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A common question we get from clients is “should I be paying for Google AdWords?“. The answer to this questions depends on their goals and budget. If not managed correctly, Google AdWords could quickly become more like a donation rather than a ROI.

Below is a LinkedIn survey found that was posing the question “What Is the Most Effective: Google Ads PPC or SEO?”, some might also say, “SEO or SEM ( Search Engine Marketing). With 78 responses the results were 32% voting for SEO, 24% it depends on the product, and 23% for can’t compare the two.

Why SEO Holds a Superior Long Term ROI

SEO or PPC Return On InvestmentSEO is an ongoing process with long term results. With SEO, you get the most “bang for your buck” because you will receive more returning visitors and will pay nothing for the top page of Google. However, the cost is incurred in your time or the time of a professional SEO specialist to do the necessary work to bring your website to the top spot in search engines.

1. Sustainable Organic Traffic: Investing in SEO lays the foundation for sustainable organic traffic, unlike paid advertising (PPC or SEM) that stops generating traffic when the budget is exhausted, where organic traffic from well optimized content continues to flow over time. Statistics reveal that organic search drives over 53% of all website traffic, highlighting the enduring impact of SEO efforts (Source: BrightEdge).

2. Trust and Credibility Building: Search engines prioritize websites with authoritative and relevant content, through consistent SEO practices, businesses not only climb the search engine rankings but also establish trust and credibility among users. According to a recent survey, approximately 75% of users never scroll past the first page of search results, underscoring the importance of a strong SEO strategy (Source: HubSpot).

3. Cost Efficiency and Higher Conversion Rates: SEO or SEM, SEO consistently outperforms paid advertising in terms of cost efficiency. Studies indicate that the average cost per click (CPC) for paid search ads can be significantly higher than the cost of acquiring a visitor through organic search. Additionally, organic search results boast a higher click through rate (CTR), emphasizing the importance of organic visibility for attracting clicks and potential leads (Source: Smart Insights).

4. Evergreen Content for Long-Term Leads: By creating evergreen content optimized for search engines, businesses can generate leads continually. Evergreen content remains relevant over time, providing ongoing value to users and maintaining its search ranking. Statistics show that companies that blog receive 97% more links to their website, showcasing the potential for lead generation through consistent, high quality content creation (Source: HubSpot).

5. Adaptability to Algorithm Changes: SEO strategies are also adaptable to changes in search engine algorithms, unlike certain digital marketing methods that may become obsolete with algorithm updates, SEO allows businesses to pivot and adjust their strategies, ensuring continued visibility and lead generation. Adaptable SEO strategies help maintain a competitive edge in the evolving online landscape.

If you don’t have a time sensitive promotion or goal, SEO is more cost effective in the long term.

Google Ads is Better for Short Term Goals

Pay Per Click Return on InvestmentPPC campaigns come in handy when you have a time-sensitive event or promotion. PPC campaigns are useful to spring you to the top of Google, given you have the budget to pay per click.

Allocating a budget to PPC campaigns is a useful way to test the relevancy of your top keywords. If you find a lot of people who are coming to your website through the Google ad “jungle gyms” are bouncing, this may not be the best word to describe your business.  Rather than spending months optimizing your website for “jungle gyms”, you will see from the results of your PPC campaign that this might not be the best word to focus on to get quality traffic.

When strategizing for digital marketing, businesses often seek quick and measurable returns on their investments. Pay-Per-Click (PPC) advertising emerges as the go to strategy for those looking to make an immediate impact on their bottom line.

1. Instant Visibility, Immediate Clicks: PPC’s unparalleled advantage lies in its ability to provide instantaneous visibility on search engine results pages. Research indicates that PPC ads can increase brand awareness by up to 80%, ensuring that your business is prominently displayed to potential customers seeking your products or services (Source: Google).

2. Precision Targeting for Quick Conversions: PPC platforms, such as Google Ads and Bing Ads, offer highly sophisticated targeting options, by tailoring your ads to specific demographics, locations, and search queries, you can efficiently reach your ideal audience. This precision targeting translates into quick conversions, with PPC visitors 50% more likely to make a purchase compared to organic visitors (Source: Unbounce).

