Many are always in the hunt for better visibility of websites in search engine results, and the three main strategies often considered are pay-per-click (PPC), search engine optimization (SEO), or merely the affability of social media. And while the end goal of each is essentially the same, marketers still have a hard time choosing which one works better for them, because all three have their own sets of advantages and disadvantages. To know which marketing strategy is best really depends on what one intends to gain from the marketing campaign.
For companies who want to connect with their customers on a more personal level may benefit more from the workings of social media since this allows the construction of a brand and a loyal customer base. Pay-per-click, on the other hand, supports direct sales as it speaks to customers looking for what one is selling when they are searching for it. The magic of SEO is suited to those who are focused on organic traffic. But to better gauge the three, let us dive deeper into all the pros and cons.
The pay-per-click strategy means paid visibility. Paid search results land on the top of the traditional result pages. It may increase the visibility of one’s website, but the downside of this is paying a costly amount to get it done. While its price might weigh down things, it definitely is the way to go if one wants to have more control over the brand message.
PPC ads give companies the space to consider calls, locations, site links, and bullet and price points. Furthermore, PPC features a laser-targeted approach to appear right in front of potential buyers. It is highly customizable, too, allowing quick change of language, search keywords, geography, among other things. With PPC, it is effortless to scale up quickly. One can bid higher to make ads more prominent.
Using SEO garners awareness for the e-commerce brand. Being visible in the search engine by utilizing targeted keywords attunes the brand to potential buyers. SEO, in this way, works the same magic as an advertisement that creates brand awareness. Making use of this strategy also increases credibility because there are many users who prefer and trust organic search results than paid ads.
On top of this, SEO gathers a healthy amount of traffic to websites, and with increased traffic comes more occasions to boost awareness with regard to one’s business.
Today, many social media platforms are already allowing paid advertisements. The main difference between social media and advertising against, say, Google, is that one pays no matter how many clicks and impressions are reaped. This may be its disadvantage. However, the great thing about this kind of advertising is that even though it can get costly that the other two strategies mentioned above, it is proven to be more effective in bringing in prospects and building brand awareness.
Social media, with its highly visual environment, has the power to engage users on a more intimate level. Another worth noting here is that social media will work out well for brands that are not too promotional and pushing for sales because this is a space where individuals love socializing and sharing information. Instead, come up with other creative ways to attract other people to the brand.
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