Potential customers are trying to find you - Make sure you get found! Advertising on TV and in the newspaper is very different to advertising online. The difference is, search advertising is ‘invited’, by this we mean the searcher is telling you exactly what they are looking for and inviting solutions to their query. This is why it is so important to be visible within the search results to your potential customers. SEO (Organic) Advantages Appears in the centre of the search result pages Clicks are free Usually have a better click through rate than adverts Excellent ROI (free clicks) Disadvantages Do not have full control of positioning or text Sometimes unstable (positions can change from day to day) Can take a few months to start seeing results PPC (Adverts) Advantages Pretty much instant global access to your audience Measurable – calculate ROI right down to the penny Get as little or as many clicks as you like with the use of a daily budget (useful for seasonal or promotional periods) Disadvantages Can be very costly Other advertisers will be competing driving up bid rates Once you stop the budget, the advertising stops (bit of an obvious one, but when compared to SEO this is a huge disadvantage) Without compelling ad text or a high enough position, the ad can get a fairly low clickthrough rate (compared to top organic result)
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Potential customers are trying to find you -

Make sure you get found!

Advertising on TV and in the newspaper is very different to advertising online. The difference is, search advertising is ‘invited’, by this we mean the searcher is telling you exactly what they are looking for and inviting solutions to their query. This is why it is so important to be visible within the search results to your potential customers.

SEO (Organic)

Advantages

  • Appears in the centre of the search result pages
  • Clicks are free
  • Usually have a better click through rate than adverts
  • Excellent ROI (free clicks)

Disadvantages

  • Do not have full control of positioning or text
  • Sometimes unstable (positions can change from day to day)
  • Can take a few months to start seeing results

PPC (Adverts)

Advantages

  • Pretty much instant global access to your audience
  • Measurable – calculate ROI right down to the penny
  • Get as little or as many clicks as you like with the use of a daily budget (useful for seasonal or promotional periods)

Disadvantages

  • Can be very costly
  • Other advertisers will be competing driving up bid rates
  • Once you stop the budget, the advertising stops (bit of an obvious one, but when compared to SEO this is a huge disadvantage)
  • Without compelling ad text or a high enough position, the ad can get a fairly low clickthrough rate (compared to top organic result)

Source: teknet.org.uk