What does it take to grow a brand? Given the number of competitors online, what’s the best way to get to the top? These are among the common questions business owners face each day. While digital marketing is undoubtedly necessary, the right approach is a huge question. Two of the most common options are content marketing and paid advertisements. Content marketing is about organically moving to the top of search engines, while PPC refers to the paid ads which also appear on top of search engines when users look for keywords. A PPC agency can be of huge help for those who decided to take this route.
The good thing with content marketing is that it’s a natural way of optimizing keywords through quality content to allow it to move to the top of search engines. Paid ads might not have the same appeal to users since they know that these are paid ads. However, they’re still a quick way to reach the top of search engines. There are pros and cons to each choice, and they’re worth looking into.
Advantages of content marketing
Content marketing has a longer return on investment. It can take a while to get there, but it will last for a long time after hitting the top spot. It entails hard work, but everything will pay off once the results start rolling.
Another advantage is that it earns better leads. People searching for specific information and deciding to click the link will most likely leave information since they found what they want. Since this group is most likely to purchase the item sold on the website, the conversion rate will also increase. Compared with paid advertisements, content marketing could lead to a higher conversion rate. Since it’s the goal of digital marketing, it’s worth considering.
Disadvantages of content marketing
Apart from the time it takes to reach the top, the only possible downside of content marketing is creating quality content. The competition is tough, and other companies also use this strategy. Rising above them will remain a challenge. The ke is having the right partner who will help conceptualize and publish the right content. The updates should be regular since fresh posts will boost the efforts to rise on top of search engines.
Advantages of a PPC campaign
Paid ads are useful as a shortcut on the way to the top. It takes time to organically move up considering the competition. Paid ads help remove the barriers. With the right keywords and quality ads, this strategy could work.
Another advantage is that a PPC agency can help manage this effort. Determining the right ads isn’t easy. Even if people see these ads, they might decide not to click on them if they’re not appealing enough. PPC agencies understand what works. They’ve been around for a while, and they can analyze the right strategy that would help solidify the brand.
Disadvantages of PPC campaigns
The cost is probably the biggest reason to go against this marketing campaign. It’s quite expensive to keep paying for the spot on top. The worst part is that there’s no guarantee that the visibility remains once the company stops paying for that spot. The website’s relevance will only stay as long as the payment keeps coming in. Of course, the fees will depend on the number of clicks made. Despite that, it won’t be too cost-effective if not used properly.
Which is the right choice?
Since both options have pros and cons, companies who wish to have a strong digital marketing campaign should utilize both. There’s nothing wrong with paid ads as long as the regular content marketing strategy continues. If the company couldn’t afford to pay for the PPC campaign, there’s still a backup plan. Conversely, if it takes too long to advertise through the organic process, the paid ad can take the slack.
Another reason for doing both is that other companies are probably doing the same. It would be a loss if competitors stay ahead of the game and the company is way behind.
Hire the right SEO and PPC agency
Regardless of the chosen method, the key is to have the right partner. Dealing with every aspect of online marketing can be challenging. For startups with not too many employees, working with a third-party firm is the best way to move forward. The cost of these services is affordable enough, and the results are worth paying for. Experts like the Philadelphia PPC Agency understand how to develop the right strategy to target potential customers. They can utilize paid ads to help businesses improve.