Webtek Digital Marketing acts as a pay-per-click (PPC) agency for customers looking to take advantage of that particular marketing opportunity. But we also do other things, like SEO. So it’s not uncommon for us to get questions about the various services we offer. It is also not unusual for us to encounter confusion among clients new to the whole digital marketing thing.
Take digital marketing acronyms. We have our fair share. PPC and SEO are just two of them. SEM is another. While all three represent distinct and different things, there is some overlap. This creates confusion.
So what are they, and how are they different? Let us look at each one in more detail. Then we will tie them together for a better understanding of how they are integrated.
PPC Is About Advertising
PPC is about advertising. A PPC agency, like Webtek, designs ads that will be placed in search engines, on websites, in mobile apps, and even on streaming platforms. It is a form of advertising that takes its name from the practice of clicking on links.
A PPC ad on a search engine includes a link to the advertiser’s website. Every time that link is clicked, the advertiser is charged a fee. Ads appearing in videos and on streaming platforms are generally charged on a per-view basis. Regardless, the main point of PPC is capturing the attention of customers already likely to buy.
SEO Is About Search Engines
SEO (search engine optimization) is all about employing specific strategies designed to ensure that a website or page performs well in organic search results. In simple English, it is about making sure your site is found on the first page of a Google search.
Most users never get beyond the first page of their search results. Some do not even get beyond the first five or six listings. So if an organization wants its website to be found through organic searches, it needs to find a way to ensure the site is ranked as high as possible. Achieving high rankings is what SEO is all about.
SEM Is About Marketing
‘SEM’ stands for ‘search engine marketing’. It is a broad-based discipline that utilizes search engines and all they bring to bear for marketing purposes. PPC and SEO both fall under the broader SEM umbrella. SEM is driven by multiple goals:
- Improving website visibility
- Attracting more traffic
- Generating more leads
- Increasing revenues
- Growing and expanding a business
Achieving all of these goals is where the integration occurs. For example, both PPC and SEO can drive traffic. PPC is more likely to increase revenues while SEO increases a site’s visibility. Together, they are utilized to market a website to both existing customers and future customers waiting to be brought into the fold.
More About PPC Advertising
Assuming you are beginning to search for a PPC agency, there are a few things to understand about this form of digital advertising. First and foremost, keyword research is critical for a couple of reasons:
- Keywords determine how, when, and where your ads are displayed.
- Keywords also determine how much you pay for every click or view.
PPC advertising is also more of a short-term strategy while SEO is a long-term thing. Every organization with an online presence should be practicing SEO. As for PPC, it is not right for every organization.
Is it right for you? As a PPC agency, we can help you figure it out. And if you should decide to pursue it, we can help you make the most of what PPC advertising has to offer.
