PPC or SEO what are the differences

PPC or SEO: what are they and what are the differences between them? To star in the organic results or to create a crazy sponsored “hype”? That is of course the question. But what are the differences between organic SEO promotion and sponsored PPC and which one is best for your business? You will immediately find out everything

Whether you are attracted to the marketing side of the business or whether all you are interested in is collecting leads from it, it is clear that you must at least understand the foundation on which all digital marketing for businesses rests and which directs you to correct, accurate and efficient moves. Organic promotion and sponsored promotion are the two ways on which the theory of marketing in the search engines is based on the network and, in principle, both are intended for the transfer of leads to the business.

What is organic promotion?

Organic promotion or in short SEO (Search Engine Optimization) is the process of improving the website in order to match the requirements of the search engines, which will result in its increased presentation in the eyes of surfers and thus maximize their possibility to enter your website and order services and products from it.

How do you do that? It is a complete and continuous process, which never has an end point. The promotion is mainly based on parameters established by Google (the main and most popular search engine in the world) and which every site should implement in order to be displayed to surfers in the search results. As we know, any reasonable surfer will not dwell on the search results that are on the second and third page, which usually leaves him with the 10 results that are waiting on the first page only. The more you fulfill the requirements for promotion on the site at the technical, program and visual level, the more Google will “love” you, will give the site a higher rating and the likelihood that it will be displayed to surfers on the first page of results will increase. This is actually the whole purpose and goal of the promotion work.

What is sponsored promotion?

The sponsored promotion or in short PPC (Pay Per Click) is the possibility to immediately bring surfers to your website through advertising. Surely you have often come across the mention of “ads” in the presentation of Google results that are added to the normal search results (that is, the organic ones) as well as in social networks, which make it clear which posts are presented authentically by groups and friends and which ones “pop” to you as a paid promotion.
And so in fact, instead of Google having to “love” you as it should do as you improve the site according to its requirements, you can simply pay it (or alternatively the social network where you market) to reach the top of the results and invite the surfers in.

When do you choose an organic promotion and when a sponsored one?

In the world of professional digital marketing, there is actually no clear preference for one of the two as both are important. At the same time, while you can continue to market very successfully even without doing sponsored promotion on Google, you cannot market successfully without organic promotion, so it will always come first in the order of priorities and will remain long after the sponsored advertising budget ends.

The question asked here is mainly a business one: will a certain organic action give me the desired effect, or is it better to promote in a sponsored way?

To answer the question, let’s take as an illustration a flower shop that is based on online flower and balloon deliveries. As much as the shop would like those who are looking for “flower shop” “flowers for Shabbat” or “flower bouquet for the mother” to come to it – it is important that you devote attention and the necessary resources to the work of organic promotion, which will ultimately lead to the business being in the top results.

But what happens during the store’s “peak” dates when it will certainly want to signal a sale, strengthen the advertising system for the holiday, even announce the arrival of rare seasonal flowers that must be snapped up quickly? In these places, it is desirable for the business to operate in the way of sponsored promotion, which will allow it to attract an increased audience and prepare for increased marketing at known and pre-planned time points.

Therefore, it can be summarized as follows:

as much as the website wants to stand out as a relevant result for surfers at the top of the Google search results – it must carry out organic promotion in a regular, regular and professional manner.

As much as the site wants to stand out on special sales days, promotions that should not be missed, to strengthen the existing sales system and to better cultivate the audience’s awareness of its existence – quality campaigns must be planned for the purpose of their paid publication.

Advantages and disadvantages of organic promotion and sponsored

sponsored promotion

It is suitable for all types of businesses, so the audience searches and the campaign comes up, or they browse social networks, are identified as a potential customer and then the campaign is shown to them. In addition, through PPC it is possible to collect leads in high quantity and quickly, while taking advantage of opportunities to present a relevant offer (end of season, sale, new product launch) and do it “here and now”.

At the same time, the sponsored promotion has considerable costs and the more competitive the field, the more expensive they become per click. In addition, each campaign is limited in time so that it is necessary to plan, produce and set up more and more campaigns each time.

The organic

SEO promotion allows websites to maintain compatibility with Google. When the site understands how Google “thinks” and reacts accordingly, it actually understands its surfers. This will yield effective ratings, greater traffic (visits to the site) and also a long stay of users within the site.

The disadvantages of organic promotion lie mainly in the intense, ongoing and perhaps also Sisyphean work in promoting the website, which will manifest itself for some business owners in a point of erosion where they will neglect the promotion and lose a significant part of the results achieved. This can be overcome through long-term work with a professional promotion company.