There is a continuous growth of consumers making online purchases. The search engine marketing is now getting used for this online business very actively to get those potential visitors to their websites. The search engine marketing is mainly exists in forms. Namely Pay Per Click and Search Engine Optimization. They are also known as PPC and SEO. PPC is a form of online advertising that mainly gets you the traffic to your website making your visitors clicks your ads. Whereas, SEO is an optimization process. To make your website appear higher in search engine ranking, it alters and works on a number of factors related to website.

The advantages of Pay per Click method:

• The website need not be changed in most of the cases.
• It so quick that you can see the results within a few hours of turning on the campaign.
• It is very calculative. You will have to pay only up on getting your ad clicked. This strategy makes this method more reasonable and effective.
• You can select which keywords to bid on.
• Allowing constant excellence, the results can be tracked.
• You can target audience as per demographics.
• Depending on your budget, you can rank your keywords. You can pay a bit more for some
• Keywords and less for some and moderately for others. It is very much flexible indeed.

The advantages of Search Engine Optimization method:

• Unlike PPC it will cost you nothing to get a visitor to your website.
• Initially you have to work a lot. Once you achieve a ranking to your website through SEO, it lasts longer after the initial work is finished.
• We can say SEO is for long term and PPC is for short term. SEO is comparatively more cost effective in a long term.
• The sites that are ranked in search engines are more likely trusted by the visitors.

Both PPC & SEO methods as explained above have now come closer than ever with changing tactics of Google.


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