SEO vs. PPC: Which is the Right Approach?

PPC and SEO both have their strengths and weaknesses, and you can use them independently. But when you combine them, they’re far more effective. Especially if you’re ready to graduate from just getting more leads to getting the high-quality leads that actually turn into revenue.

If you are a digital marketer or a website owner, you may be torn between the two forms of search engine marketing. If you want to pick between SEO and PPC ads, here are a few factors that you should consider:

Goal – Do you want to boost your sales or drive more traffic to your website? If you want to establish your website as an authority on certain topics, then SEO is your best. If you want to generate leads and increase conversions in a short span of time, you should opt for PPC campaigns.

Budget – If your business is new and you don’t have enough funds for search ads, SEO is your only option. Regardless of whether you choose SEO or PPC ads, both require you to invest your time and effort. If you are not equipped to do this on your own, you will need to hire a third party agency or individual. This will incur an additional cost.

Product or service – Depending on the nature of your business, one approach might be more suited than the other. For instance, if you run a service-based company, SEO is useful to establish your website as an authority in your niche. On the other hand, businesses selling products such as gadgets, apparel, cosmetics, etc. may benefit more from visual PPC campaigns.

Timeline – SEO takes time to show results. It works well for increasing organic website traffic in the long run. However, if you are promoting a time-sensitive event or offer, PPC campaigns are more suitable as they yield faster results.

Competition – If your business belongs to an established niche, you might face competitors who have been in the industry longer. Trumping them in the SEO game will take a lot of time. Even then, there is no guarantee if you can get an edge over these big-shot competitors. In such a scenario, search ads offer a much more practical way to create brand awareness.


SEO and PPC are not two isolated forms of search engine marketing. Rather, they complement each other and should be used in an integrated manner to maximize profits. It is also dependent on the nature and size of your business.

While SEO enhances brand visibility in the long run, search ads are effective to boost website traffic very quickly. You can use the keyword and conversion data from search ads to further improve your SEO strategies. It is advisable to shift high-cost and low-converting keywords from PPC to SEO.

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