Though they are distinctive approaches to Search, Organic and PPC provide a strong value proposition to users when implemented together into a Search campaign. Organic and PPC Search campaigns drive legitimacy for the user and prospective customer. Click-Through Rates see increases in these dual search initiatives. For Organic and PPC, their significance in establishing an effective Search program is their most important similarity.
It is easier to draw distinctions between Organic and PPC Search. The course you decide to take depends on your Search needs and what you are looking to accomplish in your campaign. Going organic enables your search program to generate long-term growth through efficiency. The cost of an organic campaign is far less than PPC. Organic campaigns produce more clicks and give your business, product or service the potential for vast exposure. Organic Search engages the user at the “moment of relevance”. This is when a user is actively seeking information on a product or service of interest. Going organic maximizes highly relevant traffic while building brand equity and consumer trust.
Still, there are contrasting benefits to PPC. PPC provides users with complete control over their campaign, the manner in which it is managed and how the campaign is ranked. Also, PPC offers quick, short-term results and generates ranking based on accuracy, not assumptions or projections.
The success of a search campaign is ultimately defined by ROI. In order to drive the biggest bank for your Search Marketing buck, consider launching a coordinated SEO/PPC campaign. By integrating Paid and Organic, you can position your Search iniative as a short-term and long-term results driver.