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Paid Advertising VS Search Engine Optimization

Nowadays, no commercial organization can hope to survive for long without investing time and (possible monetary) resources in a perpetual series of intelligently planned promotional campaigns. Efficient marketing stratagems, which entail the usage of a number of digital and physical advertising mediums, are key to the commercial success of all business initiatives; be they newly launched startups or well-established industrial conglomerates hoping to retain their monopolistic hold on the market. With a TDS bundles, you can access a number of informative online resources that vent with the minute details of this topic further.

Understanding Paid & Organic Online Marketing Campaigns

The Internet today offers a number of exciting brand-promoting opportunities that can be broadly categorized under the two overarching headings of paid and organic advertising. PPC (pay-per-click), CPM (cost-per-impression) and PPI (pay-per-impression) campaigns – all of which may also technically be grouped underneath the Search Engine Marketing classification – intrinsically require initial inputs of currency from their campaign managers to be executed.

Search Engine Optimization (SEO), on the other hand, is the most popular kind of organic (free) marketing strategy deployed by its skilled technicians; who spend years in solidifying their understandings of common search engine algorithm working protocols. Most SEOs lay special emphasis on Google, which currently holds up to 90% of the global search engine market share.

Putting Two & Two together…

When considered from the holistically-purveying vantage point of a majority of contemporary digital marketers, however, a good online advertising campaign includes the use of both organic and paid strategies to effectively publicize a particular brand’s products & services portfolio to the public.

Furthermore, all professional marketing experts aim for a long-term reliance on the organic promotional route – since overtime a company’s website, social media pages, and other online platforms eventually become self-sustaining in their continuous drive to reach more people.

Working with Paid Advertisement Campaigns

Paid Campaigns, as it has already been pointed out above, are at times necessary to conduct during the initial phases of practically all startup projects.

At this beginning stage in the lifecycle of an organization, not many people (other than its direct employees) are aware of its existence – with this anonymity being particularly unsuitable to both the immediate and long-term interests of commercial enterprises. As a result, and with the looming presence (and potential) of the internet to contend with, these companies are not left with a great number of publicity options to pursue.

Other than the paid-campaigns alternative, that is.

With a well-designed PPC, PPI or CPM campaign, it is not uncommon to see high web-traffic turnovers to a brand’s online platforms in a very short time period; allowing the company to make a quick & successful debut into the collective consumer conscience. This aspect of the paid-promotions route makes it a significantly more attractive option for commercial ventures to adopt in their initial launching stages; in contrast to the more time & patience-requiring advertising alternatives made available through organic marketing.

The Organic Promotional Route

Organic campaigns – the bulk of which make use of a multitude of SEO techniques – normally make their appearance on a search marketer’s radar once a company has succeeded in making a sizeable impression on the consumer demographic base (following the paid promotion stage). Alternatively, they may be conducted right from the outset; provided that a brand has the resources of a fully-functional website, attractive social media channels, and a number of skilled search marketing techs at its disposal.

In some cases, and with certain kinds of products & services that correspond with a ‘hot’ consumer demand profile, it becomes possible to execute free advertisement campaigns for the concerned companies’ right from the get-go. The spontaneous promotional mechanisms of word-of-mouth advocacy, positive consumer reviews & glowing user testimonials play a big role in fanning public interest in the offered products & services catalogs of these organizations.

Also Read: I make $10k every month after I shifted from Shopify to WooCommerce!

Search engine optimization normally entails the textual incorporation of niche-specific (and product-related) keywords, which ideally should match the querying terms used by search engine users as they attempt to find answers through their web browsers. The goal of SEO is to make websites that have been ‘optimized’ in accordance with its technical dictates to rank higher (in Search Engine Results Page positioning) than their competitor URLS which usually offer the same informational content to the lay surveyor.

Although ranking well through SEO is a time-consuming effort, it is certainly worth the effort for brands interested in popularizing their public profiles on the internet to do so – when considered from a long-term perspective. Websites that succeed in achieving good rankings only need to focus, subsequently, on retaining their increasingly visible SERP positions; requiring SEO techs involved in their promotions to keep a constant check on any new algorithm updates arising from the search engine’s end.

What it all boils down to – For You!

When making a decision between which online promotional route to pursue (whether paid or organic), you first need to carefully consider the marketing budget made available to you for the purpose. Although the idyllic digital advertising scenario calls for the employment of both these mechanisms in the paid-organic order highlighted above, there is no one-size-fits-all strategy when it comes to the digital marketing endeavor.

On the experiential level, it is as much a matter of impulse and instinct (in terms of reacting to developing market conditions), as it is of stratagem and premeditation.

If you want to probe deeper into this topic, consider subscribing to a Charter Internet plan by ascertaining your proximity to the TDS Customer Service Number (8662007644) – and conducting your online learning sessions on ‘Online Marketing’ from there.

About Stephen N.Mills

Stephen N. Mills is an entrepreneur, marketer, and writer. As San Francisco resident, he loves reading books and writing on different topics like SEO, Branding, Health and etc. That's where he finds his inspiration to author in-depth guides that teach E-commerce store owners ways to manage, grow and scale their business. In a former life, Stephen co-founded a custom menswear company which generates 6-figures in annual revenue through its website and retail

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