If you own an eCommerce store, you might have a tough time deciding between Search Engine Optimization (SEO) or Pay-Per-Click (PPC) advertising. This article lays it all out on SEO and PPC so you can choose wisely.
Is SEO or PPC better for eCommerce?
SEO is better for long-term, cost-effective organic traffic, while PPC is better for immediate traffic at a higher cost. Choosing between SEO and PPC isn’t always an either/or decision. Many eCommerce businesses benefit from using both strategies.
If you’re just starting or have a limited budget, focusing on SEO can pay huge dividends. For quicker results with a larger budget, you can start with PPC to get immediate visibility. Spend your dollars to get the result you want. You can find the benefits and limitations of both SEO and PPC below.
SEO for eCommerce
SEO optimizes your eCommerce website to rank higher in organic search results. It makes it easier for search engines to find your product pages and categories.
Here are some ways SEO can benefit your eCommerce site.
Long Term Results
Once you know the correct way to rank your website, you can maintain the position with minimal effort. Improve your product tiles and your site structure. You will see a steady uptick in your page visits.
Cost-effective
SEO can drive organic traffic to your site. You don’t have to cough up extra for it. The content of your website can lead to more page visits for your page.
Trust
Users often trust organic results more than ads. Reach out to industry blogs or create shareable content. These backlinks can establish yourself as a reliable voice in your space.
Better Conversion Rates
People clicking organic results are often ready to buy. They are more likely genuine customers as they have already researched. They visit pages that they see as reliable to make a purchase.
SEO does have some drawbacks as well. We have listed them in detail here.
Time-Consuming
You have to be patient with SEO. It can take months for you to see any results. Keep tweaking the site to make it rank better in SERPS.
Competitive
Ranking for popular keywords can be hard. You can focus on a certain niche, but your rankings can be affected if they are irrelevant to your service.
Regular Updates
Search engines modify their algorithm with time. You must be updated on any such change and optimize the SEO plans over time.
PPC for eCommerce
PPC advertising lets you display ads in search results and pay only when someone clicks. You can display your ads on platforms like Google Ads. Your ads are displayed when users search for particular keywords. They can be search ads, display ads, video ads, etc.
PPC can benefit your eCommerce website in the following ways.
Faster Results
Ads can appear as soon as you start your campaign. You will see results when you start pushing ads for your eCommerce site. Ads make it possible for you to focus on any particular product or service that you are offering.
Precise Targets
You can choose who sees your ads based on certain keywords. You can show your ads to users at certain locations or to those with certain interests. Bid for any relevant keywords. Your ad will display top results whenever the user searches for that specific keyword. You can fine-tune every aspect.
Budget Control
Ads give you the freedom to set your budget. Set how much you want to spend daily or monthly.
Data Collection
PPC can help you gain insights about your customers. It paints a clear picture of what works. You can see which keywords give you the best results. Data from successful campaigns can be useful for the future. You can retarget ads to users who have visited your site before.
Here are some drawbacks of PPC.
Cost Can Add Up
You pay for every click, whether it is a genuine customer or just someone shopping around. The cost can quickly add up if your page needs to be better optimized. The product must be relevant to the keyword for higher conversion.
Ads Have Negative Association
Some users ignore or block ads. There are a plethora of paid and free ad blockers. Many users find ads to be a necessary evil of browsing. Your ads can push away potential clients.
Comparing SEO and PPC
We can compare SEO and PPC to see what works best for your needs. Let us compare some factors between these two in detail.
Time to Results
SEO takes patience. You might wait 3-6 months to see major improvements in rankings and traffic. It makes SEO better for long-term growth plans.
PPC offers almost instant visibility. Your ads can appear at the top of search results as soon as your campaign starts. Platforms usually approve the ad on the same day it is posted. It makes PPC suitable for time-sensitive promotions.
Cost Structure
You spend your SEO budget on audits and optimizing your page. Consider the content creation aspect as well. Content is king! You can establish yourself as a reliable voice in your niche and reap its benefits.
Your PPC cost is for each click. You can determine the budget for each campaign. Costs can vary based on competition and keyword prices.
Targeting Capabilities
SEO targets broader audiences searching for relevant terms. You can’t control exactly who sees your organic listings.
PPC allows precise targeting. You can show ads based on specific keywords.
Brand Building
If brand building is your aim, then SEO is the way. High organic ranking can build long-term brand awareness and credibility.
Boost your short-term brand visibility with PPC. You can use it as a shot in the arm for your eCommerce site.
Insights
SEO tools show which keywords drive traffic and how users interact with your site. PPC platforms offer real-time data on ad performance. It allows you to optimize your campaign on the fly.
Things to Consider Before Deciding on SEO or PPC
Consider the factors below before you zero in on SEO or PPC.
eCommerce Goals
Drive immediate traffic and conversions with the help of PPC. SEO can build sustainable organic traffic over time if a long-term goal is on your mind.
Products and Services
SEO is the way to go if your products or services benefit from steady traffic. You can opt for PPC to promote your products quickly during peak times.
At Skyfield Digital, we can help clear this doubt and build a plan that matches your needs and budget. Our experts can help your eCommerce store grow with solutions designed around you. Feel free to contact us at (203) 226-8795 to know more. You can also fill out our contact form or email us to get started.
