Many business owners believe that PPC and OSR / SEO are one and the same. However, this could be further from the truth. There are so many factors that go into PPC that differentiate itself from SEO that it really is appropriate to say that it is apples vs oranges.
PPC is the advertising strategy of paying google for ad placement on the top of google.
For example this:
Every time a legit user clicks on that ad placement, Google will charge the business owner $x.00 amount per click. This can range from anywhere between $.10 per click all the way up to $100.00 or more for exceptionally difficult keywords like home loans, payday loans, bail bonds, and forex trading. Some of the advantages of PPC advertising is that it places an ad immediately at the top of the page for a given keyword whereas an efficient SEO company such as Jack Kim SEO which you can click here for more information. However, a big con is that these clicks add up quite a bit and it is imperative that these clicks result in a high CTR (click through rate) meaning that after they check out the website, they follow through with the CTA (Call to action) such as filling out a form for a quote, or calling the business for more information. Typical CTR is between 5-10%. Using this math, you can utilize google adwords keyword tool to check volume of searches, recommended price per click (although this can WIDELY differ from the actual cost to run the campaign) to figure out how much potential ROI (return on investment) that you can receive on your PPC campaign. Therefore, PPC is most appropriate for businesses that have high-ticket items such as lawyers, dentists, insurers, financing, etc. This is also why they tend to be the most expensive per click which almost seems like a catch-22.
SEO on the other hand, is completely different. Rather than paying Google for ad placement, an SEO agency will begin a marketing campaign and linking strategy that pushes a business website to rank higher for keywords organically.
For example, while there are ad placements on the picture below,
the websites under that are the organic search results. Interestingly, study has shown that most people have subconsciously trained themselves to immediately skip the PPC ad listings and go straight to the organic results. This is due to the fact that people find organically ranked websites to be more authoritative and therefore trustworthy than the advertised websites. In fact, study shows that people are 8.5x more likely to click an organic result than a PPC advertisement. However, SEO and Organic Search result services are not cheap (at least not the good ones … from India *cough* and other foreign places. In fact, there is so much dishonesty and agencies not delivering on results that the whole industry has become distrusted similar to mechanics and used car salesman. A lot of people say they know SEO, but don’t actually do SEO in the first place. Sure they may charge less, but if they’re not getting results, then the cost might as well be a sunk cost to the business. True SEO marketers understand that most results take time, effort, and resources to push a website to the first page and to the top of the pack. Anyone that promises the world and that rankings will hit immediately should be a sign of a red flag. One way to vet SEO agencies is to search for your city + SEO. These are people that actually compete against other SEO agencies to rank organically for the search term, so if you know they place on the first page and –even better- at the top of the first page, then you know they actually do what they say they can do. For example, Jack Kim with jack Kim SEO has been able to rank many of their websites on the top of the page for those keywords, proving competence in the regard.
SEO vs PPC both have their advantages and disadvantages. Either can lead to a successful campaign and positive ROI, but please do your homework and choose a good company or else you will surely be wasting your money.