In the world of online advertisement, one of the most important terms is (SEO) Search Engine Optimization/ Marketing and the other is PPC (Pay per Click). PPC marketing is also known as CPC (Cost per Click). PPC is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Of late there has been a rise in the investment in SEO. Does it have anything to do with CPC? Yes indeed! Click costs are on the rise and companies that had earlier been investing in PPC campaigns are now focusing their marketing efforts towards Search Engine Optimization. This is mainly because of the trend of rising cost of the CPC and the growing demand for increasing of the advertisement budget. Another big problem faced by such companies had been the rising click frauds and so had given up totally on investments in CPC and replaced it with an active SEO campaign.
What is the main difference between these two types of campaigns with regards to effectiveness and the economics of advertisement? The difference is that while pay per click marketing is more of an advertising investment, search engine optimization is an investment in the website's infrastructure. A pay per click marketing campaign has usually a beginning and end, and this makes it easier to determine the return of Investment. (ROI) One must remember that if it does not give positive returns then the investment should not be undertaken.
SEO is comparatively a much slower process and results come only much later with the effects remaining for a longer time. While investing in CPC campaigns, the advertisement and the company's exposure ends the very moment the campaign ends. But if a good position is acquired by consistent SEO effort, the company will keep getting good traffic with increased and better exposure on the SERP (search engine results page) every time some one searches with the relevant key words much after the SEO campaign is over.
The author of this article is Ricci Mathew of Outsource Strategies International (OSI) , a US based company that offers services in Search Engine Optimization , SEM, PPC advertising for clients across the US.