3. Measurable Metrics for Rapid Optimization: The beauty of PPC lies in its ability to provide real time data and insights, by closely monitoring metrics such as click through rates (CTR), conversion rates, and cost per click (CPC), businesses can swiftly optimize their campaigns for maximum efficiency. In fact, PPC visitors are 50% more likely to engage with your site’s landing pages, underscoring the immediate impact on user behavior (Source: WordStream).

4. Budget Control and Cost-Efficiency: With PPC, you have complete control over your budget, you only pay when someone clicks on your ad, allowing for precise budget allocation. Studies show that businesses make an average of $2 in revenue for every $1 spent on Google Ads, demonstrating the cost effectiveness and rapid return potential of a well managed PPC campaign (Source: Google Economic Impact).

5. Adaptable Strategies for Quick Wins: PPC campaigns are nimble and adaptable, making them ideal for short-term objectives. Whether promoting limited time offers, seasonal sales, or special events, PPC allows businesses to quickly adjust ad copy and targeting strategies to capitalize on immediate opportunities.

Using PPC as Part of SEO Strategy

PPC and SEO work great for their intended goals, but they can work best when used together. Each search process has its own benefits that compliment the other, the decision to focus more on one or the other at the time depends on your goals and budget.

Savvy businesses recognize the powerful synergy that arises from integrating Pay-Per-Click (PPC) advertising into their broader Search Engine Optimization (SEO) strategy. This harmonious collaboration between PPC and SEO yields a host of unique advantages, enhancing online visibility, boosting brand authority, and ultimately driving more qualified traffic to your website.

1. Expedited Visibility and Instant Results: By seamlessly incorporating PPC into your SEO strategy, you can achieve immediate visibility on search engine results pages (SERPs). While SEO efforts often take time to organically climb the rankings, PPC ads can be strategically placed for instant exposure. This dynamic duo ensures that your brand captures attention both through paid advertisements and organic search results, maximizing overall visibility.

2. Comprehensive Keyword Insights: PPC Marketing campaigns provide valuable real time data on keyword performance, by analyzing the success of specific keywords in PPC ads, businesses can glean actionable insights that inform their SEO strategy. Identifying high performing keywords through PPC allows for more targeted and effective optimization efforts, ensuring that your organic content aligns seamlessly with the terms driving PPC success.

3. Enhanced Brand Authority and Trust: The combined presence of both paid and organic search results reinforces brand authority in the eyes of users. Studies show that when a business appears in both organic and paid results for a search query, users are more likely to perceive the brand as credible and trustworthy. This dual presence creates a lasting impression, instilling confidence and encouraging user engagement.

4. A/B Testing for Informed Decision-Making: PPC campaigns are ideal for A/B testing various elements, such as ad copy, visuals, and calls-to-action. Leveraging the insights gained from PPC testing allows for informed decision making when optimizing organic content. This process ensures that your SEO strategy is continually refined based on real time data and performance metrics.

5. Strategic Remarketing Opportunities: Integrating PPC and SEO also opens the door to strategic remarketing campaigns, by re-engaging users who have interacted with your PPC ads through organic channels, businesses can reinforce their brand messaging and encourage conversions. This cohesive approach maximizes the impact of both PPC and SEO efforts in nurturing leads throughout the customer journey.

The marriage of PPC and SEO presents a dynamic and holistic approach to digital marketing. By combining the immediate benefits of PPC with the long term gains of SEO, businesses can achieve a comprehensive and synergistic online presence. This integrated strategy not only enhances visibility and keyword insights but also fosters brand authority and allows for strategic decision making through A/B testing. Embrace the power of synergy and merge your PPC and SEO efforts to unlock unparalleled success in the competitive digital landscape.

Benefits of PPC

  • Testing keywords
  • Increase membership for time sensitive events (webinars, events, promotions etc.)
  • Increase awareness of products and services

Benefits of SEO

  • Ongoing process with long term results
  • More returning visitors
  • Hold top space in search engines without pay per click

Do you require assistance in developing and implementing a SEO strategy or setting up and managing your PPC campaigns for your business?

Contact us for a Free SEO Analysis and Consultation.

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