PPC vs SEO: Which Should I Be Using?
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PPC vs SEO: Which Should I Be Using?


– Right. Welcome back, guys… – Welcome back. – …to season three of Fly Media Talk. This is episode one. As you can see, we have
changed up the set… – Really excited to be back. – …a little bit more. We’ve got even more professional gear behind the cameras. Hopefully it’s not as
dark as it was before. – It was. It was really dark, wasn’t it? – It was really dark. I don’t know how you guys… Hopefully you were listening on Spotify or something, but yeah, some of them were really bad. But we’re improving. We’re improving, guys. Video is not really our thing that much, but we’re improving. But as you can see, we’ve
got a nice little… I don’t know how to describe… A nice little, uh, sort of a feature. Don’t worry, that’s not the thumbnail. The thumbnail’s a little
bit more professional. But we just thought we’d throw something else up there, just to remind you of
what we’re talking about today, and we’re going to
go into that in a second, and where you can find the podcast, whether it’s on YouTube, on Spotify, or on the Apple… Apple podcast. – Podcast. – Which used to be called iTunes, I don’t know what they’re doing with that. Either way, yeah. Yeah, Matt can’t believe that
I’m throwing chairs around. This is a fun photo shoot
we had for thumbnails a couple of months ago. And we just never got a chance to use… Well to be honest, I
never got a chance to use one of me throwing a chair around. So I had to put- – We’d want to see you
use it, don’t worry. – So we wanted to be a
little bit more quirky, on the fun side, so that’s
why I stuck it in here. But yeah, let’s just carry on with it. So yeah, welcome back to the podcast. Today we’re going to be chatting about PPC versus SEO. So if you don’t know, Pay Per Click campaigns versus Search Engine Optimization. One’s a short-term solution; one’s a long-term solution. You know, one’s going to bring you free results; one, you’re going to have to pay for every single click you get. And yeah, if you want to find out more you’re going to have to
listen after this intro, so see you on the other side. – Let’s jump right into it. So let’s discuss some of the positives and negatives of SEO pay
per click advertising. So they’re both very
different and they’re both very similar as well. So… For both of them, you can advertise and search engine’s bot for paid ads. You can also advertise on YouTube and… – Sidebinders(?) Any website essentially. Most websites these days sort of magazines things they’ll tend to accept PPC ads. – Yeah, anything in
Google display network. So yeah, there’s a mix and both are good for both reasons, so. Just like to start with PPC, really. So the main benefit and the main reason that people use PPC is because it is instant traffic. So it’s a quick way to get
traffic to your website. So essentially once you start paying for the traffic, essentially
it comes to your website, a lot quicker than SEO traffic. So a search engine. – Yeah, it’s instant. – It’s pretty instant, yeah. As long as the ads that you create are of high quality and that it’s better than the competition then you’re likely to have traffic to your website quickly. So the targeting on the pay per click ads are very good as well. So you can target similar websites. On
YouTube videos essentially you can steal people’s
traffic. So if somebody’s looking up a video, um, about bicycles. So if they’re looking up
a different branded bike, you can essentially put your bike in front of the audience before the other bikes. So if somebody’s doing
a review of one bike, you can put yours in front of the other. – What you’ll see a lot of the time is, for example, if you search for… Who was it recently that
I saw? I think it was… Was it Basecamp? – It was Base… This is a good story, this one. – It is, isn’t it? – Yeah, it’s a good story. – Wasn’t it… I can’t remember who it was. It was another company like Basecamp. – It was a big company. – Let’s say like Trello or something. I don’t think it was Trello,
but let’s say it was Trello. – Yeah. – What they did was they… …they started bidding for the keyword, basecamp, and when people
started searching for basecamp, their competitors
were right at the top because they were willing
to pay money for it because Basecamp’s more popular. And what… Basecamp came
out basically and said that this is sort of
strong arming companies into having to pay for
their own brand keywords, which they have copyright, which is… you know, makes sense,
but at the same time there’s nothing wrong with it. – Yeah. – I mean, you know, we’ve
worked on campaigns where we targeted (inaudible) and things like. It’s just a standard thing to do. So… yeah, and that’s one
of the biggest benefits of the targeting, so
you can actually target your competitors for
their own brand keywords. Especially if they’re bigger than you. If you’re a smaller player in your niche, you have a huge advantage because you can basically, I don’t want to use the word, but it is, leech off other people’s… – (Inaudible.) – …search traffic, essentially. Obviously you have to
pay for it, but still. – Yeah. I mean it is pay to
play at the end of the day, isn’t it? – Yeah. – You know, if you can
afford to pay for the big brand of keywords and, you know, outbid your competitors then… – Then why not? – It’s a case of doing it, you know. It’s just a case of who’s got
the biggest budget, really. So… um… Yeah, that’s one of the big
reasons and bigger brands use the better non-brand
keywords as a thing. So. Another thing, another
big benefit to PPC is you’re only paying for it
once you’re actually using it. So. – Yeah. That’s pay per click. – Hence pay per click, yeah. So you can turn a pay
per click campaign off whenever you want, so if
