SEO Vs PPC

When planning out a digital advertising campaign, a person or company/business must decide on how they will market their content to the masses, which is mainly done through Pay Per Click, or Search Engine Optimisation, whilst a company can decide to practice both, this will inherently create a larger work load, and thus it is often better to choose one method over the other. There are pro's and con's to examine on both sides, for example:

Cost Effectiveness: The main difference between the two is the cost of each, SEO is relatively cheap as all one has to pay for is something like Google Analytics so as to find the right keywords etc. where as PPC however costs much more as you must pay large corporations to have your brand promoted on their sites/pages. PPC however is a sure-fire method to have your brand promoted and known where as SEO relies more on your knowledge of promotion through keyword usage and so on, thus making it more unreliable than PPC, so a risk comes with it's cheaper nature.

Time Effectiveness: PPC is an instantaneous way to have your brand promoted to a large audience, as once you have paid whichever proxy you have chosen to have your banner/rich media promoted on, it will begin to show up right away, where as SEO takes time to produce results as you relying on organic traffic through Google and it is not guaranteed that you will be near the top of the search results every time, thus making PPC a more effective method should you have the budget for it.

Audience Retention: If a company uses SEO successfully to draw in organic traffic, then data shows that more audience retention will occur, this is because the customer is looking specifically for what you are offering, and if they find the product/service worthwhile, they will continue to follow your business, where as PPC often drives traffic from an audience who might click on an add by accident or if they have simple curiosity but won't stick around.