A question asked by many advertisers: is it better to use Search Engine Optimisation instead of using PPC? The benefits of SEO seem considerably better than PPC considering that SEO is completely free. However, there are flaws in SEO and pros in PPC that, in the end, makes advertisers choose PPC over SEO. Here are the main reasons why PPC is considered better than SEO.

PPC = Control

The problem with SEO is that you are not in control. In SEO, Google is in control and whatever they say (being how they rank web pages etc..) goes. With PPC, programs such as Google Adwords aim to make you in control of everything. You control your landing page. You control your keywords. You control your campaign. Having this much control will sure enough improve results and efficiency of your time.
 

PPC = Instant

Another problem with SEO is that it is a long term solution to traffic: not short which is what most people want. At the moment, I am a student studying Business Studies. In Business Studies, we learn the concept that money now is worth more than money later. The same theory applies to PPC, SEO and traffic. Traffic now is worth more than traffic later. PPC = now. SEO = later.
 

PPC = Specific

There are many ways PPC traffic is more specific than SEO traffic highlighted below:

• In PPC, you choose the point of entry to your website. With SEO, visitors can come to your site through any webpage.
• You choose the traffic you want to go to your website. Anyone can be traffic to your website with SEO reducing conversion rates.
• PPC let’s you decide specifically how much traffic you want and when (for how much too). SEO has no time limit on your traffic. However, you won’t know how much traffic you will get consistently if at all.

PPC = Research

Without knowing, PPC is a tool which can be used to obtain valuable market research. Through a part 1 and a part 2, I show you how the stats you can get from Google Analytics and your landing page where your PPC traffic is going can tell you a lot about the type of visitors you get. With SEO, it will take ages to learn where you are going wrong with your SEO. However, with PPC, because it is instant, you will gain knowledge of your campaign fast.
 

PPC = Support

A no brainer here. Pay per click programs offer the best level of support because they know they won’t make money if they have no advertisers. In comparison, SEO offers no support. Therefore, if you are stuck and need help, the best option is to Google your problem and hopefully find someone with the answer…it’s no a reliable source of support, right?
 

PPC = Time Management

Like the great David Brent from ‘The Office UK’ TV show once said, ‘it’s all about time management’. SEO takes time. You many spend hours into SEO and get no results. On the other hand, PPC is consistent and fast. This is why advertisers love the online advertising form: you can start a PPC campaign in under 5 minutes.