SEO vs PPC – Which Is Best For Your Business?

7 MINUTE READ

When it comes to marketing, business owners often have a choice to make. There are multiple tools and techniques that can be used to promote your products and services, but which are best for your business?

With Internet usage increasing year on year, SEO (Search Engine Optimisation) and PPC (Pay Per Click) have emerged as leading marketing tools, but how do you go about deciding which option works best for your company?

If you’re looking to streamline your marketing strategy, and looking to create more leads, here’s a handy guide to SEO and PPC marketing to get you started.

What is SEO?

SEO is one of the most potent modern marketing methods. Search engine optimisation capitalises on the popularity of search engines, providing consumers and web users with links to websites and landing pages based on their query.

When you use a search engine, you type some keywords or phrases into a box, and seconds later, you’ve got a list of results in front of you. With Google processing more than 40,000 searches per second , this is a marketing channel that can be incredibly lucrative and powerful for businesses.

The aim of SEO is for companies to get their results as close to the top of page 1 as possible. Statistics show that 75% of people don’t bother to scroll down past the first page, so it pays to be on top.

When a potential customer searches for a product or service that is relevant to your business, you want to ensure that your content is visible. If you have a prime position on the results page, the chances of attracting a customer and creating a lead are much higher.

The Pros and Cons of SEO

SEO can be an incredibly effective marketing tool due to the staggering popularity of search engines. The trouble is that it can often be challenging to get to the top, and if you’re languishing on page 5, your investment in SEO would need to be substantial to achieve page 1 results.

Like all marketing methods, there are pros and cons of SEO. Here are the most significant advantages and disadvantages:

The Pros

Cost: While many companies choose to hire professional digital marketers to handle their SEO campaigns, it is possible to run your own SEO strategy and try it for free if you’re starting out, and you don’t have a large budget.

Long-term impact: Search engines are incredibly popular, and the majority of people now rely on them as a go-to source for information. 

If you invest in SEO, and you’re willing to stick with it, you should enjoy long-term results. SEO doesn’t work overnight, but when it’s done well, it can enable you to reap the rewards for many years.

Brand promotion: To rate highly on search engines, you will need to create and share high-quality, informative, useful content. 

This helps to improve your search ranking, but it can also enhance your brand’s reputation and raise brand awareness. 

If you’re at the top of the page, consumers are more likely to trust you and view you as a reputable business, and this could help you to win customers and beat the competition.

Impressive ROI: SEO has the ability to offer an impressive ROI, especially if you don’t have a huge budget. Local SEO is particularly cost-effective, and it generates a much higher click-rate than paid adverts. For example, The top organic search results represent around 25% of organic keyword searches, compared to 2-3% for paid ads.

The Cons

Time: It is very unlikely to see results overnight when you launch a new SEO campaign. It can often take months, even years to enjoy the full effects of a successful SEO strategy.

Complexity: It is possible to run your own SEO campaigns, but this is no walk in the park. SEO is complex, there are rules and algorithms in place that dictate search ranking, and you’ll be required to create high-quality content.

Not all business owners have experience or skills in marketing and content production, and in this case, it’s often better to enlist the services of a professional, which increases the cost.

Unpredictability: Google changes the way it works on a fairly regular basis, introducing new algorithms and making adjustments to existing formula. 

This means that SEO can be unpredictable.

Difficult to test: Using SEO gives you control over your content, but unfortunately, this still doesn’t make testing easy. 

Sometimes what you do may not work as intended and investigating why can be a time consuming exercise.

What is PPC?

PPC, or pay-per-click, is a popular form of marketing, which is often used alongside SEO.

With PPC, you create and publish advertisements through Google Ads (previously known as Adwords), paying a fee every time somebody clicks on your ad.

PPC marketing targets customers who are likely to have an interest in a specific product or service, as the ad appear when you conduct an online search using a platform like Google, with keywords relevant to the search query that you set up within that ad campaign.

If you’re looking for a local plumber, for example, and you type in your query, you’ll be presented with links and a series of ads. If you click on the ad, the company will pay for that click.

