"The digital native doesn't send a letter to the editor anymore. She goes online and starts a blog."
If you want to achieve the desired results online, but not spend an entire fortune for it, read this article because we'll bring you clear reasons for deciding on paid advertising or SEO. Let's say something about SEO first. Of course, it's the optimization of sites for search engines. It is also known that this segment of the business is constantly developing in different ways, and even today it is still changing. SEO starts from an independent activity and then integrates into the main part of the entire online marketing.
Budget constraints have often forced various SEO or PPC professionals to work in different ways and try to do the most they can for the client’s business. Okay, although this often happens, let's say that this situation still represents a solid budget. What if the budget is actually much much smaller? In that case, we must opt for one specific channel that will serve us in the best possible way for online promotion.
In your opinion, is it better to invest in Google AdWords campaigns or in the organic development of SEO strategy and optimization? If you are not sure, we bring you a solution...
Let's take a look at the situation on Google. Have you noticed that Google is constantly striving to improve the user experience? Recently, more and more campaigns have been launched in this direction. What has actually been improved? Well, a lot of things. For example, we now have four ad slots above the organic results and they can have multiple extensions. Also, the right side with the ads no longer exists. Anything else? We also have a zero position, displayed prices, and links on websites.
However, when we researched whether customers are satisfied with these improvements and services, we were able to conclude that those who place paid advertisements or ads have a chance to improve their business online. That's because customers and users don't see the positions of 1 up to 10 because they no longer exist. Want to check it yourself? Take your mobile phone and turn it horizontally. Don't touch the screen or scroll further on the site. What do you notice? That's right, only paid ads.
It is true that we have heard many times lately that people say that SEO is dead, but it wouldn't be wise to rush to such a conclusion. One thing we didn't say about PPC, which is not positive, is that not everyone can actually advertise on Google. Of course, there are certain conditions you must achieve and those are often not the easy ones.
So what happens if your site is unable to comply with those specific laws? All you have to do is use SEO techniques and site optimization. Of course, although this may sound like your only option now, don’t think we say it’s a bad one.
However, if your site meets all the necessary features for advertising on Google, you have to ask yourself if you'll be able to cover those costs.
We've made a small calculation to help you think about what actually fits into your budget, as well as your online business.
One rule applies to PPC, which is generally well known to everyone, and that would be - "pay and play". So, the moment you are no longer able to pay all the necessary costs for online advertising, you will no longer be on Google and ads.
Let's take a look at the costs you would have to cover for PPC. The first cost would be the maximum cost of buying customers. How much can you pay to attract new users and customers? The best advice related to this part of the cost would definitely be to calculate the total value of all your customers.
Okay, now that we've calculated that, it's time to think about your site's conversion rate. If a user comes to your site, what is the probability that he will become your customer? So, here we look at the goal that we want to achieve, but also at the reciprocity between the goal itself and the site visitors. The good thing is that you can also help yourself with Google Analytics.
The last item would be the cost per conversion. Take one product and compare its price with the conversion, and find out if PPC pays off at all. The easiest formula would be - product/conversion rate = the number of clicks required per conversion x cost-per-click = final cost-per-conversion.
Conclusion? If your budget is small and your site doesn't meet Google's ranking features, invest in SEO. After all, even when you stop working, such results will be saved, which is not the case with PPC.
If your business is bigger and more serious, and therefore your budget allows the use of PPC, after applying our formula you will be sure whether this pays you off.
