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Several businesses grapple with their content to get in front of their target audience. So, to help your audience to get to you, we’re breaking down two chief marketing initiatives: PPC and SEO.
Pay-per-click (PPC) marketing, involves making ads featuring at the top of search results. The advertiser buys traffic to the site by spending a minimal charge each time any viewer clicks the ad.
Search engine optimization (SEO) includes optimizing your eCommerce website to boost the rankings of your organic search and direct more traffic to your site. Although it’s free of cost, it requires a lot of effort.
In this blog, we’re exploring paid vs. organic search and sharing the most common circumstances to leverage both strategies.
Organic Search vs. Paid Search: Opportunities For Using Each
The initial step to organic vs. paid search is determining your target audience. Understand buying personas and profiles of the shoppers to define your target audience precisely.
From there, build a strategy that brings your content in front of your audience. It’s essential to note that one strategy is not better than the other, and the decision depends upon the unique requirements of a business.
Paid search is one of the best-known forms of PPC. The ads you see at the top of SERPs – search engine results pages imply that it’s a paid commercial.
In case you’re looking to take advantage of PPC for your business but are confused if it’s the right decision or not, then we suggest contacting a certified PPC eCommerce agency to understand how they can help.
For now, we are jotting down some most common circumstances in which paid search is the best move.
When Wanting Instant Results
Ranking at the top in the results of organic search with SEO is a time taking and difficult process to maintain. It’s absurd to expect returns in a short period as SEO is a long-term strategy if you want to drive and keep up site traffic.
On the contrary, displaying paid ads to a suitable audience is bound to drive notable results. As stated by HubSpot, PPC Ads can raise awareness by 80%. So, if your goal is to get instant results, we suggest using paid search.
When Targeting a Very-Specific Audience
If you’re counting on targeting a highly-specific audience for advertising, then you should use paid search. The chief feature of paid search that it offers which SEO does not is its narrow targeting capabilities.
Facebook is an outstanding model of a social media platform, offering PPC advertising. Although location and demographics are of the most common criteria for targeting, Facebook’s ad targeting gives a wealth of various options like age, interests, sex, life event targeting, languages, custom audiences, lookalike campaigns, and much more.
Dividing prospects based on these criteria guarantees your content is viewed by the coveted audience and helps to direct traffic to your website.
When There’s a Limited Time Offer
This one corresponds to wanting instant results. If you’re working on a time-sensitive promotion or offering something for limited-time, undoubtedly paid search is your key to the lock. Paid ads will do your job and drive the desired results in a brief amount of time.
When Priority is Ranking
Anyone with a basic knowledge of paid vs. organic search understands that paid ads rank above the results of organic search. If your chief aim is to rank at the top of SERPs to improve Google AdWords conversion, then proceed with using paid ads.
In the era of the highly competitive eCommerce market, numerous businesses strive to appear in the results of organic search. Investing funds and resources into PPC advertising is tied to ensue high rankings; but, these tactics aren’t always sustainable.
We prefer organic search as it has lasting value. Businesses that strive to manage and optimize their SEO strategies harvest the perks when their pages appear at the top.
If you’re considering to increase your presence in organic search and draw in new customers, we suggest collaborating with a certified eCommerce SEO agency devoted to using both technical and non-technical SEO tactics to help your business thrive.
Now, we will be sharing some common examples in which SEO is the most viable choice.
When Requiring Consistent Outcomes
It may take many moons to a year before any business begins to see fruits of their organic search efforts. Even though it may look a bit annoying, but we ensure it’s a manageable process. So, investing your time in practicing and developing patience will help you improve your organic rankings.
Relish the advantage of maintaining constant traffic to your eCommerce website once your pages rank at the top of organic search. Keep improving and maintaining your strategy to rank high for an extended period.
When Establishing the Authority of a Website
An authority website is a source of information that people go to for trusted and reliable information. If you’re working towards establishing the authority of your website, SEO is an ideal step to take. Authority websites generate large numbers of traffic based upon optimized web pages, URLs, and uniquely relevant content.
To rank at the top in organic search, boost your off-site SEO with more and more backlinks from authority websites. These backlinks will show the credibility of your website to the search engines as it is “backed” by a reliable, authority site.
When Improving Website Value
If you’re looking to improve the value of your eCommerce website, we recommend leveraging best practices for SEO. Consider websites as real-estate on the internet, and there are plenty of reasons to raise their value.
So, leverage SEO and optimize your strategy to improve the traffic of your website, organic search rankings, and backlinks from authority websites.
Whether you’ve encountered these instances before in your business or required explanation as to when it’s most useful to leverage paid and organic search, we hope this blog has served to give you a better understanding.
Usually, we suggest using paid search to get instant results, promote a limited-time offer, target specific audiences, or assure a high ranking. Also, we recommend organic search to make consistent, establish website authority, long-term results, or grow website value.
If you have any queries about leveraging SEO or PPC for your eCommerce business or would like to learn more about how Axtrics can help, contact us through the form below. Our team will be in touch!