it’s getting too expensive or… So if your cost per click’s too high or your cost per acquisition’s too high you can just stop it straightaway. – We would normally do… Well what we would do
with a managed campaign is we’d sort of cap the budget for- – Yeah, cap the budget. Or at least pause it. – Yeah. – So yeah, that’s quick to do, and it’s a lot easier to direct to… Track the direct ROI. – Yeah. – In a short space of time. – It is, because what you can do is you can jump into… You can see what ads, what
ad got you the most clicks, what ad got you the most converges. And then the ones that are at the bottom, and you’re still spending money on them, you can see what’s
taking budget this month, but hasn’t bought you any
return on the investment, so. Yeah, it is… You can track to the T pretty much exactly which ad… You can pretty much… If it’s display advertising,
you can track it from exactly which website it came from, I think, if I’m not wrong as well. – Yeah. Yeah. – So. – The placement as well. – And the placement of it, yeah. – So like coming from mobile apps, what type of websites,
that kind of thing, so. Yeah. I mean a disadvantage so on
the flip side of everything, even though it’s targeted,
even though you’re getting to a good audience quickly, a big disadvantage is it
can get quite expensive quite quickly. – It can, yeah. And it’s
one of those things where we unfortunately see a lot
where people rely solely on PPC, and they don’t have
any other strategy in place. That’s why we’re sort
of coupling PPC and SEO together because it’s good
to have one; it’s good to have the other, but it’s
even better to have both at the same time. Because
if you’re only relying on pay per click traffic, you
have to spend money to get (inaudible), and if
something happens in your business and you can’t
spend that money one month, for example, all of your traffic stops. – Mm-hmm. – It’s not like you have
another strategy in place to bring that in. So yeah,
it’s an unfortunate one if you’re relying solely on it. – You can’t really rely
on addy channel, really. – No. You can’t. – You know, when… So we’ll go over SEO in a minute, but with pay per click, like we say, like it’s rent versus a mortgage, so. – Yeah. – Once you’ve bought your house then it’s yours to keep, whereas if you rent and you don’t pay your rent then you get kicked out as… – Essentially, yeah. Essentially, yeah. – Yeah. So. Like pay per click’s like
a more short-term solution if you’re looking for
quick traffic quickly. But I mean it can be
integrated with another search marketing strategy as well, so. It still can pay off in the long term and they work together nicely. – Oh yeah, absolutely. – And especially for
re-targeting as well, so. Re-targeting on different
websites on banner ads. That’s really quite effective. – I’ll jump into SEO. Like I said, it’s the
best if you can have both, because that’s going to
allow you to get traffic from paid search and from organic
search at the same time. But essentially the biggest benefit of SEO is it’s free traffic. Apart
from potentially hiring an agency or freelance or
learn to do it yourself and investing the time,
you don’t have to invest anything for every single
click every single month or anything like that. – Yeah. – So that’s why we call it free traffic, and that’s like Matt said, it’s like buying a house. Once you’ve paid off the mortgage you can do whatever you want. You don’t have to pay
the bills every month. So that’s the big benefit of it, and it’s not like you can turn it off. So one… another big benefit of SEO is it’s a long-term strategy. With pay per click,
obviously you turn it on straightaway and it works like that. With SEO, it doesn’t work like that, and we’ll jump into some of
the drawbacks in a minute, but the biggest benefit is that you can’t really turn
it off three months down the line or four months down
the line or six months down the line. It’s not
something that will ever stop. If you do something really,
really bad to your website, if someone does something
really bad to your website, or you don’t maintain it properly, it’s not just going to go from like 10,000 traffic a month to like 2,000 if you’re doing that,
and something has to go drastically wrong for that to happen. So it is something that
once you invest in it it’s going to keep on
arising if you’re managing it properly or at the very
least or it’s going to stay in place and keep serving you. So yeah, definitely good to invest in SEO if you’re looking for
the long-term strategy as opposed to short-term. In terms of looking at the stats, that’s not just us talking, that’s looking at the industry, (inaudible), but organic results get much,
much more clicks than PPC. – Yeah. – Even though PPC can be a
little bit more targeted, but organic, because people
trust it more than ads, right?. – Yeah. – I think it was trying to filter out sort of what’s an ad and what’s not an ad these days because people
know they prefer to click what’s not been paid to
be put in front of them. – Yeah. – So yeah, organic results,
I think it’s something like 80-20, the ratio, something like that… – Yeah. – 70-30. – Something like that. – Organic ads are much more
reliant, and people see them as a lot more reliable basically… – Especially in search ads. – Especially in search ads. – Especially in search ads, yeah. But like it’s good to be
integrated because like if you’ve got traffic… – Well if you… – If you got traffic
from cold traffic from… – Exactly. The best scenario
is somebody types in something that you’re
selling, and your top four pay per click and your
top four are the first organic results. – Yeah. – Obviously that’s going to be expensive because you have to be at the top and you have to out-bid everyone, and at the same time you