PPC is a competitive form of marketing, and to perform well, you have to be willing to pay for the top spots. When you create ads, you’ll bid for a place, and the amount you propose will affect your position on the page.

The Pros and Cons of PPC

Like SEO, PPC offers advantages, but it’s not perfect for every business. 

Here are the main pros and cons:

The Pros

Rapid results: The best thing about PPC for most businesses is the speed at which it works. You can enjoy results almost instantly, making it a much swifter option than SEO.

More straightforward: PPC is not always easy to master, especially if you’re new to online marketing, but it is less complex than SEO. If you use services like Google Ads, for example, you also have access to tutorials and support from Google advisers.

Scalable: Once you’re up and running with PPC, it’s very easy to increase your budget and scale your strategy.

Reduced uncertainty: With PPC, you don’t have to worry about new algorithms, and you’ll know whether or not your ads have been approved shortly after you’ve created them.

Easy to test: With PPC, you can carry out A/B testing easily, using the results to enhance your campaign.

Buyer targeting: PPC enables you to target buyers who are likely to be interested in the products or services you’re selling even within a geographic area.

The Cons

Payment: When you invest in PPC, you’ll pay for every click. This is fine if your conversion rate is high, but you might end up spending a lot of money if people click on your ads, but don’t take the next step.

Honing your skills: It can take time to get used to services like Google Ads and learn the tips and tricks that maximise conversion rates and minimise wasted capital, for example, removing negative keywords within your campaign.

Lower ROI than SEO: SEO increases your chances of pushing ROI figures up in the long-term, while ROI for PPC is calculated on a short-term budget based on how much you pay for ads and how much you generate in sales of that product. If you stop bidding for ads, your income cannot grow in the same way as SEO, as your adverts will stop being displayed.

Growth is reliant on increasing your budget: If you want to increase leads with PPC, you’ll have to spend more. This can be costly if your service or business is competitive within the platform.

So which is best for your business?

As you can see there are many pros and cons of SEO and PPC.

SEO and PPC offer incredible benefits for businesses looking to take advantage of the ever-growing popularity of the Internet.

In the vast majority of cases, companies can benefit from running both SEO and PPC campaigns.

PPC tends to offer the best short-term, swift benefits, while SEO can boost results in the long-term. If you’ve researched carefully, you understand the ins and outs of both methods, and you take advantage of analytics and feedback, you should reap the rewards of both of these impressive marketing techniques.

If your ready to take the plunge into SEO or PPC marketing for your business, but unsure on where to start, there is help at hand.

We have helped many businesses to design and implement an effective strategy that is tailored to your specific goals and objectives, so when your ready get in touch.

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Val Mitrovski
November 10, 2023

I recently had the pleasure of working with Anthony at AOG design. His creativity brought my vision to life. I highly recommend AOG services for anyone seeking a professional, and innovative website design. Thank you so much!!

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Jenni Venders
August 30, 2023

I can't speak highly enough about Anthony's exceptional website design skills. He has worked on not one, but two of my businesses' websites, and each time he has exceeded my expectations. Anthony's creativity, attention to detail, and ability to capture the essence of my businesses truly sets him apart. His dedication to delivering outstanding results is evident in every aspect of his work. Working with Anthony has been an absolute pleasure, and I look forward to collaborating with him on future projects. If you're looking for a talented and reliable website designer, I wholeheartedly recommend Anthony

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Alex Hall
August 1, 2023

I can not thank Anthony enough for his time and effort that he put in to provide me with my new website its bang on. So easy to work with and very accomodating nothing was too hard. As we all know everything is in the air when building a website and Anthony took it all in and provided the goods. Look forward to working more with you moving forward.

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Seryna Jane Lock
July 19, 2023

AOG Design has been fantastic to work with. Anthony gave fantastic suggestions when it came to our website functionality and was always readily available to assist with any updates or questions we had. I feel at ease knowing he will be maintaining our website going forward.

