30-second summary:
- Given that consumers run billions of searches every day — with Google estimated to process 40,000 per second it’s clear marketers need a smart strategy to cut through the competition.
- The question is: Will they drive the highest traffic and performance with SEO or PPC?
- Head of Paid Media at Tug shares insight on how perfectly balancing these two facets can lead to success in the new normal.
Consumer activity online is at an all-time high. So, it’s no surprise many marketers are aiming to make the most of it by hooking their attention early, at the point of search. But deciding how best to do so isn’t necessarily easy.
Given that consumers run billions of searches every day — with Google estimated[1] to process 40,000 per second — it’s clear marketers need a smart strategy to cut through the competition. The question is: will they drive the highest traffic and performance with search engine optimization (SEO) or pay per click (PPC)?
Both have their own advantages and drawbacks. PPC is a quick win, enabling businesses to rapidly reach consumers and boost visibility. But its lead generation power only lasts while the money flows and, depending on campaign scale and scope, those costs can run high. Meanwhile, SEO delivers more lasting rewards and higher click-through rates (CTRs), often for less investment. Yet marketers might have a long wait before organic searches pay off, and may still fall behind dominant digital marketplaces for certain keywords.
Ultimately, the smartest route lies neither one way nor the other, but in a combination of both. Blending PPC and SEO[2] not only generates stronger results but also balances out their respective shortcomings, offering marketers the best chance of success in the new ever-changing normal.
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