Unlike other game books, which contain process diagrams, operating procedures, and values, digital marketing books are drastically different.
For starters, the digital marketing guide consists of a voluminous repository of keywords, search words, and tracking data that includes sources of information — display, video, social, and search — that lead online users to brands or business websites.
However, although the online space is becoming a quagmire – chaotic and competitive – the two phenomena of interest are SEO and PPC. They are so deep that a particular SEO or PPC agency and around the world are trying to find meaning in a scattered and surreal digital universe. Among the several platforms, prominent, leading to concrete results, are the ads on Facebook.
Open the floor with SEO and PPC
Now that the set of digital marketing puzzles revolves around these two phenomena, we begin by understanding them in detail. SEO or search engine optimization involves a scheme that helps your brand drive traffic, including both quality and quantity, to your business website through SERP rankings. In simpler words, SEO is a natural or organic tactic to generate lead and only deals with unpaid search results.
Pay-per-click advertising is a paid advertising strategy in which the advertiser receives a fee when an online visitor clicks on the ad. In essence, this is a tactic that involves buying visitors or clicks. Other concepts that make PPC a byproduct are clickthrough rate and impressions. Both are different and if your brand or business benefits from PPC advertising services, it is paramount to understand them.
Clickthrough rate or CTR is the percentage of online users who click on your ad or product ad. The impression metric is the number of screens that display ads or digital content. Even if an online visitor sees it and shakes it, it counts. Simply put, CTR is an action-based metric, and impressions are a non-action-based metric.
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Advantages of SEO
Search engine optimization is ideal for companies that want to increase their organic traffic. Although obtaining organic traffic is a challenge, it leads to a higher return on investment or return on investment. This is because brands do not have to spend money on every keyword they intend to rank.
Moreover, SEO provides higher reliability and sustainability. Because it runs on organic traffic, it is long-term and is not easily reproduced by competitors. Brand awareness and visibility levels deviate from the rankings once your business or brand features are at the top of a search engine like Google or Bing.
Disadvantages of SEO
SEO is time consuming and slow and can take several months for your business or brand to gain traction and traffic. Another disadvantage is that SEO is continuous and uninterrupted. That said, your company’s website or any page will never be fully optimized. The only way to do this is by constantly investing and upgrading your site with content.
Advantages of PPC
PPC is a strategy aimed at increasing niche visibility. A way to help achieve this niche-targeted visibility is Google Ads. Spending money on this helps to increase the brand’s presence and recall value in the minds of consumers and visitors. If you’re considering creating a Google Ads account, it’s important to keep a checklist in mind.
Enter a search query and you’ll see several paid ad links at the top of the page; this makes it a quick visibility for your brand’s promotions and campaigns. Brands can target a specific set of users using demographics, including age, location, date and time, and more.
Disadvantages of PPC
The financial aspect is quite significant and the costs of advertising and promotion can increase dramatically. One of the values in the business handbook is – the more pay, the better the results. Complicating this is the competitive landscape for keywords, which is already quite dense and increasing for further growth. PPC works on bidding; researching and selecting keywords is quite time consuming.
PPC risks click fraud, in which companies use manual clicks or low-quality software to simulate human clicks from different IP addresses. Another disadvantage is that it is easily reproduced. The reason is that such information is available to companies through several tools such as Audience Overlap Tool and Outperform Target.
Switching SEO against PPC Bridge
Given the pros and cons of both approaches, there is no definite answer as to which is better. Much depends on the time you need, the urgency, the industry and the budget.
The ideal world involves a combination of SEO and PPC through synergy. This is similar to the statement that the whole is greater than the sum of the parts. That is, SEO and PPC, when combined, lead to results that are far greater than those achieved separately in the following ways:
- For high-performing keywords, overall traffic may increase when targeting both paid and organic clicks.
- High cost keywords or low conversion keywords can be moved from PPC to SEO to limit the financial burden.
- PPC tactics can make an excellent forum for keyword testing before moving on to SEO.
- When combined, overall brand awareness, credibility and confidence increase.
The digital game book is constantly evolving and far from static. This has made the online space a swamp for advertising and branding. Whatever you say, the digital marketing gambit revolves around the phenomena of SEO and PPC.
The first helps drive organic traffic, and the second is a paid advertising strategy that helps target a niche audience. Both tactics have advantages and disadvantages and there is no clear answer as to which one is better. The deep method is to cross the SEO and PPC bridge and combine them to increase the overall awareness, credibility and confidence of your company and brand.