Promoting services and products on the Internet has become very competitive in the past year, given that the Web is virtually an unending ocean of advertising opportunities. And since the end of the year is almost here, companies are already looking towards their financial plan for 2011.
Most companies are having a hard time choosing between the two most popular kinds of Internet advertising services: SEO (or Search Engine Optimization) and PPC (or Pay per Click). The question is: Where should the company allot their budget?
According to Mark Jackson of Clickz.com, several CEOs of leading companies argue that Search Engine Optimization can literally place your products on the map. This is done by implanting words, blogs, or even videos about your company on several key websites that may improve the chances of your company being chosen by consumers. For example, if somebody is looking for a plumber they can contact online, SEO advertising can increase the chances of your company being the first link on the results page and thus increasing your odds of business.
In contrast, Pay per Click offers quick results and uses less manpower because it does not rely on regular webpage updates. It can be done by anyone, as long as time and an internet connection is available, which means outsourcing to cheaper contractors around the world is an option.
So which type of Internet advertising is best for your company?
Participants on the SEO-PPC panel have also argued that Search Engine Optimization and Pay per Click can be used simultaneously, each process complimenting the other. PPC can offer ideas on what words or phrases work, and SEO can evolve into effective marketing strategies.
However, if the budget is scarce, Search Engine Optimization may lead to a better return of investment than PPC. If more roads lead to your product then there are more chances that you will be found.