Why PPC advertising has advantages over SEO

Why PPC Advertising Has Advantages Over

SEO

Why should you pay for something when you can get it for free? You might very well question why you need to spend money on paid search advertising if your business already has a strong online presence achieved through search optimization.

Highly competitive industries will have many search-optimized businesses competing for those crucial top entries in the search results pages. Paid search is a way to leap-frog the top organic result and reach the top of the page via the paid ad spaces at the top of the page.

Paid ads allow you to better target the audience you want to reach.• PPC lets you target particular demographic profiles based on

criteria such as gender or age. • It’s also much quicker to bring in traffic from paid ads than via

search optimization techniques. • Paid ads can start bringing traffic to your site immediately.

Running a paid search campaign can also be cheaper than search engine optimization.• Whilst SEO is often thought of as a ‘free’ activity, it carries a business

cost as search optimization activities take time and effort away from other business activities. • Search optimization is an ongoing task requiring constant input,

whereas paid search campaign activity can be limited to a date range. • In some cases it can be easier to calculate the return on investment

from a paid search campaign than from ongoing investment in search optimization.

Advantages of PPC

• Speed – paid ads can bring in traffic almost immediately• Targeting – PPC lets you target your audience much more precisely than SEO• Timeliness – use paid ads to promote time-sensitive offers, such as seasonal

sales• Placement – beat the competition to the top spot in the search results pages• Cost – a finite cost with good visibility of return on investment

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