have to put in the effort and the time to… and the commitment to be on top of the organic results. But you know, that comes with, again, implementing that long-term strategy. So those are the main benefits of SEO. Obviously there are drawbacks. There aren’t massive drawbacks, but it’s something to consider. So if you want instant traffic SEO’s not for you. If you want traffic tomorrow go for pay per click. – Mm-hmm. – Like I said it’s a long-term strategy. It’s also going to work overnight. – There’s one thing that I
think can work overnight, and it comes under the umbrella of SEO, and that’s conversion rate optimization. So… – Yeah. – Technically like it’s
not going to improve your rankings overnight
because that’s pretty much (inaudible), but conversion
rate optimization comes under the umbrella of SEO. So if your (inaudible) SEO
agency may change things- – So just to clarify, CRO is things like, for example, on the
website if there’s no form on the page… – Yeah. – Yeah. So conversion,
making sure people that once they get to the website,
they have an easy way to actually get in touch with you because you can drive all
the traffic to a website, if there’s no way for them
to get in touch with you it’s useless. – Yeah. So… absolutely. So you can be getting like
thousands and thousands of hits on a site, but
if there’s not a click call to action, and a
simple call to action and a streamlined process then it’s difficult for people
to actually convert, so. There is little changes
that you can do overnight and they can make differences, but the proper differences
come after, you know, months… weeks and months… – Yeah, that’s it. – …of doing… things consistently. – Well that brings me to my next point. I don’t know if it’s a drawback. I mean it’s a drawback if
you want instant traffic, but I’ve put it down as a drawback because it does take effort and
commitment and time. So the shortest space
of time that we take on SEO campaign project for is three months, because that’s the absolute bare minimum. And 99% of the time they
extend to six to 12 months because… – Yeah. – …there’s some results
there after three months, and we have to extend it. So SEO won’t start working
in a couple of weeks. It’s something that… very much so you have to
put commitment and time and effort into. It also requires a lot of research. So the amount of spreadsheets
of directory entries, listings, filtering, things like that, it does take a lot of
planning and research. It’s not something that
you can dive straight into. A lot of it is… I don’t want to say boring.
It is a little bit more tedious to sort of put together PPC ads. But it is something that
you have to sit there and do a little bit of research for, and actually start understanding
your market and competitors and things like that. So it’s not the sexiest thing, but there’s certain processes with
an SEO strategy that you have to implement over time. And it’s not something that you can do in half an hour; it’s
something that you have to implement over time. And that can be sometimes quite tedious, but if you put the planning
and the research in then you’re all set for
having success in the next sort of eight to 12 months. And the last thing is you
have to be kept on your toes a little bit because algorithms
make and cause a storm… – It can. – …overnight. And we’ve
seen that on campaigns. Like if we hadn’t been
on our toes and managed everything properly and made sure that things are kept up to date, with the new algorithms then, you know, campaigns would have easily tanked. Things that we’ve worked on for the past six months could have literally just gone like that. I don’t want to say
overnight, but over a space of like a month, for example. So yeah, make sure
you’re staying on top of what Google was releasing,
what news they have, what their… Google will never change
something like that. They’re always going to
be announcing something that they’re going to be,
you know, testing things and things like that. And they always release
some information, so. But it’s up to you also to test things. But yeah, so be aware
that Google might sort of want to (inaudible) here
and there a little bit. Not to spite anyone. Obviously to make the platform better. But, you know, it comes at
a disadvantage to some of us that are trying to put something in place. Yeah, those are it. I mean… – It’s difficult, but at the same time it’s quite rewarding, isn’t
it, at the end of it… – It is. – …because it’s sustainable (inaudible)- – Yeah, definitely. Especially as, you know, we can… For example, if we send
the PPC report out, saying “Okay, you know, you’ve
spent this much this month, and we got you this much back.” He goes, “Yeah, fantastic.” But you still had to spend
that in the first place. There’s obviously ROI
there, but you still had to spend that in the first place, whereas with SEO, it’s really
satisfying to go (inaudible) you know, you didn’t have
to spend any money on getting any of this traffic… – Mm-hmm. – And month on month it’s growing. Even like after we’re gone
after six months or something, we’ve implemented that strategy. We’ve given you a plan to keep in place to maintain it, long after
we’re gone potentially. If you’re doing the right
things that we told you to do that’s going to carry on…
that’s going to carry on, you know, multiplying each month. So yeah, it’s really
satisfying when you can get sort of free traffic.
Once you’ve paid off that mortgage… I don’t know if there’s any (inaudible) that have paid off a mortgage,
you know how that feels. It’s a little bit like that when results start kicking in from SEO. And those renters out there… It’s going to be a cold winter. All right, okay, let’s end on that note. If you guys have any questions in terms of PPC SEO or any other topics, you know how it works. This is season three now. Drop us a comment. Drop
Matt a message or me a message, and we’ll jump
on the topic straightaway after. So see you guys soon.

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