PPC - Pay Per Click Management

I am sure you have seen many arguments all over the internet involving both PPC (Pay Per Click) and SEO (Search Engine Optimisation). When it comes to choosing which to use, the honest truth is that there is no right or wrong answer. Dependent on where you are in your website’s lifespan, what you are trying to advertise and more depends whether you should push for PPC or SEO, or, potentially, both. However, putting which is best for you aside, which one is healthier for your website and, overall, for you?

When I talk about how healthy these two forms of traffic income are, I am talking about:

• Organic page ranking
• Quality of visitors
• Time consumption
• Sustainability

With organic page ranking, it is a no brainer that SEO is by far better for you than SEO. This is because SEO evolves around getting traffic organically through a good search ranking whereas PPC bypasses this through paying to rank above organic results. Therefore, looking at the organic ranking of your website, the healthiest choice is SEO.

With quality of visitors, this is debatable because it depends entirely how well your PPC campaign or SEO is. If you make a highly targeted PPC campaign, you should not be surprised to find the quality of visitors you gain to your landing page is high. On the other hand, if you create well SEOed articles aiming at a specific market, you should also not be surprised when high quality traffic enters onto your website organically. Therefore, the quality of visitors depends on how well you use each of the services to your best ability.

With time consumption, PPC wins this any day. The main problem with SEO is that it takes a lot of time for the results to start rolling in. Compare this to PPC, where a campaign can be created with 10 minutes and be up and running bringing in high quality and targeted traffic, well, there is no comparison. Ultimately, PPC is always the lazy man’s way of bringing traffic as you are paying for convenience. SEO takes a lot longer but, at the end of the day, it is free.

With sustainability, this is how able the source of traffic can be utilised in the long run. For this reason, it is clear SEO is the winner here. Although PPC can be used for a long amount of time, the cost to do this will be huge as compared to SEO (which is a long term source of traffic anyway). As well as this, after you have finished PPC, you have nothing to benefit from it. After SEO, you will find the whole ranking of your website has increased (as well as traffic) enabling more contextual traffic to click onto your website through search engine results.