{"id":9527,"date":"2016-08-04T10:04:33","date_gmt":"2016-08-04T10:04:33","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=9527"},"modified":"2024-05-23T07:44:23","modified_gmt":"2024-05-23T11:44:23","slug":"ppc-or-seo","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/ppc-or-seo\/","title":{"rendered":"PPC or SEO? Choosing Based on Budget & Maximizing Your ROI"},"content":{"rendered":"

Marketers working with a limited budget often face a tough question when considering pursuing PPC<\/a> or SEO<\/a>.<\/p>\n

They ask themselves:<\/p>\n

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\u201cWhich one is right for me? And how do I make that call?\u201d<\/i><\/h3>\n<\/blockquote>\n

If you\u2019re in the same boat–don\u2019t worry. You\u2019re not alone.<\/p>\n

The answer to this question isn\u2019t a quick or simple one, but there is a way for you to answer this question and create a strategy that helps you get the most out of your budget. (And that makes you<\/i> look good to the leadership you\u2019ll be reporting back to.)<\/p>\n

In this post, we\u2019ll walk you through the decision-making process for choosing PPC or SEO, we\u2019ll talk about the many factors you need to weigh and consider, and then–when you\u2019ve arrived at the most viable option for your situation–we\u2019ll cover some strategies for lowering your Cost Per Acquisition<\/a> so that you can truly maximize the budget you\u2019ve been allotted.<\/p>\n

SEO and PPC: Pros and Cons<\/h2>\n

SEO and PPC are very different avenues, but both have pros and cons. Let\u2019s look at the benefits and downsides of each of these options.<\/p>\n

\"seo\"<\/a><\/p>\n

\"ppc\"<\/a><\/p>\n

But this is just the beginning. Next, let\u2019s look at two main options for determining which marketing activity makes the most sense for your business.<\/p>\n

Making the Choice: Consider Your Options<\/h2>\n

Aside from the pros and cons, there are a couple of different options you can consider that will help you make a strategic decision about moving forward with PPC or SEO.<\/p>\n

Option 1: <\/b>Launch a PPC campaign based on select keywords and automatically get the data to make a business case for the viability of pursuing organic rankings in the long-run via SEO.<\/h3>\n

How do you choose your keywords?<\/i><\/p>\n

Start by coming up with a list of the keywords and phrases that are most relevant to your business, products, and average customers. You\u2019ll want to be specific so that you\u2019re not casting a net that\u2019s too wide–you want to be as relevant and accurate as possible.<\/p>\n

So, for example, say you own a shoe store. Instead of using a keyword like \u201cwomen\u2019s shoes\u201d, you\u2019d want something more specific, like \u201cWomen\u2019s Brooks running shoes.\u201d<\/p>\n

From there, using a tool like Google\u2019s free Keyword Planner<\/a>, you can get a better idea of which keywords are realistic for your business. This tool shows the average bid per keyword, search volume, as well as the level of competition for each different keyword or phrase (as seen below.)<\/p>\n

\"google<\/a><\/p>\n

From there, you can launch a PPC campaign based on your most realistic and relevant keywords and get some initial data that you can share with key decision-makers that indicate whether or not the PPC avenue makes sense for your business goals.<\/p>\n

Option 2: Go the organic ranking route with SEO.<\/h3>\n

If you\u2019re within a price-sensitive industry or an industry with tight margins, SEO may be worth exploring. After looking at competitors or other pages your site ranks for organically, you may find that the only way to get ROI is without paying for the initial click.<\/p>\n

If you have to pay for an initial click and it still only convert less than 2%, it\u2019s hard to make a business case for the ROI of PPC. To solve this, you need a higher conversion rate, a lower CPC<\/a>, or better organic rankings<\/a>. SEO may be the route to go.<\/p>\n

But wait! That\u2019s not the end of the decision-making process when weighing PPC vs. SEO. Next, let\u2019s look at some of the other key factors that should impact your decision.<\/p>\n

Consider Important Factors<\/h2>\n

What are your goals\/objectives?<\/h3>\n

Based on the pros and cons we discussed earlier, you can see which route better lines up with your goals and objectives. However, you need to establish some basic metrics that act as benchmarks so you can gauge the success (or failure) of your efforts within a realistic window of time. These will keep you from overspending on efforts that aren\u2019t producing enough ROI.<\/p>\n

What\u2019s your budget?<\/h3>\n

When it comes to costs for PPC or SEO, your project needs will inform your cost in most instances. If you\u2019re hiring this work out to an SEO or PPC agency<\/a>, your rate will depend on project scope, need for CRO, link-building, content, and additional work involved. Keep in mind you\u2019ll need at least 40 hours for a solid SEO project.<\/p>\n

A Moz survey<\/a> indicates a few of the following average price points for SEO and PPC work:<\/p>\n