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PPC Vs SEO: Pros, Cons, & Which One Should You Use?

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PPC Vs SEO: Pros, Cons, & Which One Should You Use?

Are you thinking of investing in a business and are unsure about how to reach millions?

Well, if you are starting in the business universe, you definitely need to know and understand the significance of brand presence. When it comes to digital marketing and advertising, PPC Vs SEO is one long-standing debate you will come across without any doubt. While PPC Vs SEO is a legitimate comparison, it is most of the times viewed from a misguided standpoint.


Many small businesses and marketers consider PPC and SEO as mutually exclusive. And if you are also one of those people who approach these marketing tactics like two warring factions, then you surely would be missing out on tons of profitable opportunities. You cannot simply declare one better over the other on all accounts. However, if you are left with a tough call with PPC Vs SEO because of budget constraints, then it all comes down to understanding the goals and needs of your business.

1. Did you know Google owns almost 71% of the search engine market share?

This obviously means all the other search engines, such as Bing, Yahoo!, and Baidu go far behind. The only way to take advantage of this staggering big number is through Pay-per-click and Search Engine Optimization advertising, or maybe keep it PPC Vs SEO.


Before getting into more details and sorting out which one works best for your newly launched business, let’s have a quick overview of what both these terms actually are.

2. What is Search Engine Optimization (SEO)?

This is the process of optimizing websites and webpages in order to raise their organic search visibility in different search engines, such as Bing, Yahoo!, and Google. These search engines use algorithms to assess which web pages and sites to show for special queries in the search engine results pages (SERP).

organic search visibility in different search engines

3. What is Pay-Per-Click?

As the name suggests, advertisers have to pay publishers for ads that are clicked in this advertising technique. One popular example of PPC advertising is Google Ads, which was formerly called Google AdWords. It is often considered a synonym for “paid search.”


In PPC advertising, an advertiser bids on key phrases and keywords relevant to their industry. Social media PPC has gained a lot of traction in the last few years and has helped users find businesses based on their interests and behavior.


Now that you have an idea of what these marketing tactics are and how they work, it is time to even out the playing field in PPC vs SEO.

Pay-Per-Click Advertising

4. PPC Vs SEO: The Difference Between SEO and PPC

To be clear, there are two primary differences between SEO and PPC. Firstly, a paid ad is displayed at the top of SERP, while an organic listing appears right below the paid ad.

Secondly, traffic coming from paid ads is “pay-per-click,” while traffic displayed from organic listings does not cost anything at all. But how does that put an end to the PPC Vs SEO argument? Well, for that, we might have to dig deeper and understand the merits and demerits of both the advertising strategies.

Differences Between SEO and PPC

5. Pros and Cons of SEO

Search Engine Optimization is mostly preferred by small businesses, probably because it can generate traffic without even costing you a penny. You just need to know how to do it right.


While SEO might have the power to push websites on top of the organic search results, but it does take a lot of your time, consistency, and energy. And, if you have been in the business for quite some time, you might know that time is money. So, technically it is not really free!


SEO involves valued content that is expensive to create and depends on the niche you are in and the toughness of your competitors. For instance, if you are to create a high-quality blog website SEO copywriting, then it would take you up to 5 days or more, with all the unending proofreading and editing. On the other hand, PPC is a much easier way to promote the blog, and this, the business. So, what exactly are the pros of SEO, and why content marketing services today are so passionate about it?


Let’s uncover the SEO pros for that.

Search Engine Optimization is mostly preferred by small businesses

SEO Advantages

Below are the benefits for the PPC Vs SEO debate:

1) SEO costs a lot lesser than PPC

Imagine a blog or article you wrote is ranking for more than a hundred thousand keywords and is generating hundreds of thousands of views every month through website SEO copywriting.
Now, if you are supposed to pay for all the generated traffic via PPC, it won’t be wrong to say that it could set you back millions of dollars annually.

Thus, investing in quality content is a lot cheaper than spending thousands on paid search in the grand scheme of things.

2) More clicks can be driven by SEO

When most searches ignore all the paid ads out there, it is translated into organic search results, getting more than 70% of the clicks. The fact that PPC occupies more of the above-the-fold content is a plus point of SEO that has to be considered.

In due course, it pays to understand searchers’ intent. But keep in mind, clicks are completely different from conversions.

3) Compound Over time with SEO

Another reason SEO wins the PPC Vs SEO contest is its ability to bring in compounding ROI (return of investment) over time. For instance, if you are a digital firm offering Infographics Development Services, Website SEO Copywriting, or any other related service, and decide to run a content marketing campaign one day with SEO. Within a 6 to 7 months span, you will get results much bigger than paid ads even if you slow down generating content for a couple of months.

In short, SEO is a long-term investment for which you do not have to pay rent every now and then to stay on top of the rankings.
But just like anything else, SEO is not flawless and has its downsides. Here are a few disadvantages to consider before firming your online advertisement decision:

Downsides to SEO

Ready to hear the other side of the story?

