Do All Roads Lead to SEO?

Is PPC merely a stepping stone to SEO? Some people say that PPC is becoming more similar to SEO. The introduction of the quality score, which I have referred to before as Google's reward for advertisers, has opened the door for advertisers to be able to see which keywords perform best for their website and also which terms provide quality traffic. Google want users to be served for exactly what they are looking for. The more relevant your ad text and landing page to your keywords the better quality score your keywords will achieve over time. Google started assessing how you organise your campaigns and whether or not your landing page is relevant enough for the keywords you are advertising with. If you have a low quality score, Google will increase the minimum bid you have to pay. The higher your quality score, the less your clicks will cost you.

When looking at the advantages of PPC, the fast implementation of the campaign and benefit of seeing immediate raw data in front of you is self evident. The overall control you have over the account, which keywords to bid on, the daily budget that you set. PPC also proves very beneficial when it comes to companies who see spending arcs with seasonal changes, with the ability to chop and change campaigns and ad text accordingly. Companies with specific retail products would probably find that a PPC campaign would suit them better, being able to control keywords and target ads at specific products, while also being able to control seasonal trends such as a Christmas time boom in sales. SEO would be better suited to companies wishing to get a strong foothold in the market they are in and build their brand on a mass scale. It may take time to come to fruition but the rewards will come with the hard yards.

While advantage can be gained from PPC campaigns for SEO research, I firmly believe that PPC’s individual benefits to advertisers provide unique marketing opportunity that is there to yet be exploited by many companies.

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