When it comes to search engines, there are basically two avenues of gaining traffic: Organic and PPC (pay-per-click) results. There is a world of difference between the two, so let me break the facts down for you. I have a lot of statistics to show you and I am going to use Google as a reference in this article.
Organic Search Engine Results
An “organic” listing is where your website appears naturally in Google’s search engine results. In other words, this is where Google ranks your page on its own without paying to put yourself there.
In order to achieve high organic search engine placements, you have to implement both onsite and offsite SEO techniques to keep your site one step ahead of your competition. Organic search engine results are by far the goal for any website owner who is looking to establish a long-term online presence.
PPC Search Engine Results
PPC (pay-per-click) search engine results is where you pay a certain price per click in order to boost your website to the top of Google’s results for the keyword(s) that you choose through their Adwords program. The more you’re willing to pay per click, the higher your website will appear on the search results.
PPC listings appear in Google’s search results as “Sponsored Links”. Adwords is a great tool if you’re looking to push a short term marketing campaign with the goal of receiving a lot of traffic in a short amount of time. With PPC campaigns, however, the second you stop paying per click (when your advertising budget runs out) your listing will drop off the face of the planet. This is why PPC campaigns such as Adwords is a better tool for a short-term advertising campaign.
Your first step is to understand the trends of those who use Google to find what they’re looking for. The results may surprise you.
Studies show that an astonishing 95% of searchers will click on an organic listing while only 5% will choose a sponsored ad.
When it comes to sales, the organic click-through generates a 25% higher conversion rate than the equivalent PPC click-through. The average CPC (cost-per-click) is significantly lower for an effective SEO campaign to improve your organic search engine placement than that of a PPC campaign.
Depending on the industry, the average CPC for pay-per-click campaigns is approximately $0.63 compared to the average CPC of an SEO campaign of about $0.07.
So you see, there is a big difference when it comes to organic search engine results vs. a PPC campaign. Which you choose to concentrate most on would be determined by your target audience, what you’re offering, and your overall goal for your website. Possibly the best route would be a fine line of implementing both in the marketing of your website. Again, there is not one answer as to what works best- this varies from person to person.
Before engaging in any marketing campaign, it is imperative that you understand your overall goal, your anticipated conversion and your target audience.
For more organic vs. PPC statistics, visit Input Productions statistical information.