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Ces 72
May 18, 2023

Very happy with the results after working with Anthony setting up our new website, great communication at all times, very receptive to th eideas we had in mind and also providing on point professional advise. Awesome outcome and thanks from the Blooming Supports team!

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Sealers Online
May 14, 2023

Anthony was a pleasure to deal with. Listened to what we wanted and needed. He was very hands on through the process as we went through a few variations on the changes we wanted and how they suited our clientele. Pity I can’t give a 6 star rating.

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Lana Johnson
March 15, 2023

My name is Lana and I am the director of 3 BPS Tensegrity locations in Sydney. We specialise in treating the source of individual conditions through physio and pilates. My website was created recently by Anthony, and one of the best parts about working with AOG Design is that they listened and took the time to understand my business and requirements. If you've ever worked with a designer, you understand that this is a crucial part in a project. AOG Design incorporated their own ideas, experience and creativity with mine so that the end design was more rounded. Anthony built exactly what I was looking to create. The complete process was explained clearly and I was regularly updated on the project. The website was developed to the highest of standards, and is a breeze to work with as it is fast and easy to edit. AOG Design was quick to answer any of my questions, and provided easy to follow instructions where required. Working with AOG Design has been awesome, with a great combination of customer service, creativity, and technical expertise. Would highly recommend.

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Sally Grant
November 18, 2022

Ant helped me to build a website for my new business. His patience and guidance helped me to feel confident with the decision I was making regarding the investment in a website. His consistent, professional and attentive manner is something I have really valued. An easy person to work with and no request I made has ever felt like too much for him. I love my website and so do my clients.

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Thomas Keenan
October 1, 2022

Anthony has been absolutely outstanding in helping with our website. We have been unfortunate in the past and had some people over commit and under deliver. This has not been the case with AOG design and I look forward to a long business relationship Can’t recommend highly enough !

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Nathan Ahern
August 13, 2022

Guys Grooming have been working with AOG Design since 2008. AOG Design delivers what we need as a business. Prompt, personal responses with attention to detail to what is required enables us to get our printing and web design requirements produced efficiently. Always responding to emails and phone calls promptly, thinking creatively and professionally means that we get the desired result into the marketplace in a timely fashion.

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Tony P
July 8, 2022

Anthony was great. Very creative and knew exactly what he was doing which made it so easy for us. He even created links off his own accord which improved and enhanced our website and pamphlets. Definitely went above and beyond our expectations. Thanks Anthony greatly appreciated. We have no hesitation whatsoever in recommending him as he is reliable and knowledgeable. Regards Tony & Niky - Tonik Health

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Trish Lehmann
April 20, 2022

We are extremely happy with our new Sassi Beauty website! AOG Design has been an absolute pleasure to work with. The website design process was smooth and they even helped us with our printed Treatment Menus. Always prompt with responses to emails and very helpful, I can't recommend AOG Design highly enough!

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Adaptable Lima
December 16, 2021

It was a pleasure to deal with Anthony throughout the 2020 Christmas Windows project. I found him professional as well as realistic; producing brilliant work on time and with excellent communication. I would not hesitate to recommend him to anyone.

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Ruth de Vos
September 8, 2021

Anthony has created a website for our Open Studio Arts Trail that fits our brief perfectly. All the artists are very pleased with the result! I really appreciated how smoothly the process of building and populating the website went. Anthony was efficient, communication was clear and the website was delivered on time. Thank you!

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Catherine Saxelby
August 3, 2021

I used AOG Design to refresh my logos & they were just great. They looked at what I had & suggested a simpler more streamlined approach which I did. I really liked the way the did things!

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Richardson Strata
June 9, 2021

AOG recently printed our business cards and we LOVE them. Easy to deal with, really fast turnaround and the quality is awesome. Highly recommend and will use again.

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Ange Swinbourne
March 30, 2021

Anthony is amazing, he is very willing to help me with any questions or issues I may have with my website and is happy to give advice and recommendations any time of the day. I highly recommend AOG Design to anyone wanting a professional website to advertise their business! 5 Stars!

