Robert Steers

PPC vs SEO - which one works when?

Adwords and SEO are two different things, which one should you use when? PPC Adwords are strategic, and SEO is an ongoing process. 

When does SEO work?

Building, and raising, an online profile takes time, effort and skill. SEO isn’t just about links, or just quality web content. It too can take time and money that might not see a return if done incorrectly. It is certainly more fickle than an Adwords campaign. However it is generally a far more profitable strategy for long term lead generation. In some markets, where there is little competition for certain keywords, one good link from an online directory can be enough to give a website a front page berth. In fact this would be the case with almost all local markets, and local keywords, where there are less than 10 competitors looking to make the front page.

When is a Google Adwords campaign a good idea?

Spending money on Adwords can be a very effecting marketing strategy in the following scenarios;

The strategic campaign

Got a short term offer, or event, that might last for one day or two weeks? Adwords is a great idea for this. 

Where SEO is expensive

Effective, long term SEO can be expensive in highly competitive global markets. International insurance companies are a good example. If you found the right target, and could convert, almost any form of ppc would work better than attempting an SEO campaign in a competitive market.

Where you are branching out into new markets

If you are an established player in one market, and you are looking to move into a new area, Adwords, or some other ppc campaign,  might be your best and only option for an online marketing campaign. 

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