Keep reading to find out.

1) SEO Takes Time to Gain Traction

One thing that convinces you not to take SEO’s side in PPC Vs SEO is that it can take quite some time, or let’s say A LOT, to yield any progress. And that can be very discouraging in the beginning when you look forward to things to kick in quickly.


This is why SEO is known as the “long-game.” You cannot expect progress unless and until you have MADE progress. However, once you are capable enough to build momentum, the SEO machine will run itself, your content marketing services are ahead of the game.

2) Dependability on Volatile Algorithms

Did you know Google rolled out 3,243 SEO algorithm updates in 2018?

Now, imagine keeping up with all those updates. Not a piece of cake for sure!


SEO is believed to give a better ROI, but the chances are quite low and uncertain. The worst-case scenario is that most big and small businesses out there suffer from traffic dips update after update. If, by any chance, your website is hit by all these penalties, then a ton of work would be needed to recover from, let the time alone.


How to avoid this? There is no foolproof technique for this, but the only thing you can do is sticking with search engines’ guidelines as much as possible.

3) Expert Content is a Must!

This is probably the most important thing to keep in mind. A great part of SEO hinges on relevance and authority. In other words, you need to on the beam as far as content is concerned. The fact that SEO is cheap, niches are getting more saturated, and the competition even more cutthroat.

Eventually, it will set the bar of authoritative content.


Before you decide to choose SEO in PPC Vs SEO, hear out for PPC!

Pros and Cons of PPC

You can earn up to $8 in profit for spending $1.60 on Google Search Ads, and that is HUGE!


After all, nobody would want to say no to a solid ROI.

Advantages of PPC

So, what exactly makes PPC a viable search advertising tactic?
Follow the benefits below to find that out.

1) Get Quick Results with PPC

One of the first things an online business or publisher wants is faster results, and that is only possible if you avoid choosing the later in PPC Vs SEO.


PPC can pay you off in flash of light if you are meeting people’s intent and following the best PPC strategies. Whether you are an infographics development services agency or have content marketing services, waiting for weeks would never be the case for you.

2) It is buyer-oriented

To spill the beans here, PPC tends to get more conversion because it is made for all those who consider to buy it.


If your business goal is to sell, no doubt, PPC is the only way to make that happen.

3) Adaptability with PPC

The advantages of PPC do not end on getting progress quickly. There surely is more to add to the pros list.


Not only does PPC give you the chance to run your advertising campaigns in a flexible way, but also will it allow for narrower targeting by coordinating with multiple data points, such as location, demographics, etc. And how does that benefit you?


You get to have more control over your ad spend.

Drawbacks of using PPC

As they say,” all the glitter is not gold”, PPC has its own drawbacks in the PPC Vs SEO.

1) PPC Means Blowing Your Budget

Keeping in mind that the highly saturated niches out there, including loans, credits, and mortgage, are highly competitive, you will have to fort out a considerable amount to beat the competition. And if you are not doing it the right way, then know there is no other way around it. You do not want to pay more on the ad than your product, so watch out and do your research first.

2) Bear Constant Tweaking with PPC

If you are lazy with the marketing campaigns, you already know this is not for you.


PPC requires constant changing and tweaking because the longer your campaigns run, the less effective they become. You need to edit your ad copy on a regular basis, which can rather be expensive and demanding.

PPC Vs SEO: Which Is Better?

Let’s admit, you cannot just pick one without taking the unique situation of a given company or business into consideration. And, if someone tells you one overweighs the other with zero content, you need to run fast. There clearly is no such thing as the best marketing tactic in digital marketing and PPC Vs SEO game. Again, the question is misguided. It should instead be, “When to Use SEO and PPC?”

To sum things up:

Search Engine Optimization is what you need if you are planning to have a long-term and sustainable tactic so that consistent customers and leads could be brought in. Though it might keep you awaited, it will give you a consistent lead generation at a relatively cheaper rate.


On the contrary, if you are impatient with progress and are in dire need for results, ignore the SEO advantages and lock PPC for your marketing campaign. The results are guaranteed!


That brings us to the only question to raise, “Can both these strategies coexist?”.

Yes, that’s right, and that is certainly possible as well!
PPC and SEO are not at all mutually exclusive by any means, and that is why many businesses implement both to have the shekels to go all about. This way, not only can you get more data to gather and asses, but also learn more about your target audience and utilize it to sharpen your marketing knife.

That is all for the PPC Vs SEO debate. Hopefully, you have already figured out what to choose for your business.

In the meantime, if you have any queries, let us know in the comments section below. And, if you are looking for a digital firm to offer the best web designing, web development, and content marketing services, Brandeszk is the perfect solution to all your issues. It will get it all covered without you having to worry about it, and that too, at the most affordable rates.

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