Written by: Manish Chauhan
When you get billed for each visitor
through search engine, the business model is
known as Pay per Click (PPC). Pay per Click
results usually appear as “sponsored link“
above or besides the organic search engine
rankings.
Organic search engine results are displayed as
normal URL’s on SERPs (Search Engine Result
Pages).
Although, both i.e. the results from organic
optimization and PPC campaign are displayed on
the same page, there are numerous differences
between them:
PPC results can start showing up within 48
hours as compared to organic search results
which may take ~6 months or more.
With PPC each visit is being paid for! With
organic search engine rankings, there is
certainly an optimization costs but then that
has the potential of attracting innumerous
visitors without much change in the
optimization costs.
PPC gives much greater control over what
advertisement you wish to display, who you
wish to display your URL to and when. While
with SEO, it is much more dependent upon the
search engines and their algorithms.
Advantages and Disadvantages:
Organic Search Engine Optimization
Organic search engine rankings are considered
more cost effective as compared to a Pay per
click program. According to a study conducted
in 2005-06, 70% of the search engine visitors
reported clicks on organic search engine
rankings and only rest 30% clicked on the Pay
per click results.
One of the drawbacks of organic search engine
rankings is the duration required to get your
website within the top listings. Also the ever
changing search engine ranking algorithms
revolves a fear of dropped search engine
rankings and de-listing.
Pay per Click
The major benefit of Pay per click program is
the immediate listings and the complete
control of listings in the hand of the
advertiser. The bid under the google adwords
program begins from $0.01 and Yahoo Overture
starts from $0.10 which can further go up to
any limits.
The only drawback with the Pay per click
program is the cost involved in the same.
Achieving top positions for some of the search
phrases under the sponsored results can cost
thousands of dollars a day.
Summary
With the increasing use of Internet everyday
and emergence of the Internet as one of the
most powerful media, PPC and organic SEO offer
different options. However, small businesses
must consider both the activities and perhaps,
perform both ensuring a fine blend for
enhanced ROI.
About the Author
Manish Chauhan
E-Marketer