Organic vs. PPC Marketing

Organic marketing refers to the natural rise in search engine results a website enjoys relying solely on the way search engine indexers, or “spiders,” read the content on the site and how they consequently evaluate the site's relevance. This process of evaluation and ranking varies with each search engine and is influenced by many factors. With good SEO optimization in place on a website, many website owners wonder whether the extra expense of a Pay-Per-Click (PPC) campaign is worth it. After all, with careful attention to creating fresh, original content enriched with keyword phrases in page titles, descriptions, headings, and content, in addition to excellent linking relationships with other important sites, one might think all the bases are covered. Is the extra expense of a PPC campaign really needed?

According to a blog by Kara Ratliff, “It’s a question most, if not all, businesses will eventually have to ask themselves in the course of developing their Internet marketing strategies. Which alternative offers the best return on investment? Which one is more easily managed?”

Use Both Techniques

Ms. Ratliff interviewed two Internet marketing experts and concluded that a strategy employing both organic and PPC strategies is essential to a website's success. According to Ratliff, “neither method (is) sufficient by itself and … everyone should look at trying both if at all possible. For some sites, depending on your goals, it often makes sense to allocate more or less resources to one form or the other. However, for most sites looking to put together a comprehensive marketing strategy, most any plan should include components of both.”

To further elaborate, Ms. Ratliff caught up with Dana Todd, an executive from SiteLab, who said, “(Each form of) Advertising has a completely different place in your media mix. We would never recommend … that you do one or the other; you always do them both wherever possible.” Another expert, Jeremy Schoemaker of Shoemoney Media Group, Inc., explained that when selling a product, PPC gets results quickly; but if a website is simply a blog site, a PPC campaign may be overkill. The main drawback with a PPC campaign is that nowadays, with extensive competition and heavy players in the market, an effective PPC campaign requires a large marketing budget. Yet, if quick results are needed or wanted to sell a product, for instance, a PPC campaign is the way to go.

Comparison for Decision Making

By the same token, organic marketing requires effort and resources, too. Manpower is required to test, refine, and retest any organic marketing campaign. Time and dedication are needed for research, evaluation, and integration. When faced with the decision about how much to spend on PPC vs. organic marketing, the comparison chart found here may be useful for business owners and decision makers.

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