Search Engine Optimisation SEO Vs. Pay Per Click PPC (Google AdWords) Marketing #TOMCTips

The Online Marketing Co. #TOMCTips

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Welcome to another The Online Marketing Co. #TOMCTip. In this short video, our Marketing Specialist, Sean Keane, talks about the difference between the 2 most common online marketing strategies, Search Engine Optimisation / SEO and Pay Per Click Marketing / PPC / Google AdWords.

We, as a marketing company are often approached by businesses and business owners and asked:

“which is better search engine optimisation or pay per click?”

Well, this is a bit of a “How long is a piece of string?” question. Both can be powerful tools when managed correctly, however they have their own pros and cons.

Search engine optimisation or SEO is a long term strategy used to drive more organic traffic to your website. Organic means the customer or click has not been paid for, they are simply there because your website is ranking well on Google.

Search engine optimisation works by optimising your website and content using hundreds and thousands of little techniques that will effect how Google grades your website. Ultimately, ticking all of Google’s algorithm boxes.

“Well, can I do this to my own website?”

Yes, you can. But how do you know where to start? Using the techniques that you find online will only take you so far. This is because if you have been able to find it, so have your competition, meaning you will still be on the same level as them.

True, effective SEO techniques are kept close to the chest and usually only known among people who study website behavior. Like us!

Now it’s important to know that SEO is a long term strategy. This means you will not see significant results overnight. This is because SEO works by building a bond between you and the search engines. A sense of trust.

The more SEO work you put into your website, the shorter the rank delay will become. Almost like building up momentum, at first the effects will be slow, but the longer you run the more powerfull it will be.

Pay Per Click PPC or Google AdWorks is a completely different kettle of fish. PPC works around a bidding structure between you and your competition whereby you only pay when your ad is clicked. However, it isn’t as clean cut as people may think.

Ad position is not determine by bid value alone! Google also takes content quality into consideration. Therefore ensuring the page that you ad is linked to is right plays a big part in performance.

So your content looks good. What next? Ad relevancy. Your page may be structured great and tailored towards window fitting, but if you run your ad targeting UPVC doors, chances are you won’t come out on top no matter what you bid. It is highly important that your ad is relevant to the content you link to.

Finally we move onto bid value. What should we bid? Well there are many variable here too. Average bid value will vary greatly depending on device, time of the day, day of the week, location etc… and not all industries are even.

For example, an ad for a Chinese takeaway will be much more expensive on a Friday night and almost free on a Monday morning. It’s not rocket science, just some out of the box thinking. Therefore, by setting your bid at a fixed fee will more than likely end up in you spending your budget at the wrong times and won’t see anything for it.

We, as an online marketing company, are able to analyse industry data and optimise your ads to get the most for your money. Our fee will be added on the top, but the results you see should be well worth it!

So, to summarise. SEO is a long term strategy which will have more permanent effects and PPC is a faster method but can work out more expensive in the long run.

As if this wasn’t enough to take in, it’s also handy to know that these 2 strategies compliment each other when run together. This is a story for another time! If you can’t wait, get in touch and we can dive deeper for you!

Get in touch with our helpful marketing team today who will be able to talk you through all aspects of marketing and iron out them uncertainties. Best of all, this won’t cost you a penny.

Call Us: 0800 0025 177
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Flint, Flintshire, North Wales (near Wrexham)
Chester, Cheshire
Liverpool, Merseyside

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