So far, search engine marketing is undoubtedly the most ideal target traffic source on the Internet. According to authoritative statistics, more than 80% of Internet users use search engines to find the information or products they need. Therefore, competing for the appearance of the search results of websites in the search engine has become the focus of this ever-increasing competition.
Currently, there are two main types of search engine marketing: one is the bidding ranking advertisement model, also called click-paid advertisement (PPC), and the other is SEO, that is, the search engine optimization promotion model.
PPC search engine ads are charged to the search engine based on the actual number of ad clicks. The customer's advertising ranking is mainly determined by the bidding price. They usually appear on the left or top of the search results in the form of "sponsorship link", and sometimes in the natural search results.
In search engine optimization, the pointer is used to optimize a website based on factors such as the structure rationality, content relevance, number of external links, and quality of a specific search engine. A fully optimized website can display the natural results of search engines in a prominent position.
Which mode is better for PPC advertisement and search engine optimization? Before answering this question, let's evaluate their respective strengths and weaknesses.
PPC ad advantages
1) the access volume, ranking and effect of PPC advertisements are more stable and predictable than that of search engines.
2) Although PPC forms appear later than SEO, they have now become the most popular form of advertising media on the internet. Therefore, compared with other marketing modes, PPC ads are more easily accepted by customers.
3) ranking has unique advantages. The customer can easily control the advertisement ranking by adjusting the bidding price, saving the complicated work of search engine optimization, searching for links, and exchanging links. As long as you are willing to spend money, it is easy to come to the forefront.
4) PPC advertisements can track the customer conversion rate of advertisements and adjust keywords to achieve maximum performance.
5) the review of PPC advertisements by the search engine generally takes up to a few days, which can achieve immediate results.
PPC advertising insufficiency
1) the prevalence of this advertising method determines its competitiveness. Market conditions that are in short supply also increase the price of ad clicks. The price for each click of popular keywords is often as high as five or six dollars, which is unacceptable to non-powerful companies.
2) in terms of long-term results, the return on investment is less than that on search engine optimization.
Advantages of search engine optimization and promotion
1) natural search results are more focused than search ads. This is because most users prefer natural search results compared with PPC ads that appear at the same time as search results.
2) creating external links to direct more sites to your own website is a key factor in search engine optimization. These links bring about an increase in the ranking of the website, which leads to a significant increase in the access traffic of the website, and maintain this advantage for a long time.
