they want to show their ads. They can also set bids for different duration.

After completing the campaign, you apply the PPC formula to calculate, i.e. profits divided by total clicks where benefits can be derived from total sales less overall cost.

4. So how does SEO help PPC?

Various studies have shown that PPC and SEO are the customer driving factors, and one impacts the other. Organic Search Engine Optimization affects how many clicks PPC ads receive. If the website has a good organic reach and is listing on the top Google SERP, then this will increase their click through rate for their PPC ads on the same SERP. While talking about how does pay search help organic search, it helps in boosting the results of organic campaigns by providing the Keyword and conversion data for better SEO.

5. Why PPC Result Is Not Better Than Organic?

• Experts suggest that Organic SEO can help in achieving long term objectives while paid advertising like PPC Campaigns can kill the ROI. Here are some reasons why organic advertising is preferred over PPC

• • PPC is a paid form, and thus, people do not wholly trust or click advertisements due to their high chances of viruses. Therefore, organic results are more preferred by the customers.

• • It is troublesome to track PPC Conversions through Google Adwords and aren’t always accurate. On the other hand, SEO results can be easily traced.

• • Cost of SEO is indirect, and thus, it is more challenging to rank your websites based purely on SEO. However, whatever you do for SEO helps your website throughout its life. In the case of PPC, you pay to get to the first page and pay whenever your ad is clicked. It is a short term fix and needs to be repeated every time by setting up another campaign.

• As long as your website is ranking in one of the top positions in search engine results, your website is sure to receive continuous organic traffic. However, in the case of PPC ads, if you get more clicks, this also translates to a more significant cost.

• • It is crucial for your PPC campaign to be highly targeted to be able to reach the desired audience. People will convert better because your results perfectly line up with what they are looking for.

• • The chances of conversions from Organic SEO are more since the customer has already interacted with the brand. However, it depends upon the way the content is presented to the user.

• SEO will drive in more traffic once your website manages to rank for the desired keywords. According to statistics, SEO can help attain 85% more traffic than PPC advertising.

Conclusion

For a clear digital marketing strategy, the marketer will have to use the combination of PPC and SEO advertising. They can work on how does PPC affect organic and derive conclusions from forming marketing strategies. PPC is essential for the brand to reach its short term objectives and quick conversions but is not better than natural for long term that’s why PPC result is not better than Organic if you are planning for the long term objective. Together, PPC and SEO can support each other synergistically to drive better results with more traffic and conversions.

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