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Elizabeth Arthur
March 26, 2021

Anthony will go over and above to support your business. We were recommended by a business colleague and couldn’t be happier. Very easy to talk to speaks in terms you can understand. We were very conservative with our budget and Anthony would call and explained every detail when we had to spend a little more. Another stop us procrastinating when we were unsure by jumping on Zoom to help us out

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Luke Seeley
August 11, 2020

AOG Design are a high quality, professional outfit. Anthony went above and beyond to deliver a brochure that looked fantastic. We had very tight timelines to get to market and I didnt think it could be pulled off. He even made sure the courier got the finished product to us as quickly as possible as I needed it for a meeting the same day. Above and beyond.

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Taryn Linfoot
August 6, 2020

Anthony has been exceptional! From start to finish he was very patient, understood what I was trying to convey, and provided fantastic advice across all areas. Nothing has been too much of a bother and I'm very glad to say, everything has turned out even better than I was hoping for. Absolutely would recommend.

I found Anthony from AOG to be professional, workable, respectful and understanding of our needs. Anthony was able to turn ideas into a very user-friendly reality.

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Fremantle Surfclub
February 3, 2020

We approached AOG Design to redesign an old website that needed some urgent attention. We required a quick turnaround on this project, as it was to promote an upcoming event. AOG Design were able to achieve this for us. We are really thrilled with our new website and would recommend AOG Design for your marketing. Jo Jameson - Fremantle Surf Lifesaving Club

After having a website for many years that was difficult to maintain and not user friendly, we set out to find a designer who was not only going to give us a brilliant result, but also charge us honestly, not exorbitantly. We found AOG Design. Their solution was a crisp, clean and professional and so user friendly. The advice was explained clearly in plain english and not tech jargon. Now not only we have an exceptional product, but they are always been on call for us when it has come to other graphic design requirements and marketing solutions. Their service and knowledge is unsurpassed and I totally love the ‘can do’ attitude. Our business life would be so much more complex had we not had Anthony on our side.

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Desiree Boult
September 4, 2019

Thank you Anthony from AOG Design! The website you created for us is absolutely fantastic! The process in its entirety was seemless thanks to your amazing creative ability and excellent customer service skills! And we were far from the easiest clients! We didn’t know what we wanted, but you somehow managed to create us the perfect website! I am pleased to advise the website has lead to new contacts, new customer and extra business! It’s given our business the professional finishing touch we required. Keep up the good work Anthony & the team at AOG! I can assure you, we will continue to recommend your services throughout our network! From Shaun, Desiree & the B&W Team

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Simon Day
September 4, 2019

We are extremely happy with the work provided in designing our new website. The new crisp design has really improved our online presence, looks amazing on mobile devices and now ranks well on Google! Would highly recommend AOG Design to anyone wanting a professional product!

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Greenies Mowing
June 19, 2019

Anthony has done a great job on my website. Super Keen to help in anyway he can, He helped me like I was part of the family:) Nice guy and would highly recommend to anyone looking for a website.. Thanks Mate.

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Jasmine Daniels
May 14, 2019

I was so impressed with AOG Design. They were very efficient with what I had asked for and produced such Outstanding work. AOG design were also willing to do any changes that I needed and did it efficiently. I will definitely recommend them to any of my Family, Friends and work colleagues.

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Colleen Wilson
April 16, 2019

AOG Design are so professional and very patient!! My website looks fantastic and nothing was too much trouble. Everyone says how professional it looks! I am so happy with it. I would highly recommend AOG Design for all of your website & graphic needs.

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Jason Borgomastro
April 7, 2019

After having a quite outdated and dysfunctional website, Anthony very quickly freshened it up and brought a more modern feel to it. He also made it match our online store so that it all looks and feels the same even though they are hosted separately. I highly recommend AOG Design and will continue to use their services in the future.

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Warren Kiddle
January 15, 2019

Seriously knows his craft, would recommend Anthony to anyone

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