PPC vs Organic SEO: What’s the Difference? (& Which is Better?)

Keen to find the best option for improving your website’s visibility: Pay-Per-Click (PPC) advertising or Organic Search Engine Optimisation (SEO)? You’re in luck! Today, we’ll look at the differences between PPC and organic SEO, providing you with all the information needed to make an informed decision. We’ll also tackle a tricky question – which is better? Both options have advantages and drawbacks, so let’s dive into them and explore what each can bring to the table regarding cost and results.

What is PPC?

PPC stands for “pay-per-click” – a type of internet advertising that allows you to target potential customers through search engine results pages (SERPs). It will enable you to bid on certain keywords or phrases relevant to your product or service. Your ad will appear at the top of the SERP when someone searches using those keywords. Your ad will only show if your bid is higher than competitors bidding on the same keyword. Whenever someone clicks on your ad, you will be charged a fee for each click – hence the term “pay-per-click”.

One of the main benefits of PPC advertising is its ability to drive traffic to your website quickly. Unlike SEO, which takes time to build organic rankings, PPC can generate results immediately after launching an ad campaign. It makes it ideal for businesses looking for a quick boost in online visibility.

Additionally, with PPC campaigns, you have full control over who sees your ads and when they see them, allowing you to target specific demographics or geographic locations easily. Finally, because you only pay when someone clicks on your ad, it’s easy to keep track of ROI (return on investment). It makes it easier to make adjustments as needed to get the most out of every dollar spent on advertising costs.

What is organic SEO?

Organic SEO stands for organic Search Engine Optimisation, an approach used to increase the visibility of a website in search engine results pages (SERPs). Organic SEO aims to draw in more visitors to a website by optimizing its content using specific keywords. Unlike other forms of advertising, organic SEO does not involve paying for placement or clicks. Instead, it relies on search engine algorithms to consider factors such as relevance, quality, and accuracy when ranking websites in SERPs.

Organic SEO can be incredibly useful for businesses looking to increase their online visibility. Optimising your website with relevant keywords can improve your rankings in SERP results—which means more people will find your site when they search for terms related to your business. Plus, organic SEO is cost-effective compared to traditional forms of advertising, such as pay-per-click campaigns. It makes it an ideal choice for businesses with limited marketing budgets since organic SEO techniques are not associated with fees.

What’s the difference between organic SEO and PPC?

Both organic SEO and PPC are effective digital marketing methods that can help to expand your business. Organic SEO involves improving your website’s visibility without actively purchasing ads to appear higher on search engine results pages. At the same time, PPC stands for Pay-Per-Click, which requires buying ad space for a given amount of time and paying when a user clicks on the advertisement.

Both methods have benefits, but organic SEO is often seen as more desirable due to its long-term effects and cost savings compared to the short-term success typically found with PPC. Each option presents its advantages, so making decisions based on what makes the most sense to your brand and its budget is key.

Is PPC or SEO easier for beginners?

PPC (pay-per-click) and SEO (search engine optimisation) have unique challenges that can present steep learning curves for beginners. PPC tends to require more of an upfront investment as ads must be paid for, as opposed to SEO which is free but takes longer to see results from. Ultimately, whether it’s easier for beginners to use PPC or SEO depends on the individual skillset, budget and the type of project they are working on.

Those with a digital marketing background may feel more comfortable creating ads and optimising campaigns in PPC, while those who prefer content creation and organic tactics may opt for SEO. It’s important to research each option thoroughly before committing either way since both strategies require skills and resources to succeed.

Getting started with SEO

Learning the Google quality guidelines is a great place to start when getting started with SEO. By understanding Google’s rules, you will know what is acceptable and what isn’t when creating content and optimising websites. Google provides helpful resources to familiarise their guidelines, such as guides on topics like creating high-quality content, link building, and more.

Additionally, Google Analytics can be an important tool for tracking progress in SEO efforts. It allows you to measure website performance over time and make changes where needed to ensure the best return on investment with your strategies. With the right information and guidance, getting started with SEO can be both an exciting and rewarding journey!

Getting started with PPC

Starting with pay-per-click (PPC) can seem intimidating, but there are many great resources to get you up and running quickly. First, it’s important to research the different types of PPC campaigns and choose the one that works best for your goals and budget. Next, decide whether to manage the campaign or hire a professional to help you set up correctly and optimise your ads.

To track performance, create tracking URLs or UTM codes to monitor clicks, impressions, and conversions. Once the campaign is launched, keep an eye on its progress and tweak anything that isn’t working so you get the most value from your PPC efforts. With some time and effort, you’ll be on your way to successful PPC campaigns!

Does PPC or SEO have a higher ROI?

The debate of which digital marketing strategy, PPC or SEO, has a higher return on investment (ROI) is ongoing. Both methods are essential and have beneficial ROIs, but they can also bring different results depending on the campaign’s goal. It is possible to measure the success of each and thereby determine which method brings a higher ROI using both simultaneously.

In certain cases, SEO may provide better quality leads over time, while PPC can fill any gaps in interim periods with faster results. Ultimately, the best way to determine which has a higher ROI is to conduct experiments with both and analyse their performance individually; only then will you know which brings the best outcome for your business.

How to set a PPC budget

When creating a PPC budget, numerous factors must be considered. Every business will have its own unique needs and limitations when it comes to deciding on the best approach. Begin by taking into account the cost of a click, then set a goal for what kind of return you are hoping for from your investment. Do market research and review past performance to estimate how much you should allocate towards your budget.

Once you have determined your goals and objectives, it’s time to calculate your cost per click (CPC). The CPC is the amount you will pay each time someone clicks on one of your ads. To find out what the average CPC is in your industry or geographic region, use tools like Google AdWords or SEMrush. Once you have calculated the average CPC, adjust it according to the quality score of the keywords you are targeting and other factors such as competition level and click-through rate (CTR).

Now that you have calculated your estimated CPC, it’s time to set a monthly budget for your PPC campaigns. It can be done by multiplying the estimated CPC by the number of clicks you would like to receive in a month. For example, if your estimated CPC is £1 and you want 500 clicks per month, multiply 1 x 500 = £500/month. This figure gives you an idea of how much money needs to be allocated each month for your campaign goals to be achieved within the given timeframe. You should also factor additional costs, such as conversion tracking or landing page optimisation fees, into this figure.

Should I use an agency or keep my marketing in-house?

The debate over whether to conduct their own marketing in-house or use an outside agency can be difficult for small business owners. Hiring an agency will likely require an upfront cost and may seem daunting for startup owners; however, agencies can provide the experience and expertise that in-house employees may lack. They also have strategies for monitoring ROI, tracking customer lifetime value (CLV), increasing customer acquisition rates, brand recognition, and more.

Depending on your company goals and resources, there may be certain tasks that you’re better off handling internally; however, if you’re looking to expand or simply get started with marketing quickly while being cost-effective, engaging with an experienced agency is often a wise choice.


Concerning PPC and SEO, many options are available for businesses of all sizes. Both have distinct advantages and drawbacks; however, understanding the differences between these two digital marketing methods and properly setting a budget can ensure that your company gets the most from its campaigns. Whether you manage the campaigns or hire an agency, you’ll be on your way to increased visibility and potential customers.

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