People have been discussing the benefits of paid search advertising (PPC) for many years compared to regular search engine marketing (SEO), and vice versa.
What is better? If specialists have already had an answer to this question for a long time, then the question remains open for clients.
1. Paid search cannot replace organic (and vice versa)
Paid search and search engine marketing are two different things.
One is not a substitute for the other.
Each has its strengths and weaknesses.
For example, PPC is really good for attracting unbranded traffic to your site.
Here is the classic PPC scenario: the user knows nothing about your brand. They are looking for a product that they want to buy.
Your ad appears at the top of the search results page. The user clicks on your ad to see what you are offering.
In doing so, they become better acquainted with your brand and move further along the path of conversion.
Can organic search do it? May be. But even the highest result of organic search in this case will not be displayed at the top of the page. At best, it will be displayed in the middle of the page.
Organic search is good for driving traffic to a brand site.
Classic SEO script: the user knows your brand. They are looking for your brand.
Your site is displayed at the top of the organic search results. The user clicks on your list and goes to your site.
Can PPC do it? Yes, so you should also bet on the brand in PPC.
But what if your PPC ad is the only thing that is displayed without an organic list? This may cause the user to question the reputation of your brand. So ideally, both channels should be involved.
Read the same article on this topic: