Using SEO and PPC for digital marketing

by Tobi Adono on February 12th, 2016 – Post a comment

For every digital marketer and brand, SERP (search engine ranking page) is the gold rush of this age and time. Everybody who knows their worth in digital marketing wants to be relevant to the internet search and also be ranked well on the search engine ranking pages.

The million dollar question that arises from this is then: what tools are available to the digital marketer for investing in and yielding an optimum result in the search engine ranking pages?

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are both juggling for a premium place as the most efficient tool for launching and achieving a successful digital ad campaign.

It is worth mentioning here that one needs an explanation of both terms and an overview of the different areas of concentration of these tools.

On the backdrop of the ongoing discuss, let us do a thorough exposition of each concept and what they deliver. This should help us to reach a guided decision on which of these tools have the most turnover capacity or if both can be harnessed for a digital ad campaign.

Quick one, I think it is worthy of asking here: if you are to pick one over the other, SEO or PPC, which would it be? In response to that, I think we need to understand the intricacies of both before making a judgment.

Search Engine Optimization: optimizing visibility and accessibility

SEO, as the name implies is all about putting in that little tweak, twitch and turn here and there on your website, social media, and general online presence to increase your brand’s visibility.

This is how SEO works; the users go online and search for some keywords using any of the search engines. The search engine ranking pages (SERPs) are then rolled out in relation to the optimization level of the websites or references of the specific keywords in the request.

It is largely dependent on the prowess of the developer (back-end and front-end) who worked on the content in the case of a website. Google and other search engines employ some very sophisticated algorithm that seeks out key features in your website and brings that up foremost in the SERPs.

Your SEO can be delivered based on two key factors: organic results and paid results.

The organic result is the natural and uninfluenced ranking of a brand on the SERPs.  This is largely dependent on the skill and expertise of your developer.

Everything from optimized keywords and compatibility across platforms goes into giving you a high rank on the search engine’s ranking level. So, it is important that you look into the details of your website development.

In 2012, Google introduced the Knowledge Box. This is designed to source out information from questions that are asked on the internet. These questions are then linked with answers from web contents across the internet. With this SEO feature from Google, one can get varying information from a large pool connected to the question asked. So, the onus falls on the developers to provide fitting answers via well-optimized contents and links in the website so as to increase the chances of popping up among the SERPs.

Paid result, on the other hand, can be called the promoted ad on search engines. This results from a paid campaign on a search engine that displays related links on the right-hand corner of the search engine page. Paid result, as it were, is a guaranteed pop up when related keywords are keyed in.

Paid result comes with varying features like additional images and links that redirect to the page of the promoted ad. This somewhat attractive because it has the features of images to draw attention.

Pay-Per-Click: Directed promotion and website reference

Pay-per-click is the positioning of your ad based on the click-rate. This means that you pay a set of advertisers or website each time an online user clicks on your ad online.

These clicks send the user directly to your website for engagement. Basically, it is about the measurement and scalability of the campaign. Many digital agent or brands prefer the PPC due to the fact that you can specifically monitor and measure the campaign in details.

Across board, many advertisers prefer the PPC method of online advertisement because it is easier to measure and the result can be justified against the cash invested in the campaign. Let us consider a valid example given by a contributor on Quora.

“If you know with certainty that a click costs $2.50 and your conversion rate from PPC traffic is 10%, it doesn’t take a lot to know that you pay $25.00/ conversion.  Say a conversion is worth $28 to your company.  A $2 (or 8%) margin may not sound great but if the market allows you to put $10,000/ day into ad buys that have an undeniable 8% margin, you’re suddenly making $800/ day from PPC Advertising, with none of the hypotheticals or long-term conjectures that come with SEO.”

There you have it. The analysis and the benefits of SEO and PPC. It is now left to you to decide which you want to employ for your digital campaign. However, whichever you choose, bear this in mind, you need to have done a thorough promotional strategy analysis on your prospects before you take the decision on which of the above two to use. Finally, a fusion of both won’t do any harm to your campaign too.

Author: Tobi Adono

With a strong academic background of a degree in Philosophy from the prestigious Lagos State University, Tobi is a natural storyteller, with a knack for rational and analytic discourses.

A huge fan of music, social media and a black tea lover.

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