The days when no self-respecting SEO would contemplate using a pay-per-click (PPC) campaign are now firmly past. PPC is just another tool in a website’s arsenal helping it develop and get traffic when it needs it the most and nothing else will work fast.
As such it has to be used with the precision of a stitching needle as opposed to the blunt force of a hammer. Over the last eighteen months Google has steadily refined the ability of pay-per-click campaigns to be fine-tuned in conjunction with regions, specific search topics as well as a number of search terms. This refinement has led to PPC becoming the kind of tool you wish you could apply all the time to help boost your website traffic.



Unfortunately, you can’t because it costs and those costs tend to accrue over time and deliver results which begin to eat into your bottom line. The reason PPC campaigns ran on autopilot do not work is because from month to month and even one week to another, the search trends, keywords and traffic focus within a particular search term, shift.

This requires a constant adjustment of your paid advertising (PPC) in order to maintain it within acceptable cost boundaries and get the right kind of return for the money you spend. This makes sense, so what’s the catch? Why don’t more business use PPC as a first course of action? The catch is that in order to make PPC work for your business first and Google second you need to monitor your PPC campaign closely enough to fine-tune local fluctuations, adjust for surges which may cost you a lot of money for the same amount of exposure (or less) and know when to pause a campaign in order to make the PPC budget last longer and because organic SEO has started to deliver.

These days it is no longer a tag of war between organic SEO and PPC. The websites which perform best are the ones which can take advantage of the best PPC and organic SEO have to offer, using the former to create traffic peaks when it matters the most and employing the latter in order to drive search engine ranking long-term and deliver steady, month-on-month traffic figures growth.

Here are the benefits of a PPC Campaign vs an Organic SEO plan

	Organic SEO	PPC
Main Keywords	Yes	Yes
Long-Tail Keywords	Yes	No
Instant Traffic	No	Yes
Incremental traffic increase	Yes	No
Expensive short term	Yes	No
Expensive long term	No	Yes
Better return for the money	Yes	Yes (provided it is managed properly)
Requires expertise	Yes	Yes (though it appears not to)
Increase site rankings	Yes	No
Google First Page position	Yes (organic)	Yes (paid for)

We believe that when it comes to your website and online business there are no ‘this is better and this not’ ideologies in the methodology used. The aim is to help your website get where it needs to and to help your business make money as soon as possible.

This is why, when applicable, we advise using a combination of organic SEO and PPC campaigns aimed at getting the results you need.

For a no-strings quote on our competitive SEO do not hesitate to get in touch with us.

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