Pay-per-click (PPC) and search engine optimisation (SEO) are both marketing tools, but they work differently, with different advantages and disadvantages. Which one you choose will depend on a range of factors.
What is PPC?
With PPC, you have to pay for each individual click made by a search engine or social media user on your ads, which may be HTML banner ads such as those available at https://thebannermen.com/banners/animated-ads/html5.
After researching to find out the most effective keywords, you need to decide your budget (if you are outbid by your business rivals, their ads will be prioritised). Then you can create an ad and decide on your target audience.
PPC may be the better choice for launching an innovative new product, or a one-time offer. Using PPC can provide quicker results than SEO, meaning it is also easier to respond to feedback. Another advantage is how it allows you to target specific markets.
The trouble is that it can be expensive, both in upfront costs and in spending over time. You also need to update your ads regularly to ensure they remain engaging.
What is SEO?
SEO is a way to design your site to rank highly in the results of an organic internet search. It relies on using the right keywords and having popular search content, on establishing authority through your relationships with other websites, and on having the right technical design.
You may choose SEO over PPC if you are looking to share information, not just encourage purchases. Advantages of SEO include that it tends to be cheaper in the long term and that it attracts consistent levels of search traffic without needing constant updates.
It does, however, have disadvantages, such as the need for unique content, the need to prove your expertise, the amount of competition involved, and the length of time it can take to establish yourself high in the search engine rankings.
Generally speaking, you use PPC for quicker results, or if you have a higher budget. SEO is for when your budget is limited, or your goal is more than just selling products.