End of Year Review: Paid and Organic Search

End of Year Review-PPC and SEO

You’re in a jam. You aren’t sure whether to invest in paid search marketing (PPC) or organic search marketing (SEO). For some, the pressure is mounting as the end of the 4th quarter nears and adjustments need to be made to financial plans for 2015.

An important concept to keep in mind during your decision-making process is, PPC and SEO complement each other in the web marketing vertical.

Establishing Credibility

Your company’s credibility is the most important driving factor in online marketing. When you put forth both PPC and SEO campaigns, you may cause consumers to view your brand differently. There is truth to the idea that advertising shapes and forms a brand. PPC helps to leverage your SEO campaigns.

Think of it like this, a consumer sees your website on page 1 of Google, they assume you are an industry leader because of your ranking. Later on they see your ad, they will be more likely to click on the ad because they have already established that you are an industry leader. That is how both PPC and SEO work together to generate not only leads, but conversions as well.

Campaign Timing

While SEO is extremely effective, it can take some time to present the fruits of its labor (so to speak). This isn’t necessarily a bad thing, but we live in a day and age where time is money. We want immediate results. PPC can make that possible. With paid search marketing, you can see the return on investment immediately.

Keep in mind that while PPC ads generate results quickly, users are still more inclined to click on organic links first. So, SEO still plays a vital role in brand discovery online.

Conversions Everywhere

By using both you have the potential for two conversion sources. SEO will get you the click-throughs, but ads have been found to generate purchases and leads. In most cases, SEO is for retention and brand recognition, whereas PPC is for consumers who are willing to commit to a purchase.

Let’s me ask you a question: How many times have you simply clicked on an ad because you didn’t need to research or browse a site, but were looking to make a purchase instead?

You likely have seen the brand or site in passing, looked up their site using organic listings, then made a purchase via an ad. That is SEO-PPC consumer cycle, and it is pretty cool.

What Should You Do

All this information is insightful, but possibly the hardest decision will be how to divvy up the resources for both PPC and SEO. There is no right or wrong answer. Each and every business is different and will have different needs. Web marketing aside, your business has to look at what is the smartest and cost effective way to generate leads and garner conversions. Fortunately, both of these campaign types have flexibility. You and your web marketing team can ramp up or downgrade your campaigns at any time to meet budgeting needs and shifts in your online strategy.


Businessman showing growing charts by Vector Open Stock


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