When he said that in the future there will be two types of companies – “Those that are on the Internet and those that are not,” Bill Gates was absolutely right. Today it is not so noticeable. However, no one doubts the importance of online marketing.
Every day, thousands of companies attract customers via the Internet. In such conditions, having a high-quality, advanced and well-advertised website is an important competitive advantage. There are many approaches to online marketing. Each of them has its own advantages and disadvantages. The main methods include: SEO optimization and contextual advertising (PPC). Let’s look at their advantages and disadvantages.
Pros and cons of SEO
Website promotion in search engines has the following advantages:
- Lots of tools to work with. There is a huge range of methods and strategies for promoting online projects. This allows website owners to use the most effective methods to achieve specific goals.
- High profitability. Quality SEO doesn’t come cheap. Moreover, website promotion is a continuous process, not a one-time event. You will have to pay monthly to promote the project (although you can do this yourself). But the effect of this will more than cover the investment.
- Long-term results. TOP website positions achieved through SEO optimization are maintained for a long time. Even if you stop promoting the resource, the owner will still reap the benefits of his investment within several months, or even a couple of years.
The main disadvantages of website promotion in search engines:
- Large investment of time. To get the first tangible results, you will have to wait 3-6 months, making the necessary investments and remaining patient.
- Inability to accurately predict the outcome. The effect of SEO depends on many factors. Initially, it is extremely difficult to predict the effectiveness of such promotion.
- Risk of site blocking. If a private SEO specialist, an unscrupulous studio or an inexperienced project owner uses “black” methods of search promotion, then instead of TOP positions in the search results, you can only expect the resource to be blocked or its position in the search results to be lowered. rating.
Pros and cons of РРС
Contextual advertising has a number of undeniable advantages:
- Instant results. All you need to do is set up and launch an advertising campaign, top up your account, and targeted traffic will instantly flow to your site, because advertising often appears at the very top of search results.
- Simplicity and transparency. The advertiser pays for each targeted transition to his site. The cost per click can be viewed in a detailed report.
- Marketing adjustments. If one ad doesn’t work, you can quickly create another. In the case of a CEO, such operational changes should not be expected.
The main disadvantages of contextual advertising:
- Expensive. By receiving traffic to the site, its owner pays for each user click on an advertising link. This reduces the profitability of PPC before SEO.
- The result is only for money. When the advertising campaign budget is exhausted, the advertisement stops showing. Accordingly, the flow of customers decreases.
Each of the online marketing methods – SEO and PPC – is guaranteed to lead to improved business results for the site. The most important effect is an increase in targeted traffic. It’s not easy to say definitively which approach to digital advertising is best. It depends on the needs of the owner of the online resource, budget capabilities and other factors. And if you need to achieve maximum growth in customer flow, it is best to use SEO optimization and contextual advertising at the same time!
