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Sam Briggs

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| 2 min read

What is SEO and PPC?

By Sam Briggs

SEO and PPC are terms which have become ubiquitous with digital marketing in the modern age. SEO stands for Search Engine Optimisation, which is effectively the processes which are built into websites in order to gain the site a better placement on the results pages of search engines. PPC stands for Pay Per Click advertising and involves paying to place adverts targeted directly at your audience.

SEO (Search Engine Optimization)

Unlike PPC advertising, SEO can’t be bought – it has to be earned! With careful work on the back end of your website, we can get your website to appear higher in the results pages of search engines – potentially increasing your target audience. This increase in traffic to your website means that there are more potential customers and therefore more potential opportunities for sales.

SEO means that the content for your website uses words and phrases which people who want your products and services will use when searching for them. For example, someone looking to buy a second-hand sofa might use the search phrase ‘used sofa’, ‘second-hand couch’ or be more specific ‘used three seater sofa’. If your second-hand sofa sales website uses the phrases that customers might search for, then they stand a greater chance of finding your website.

PPC (Pay-Per-Click)

PPC advertising can be undertaken through a variety of channels, but in effect, it puts a sponsored link for your business on the top of your chosen search engine, and every time a customer clicks the advert, you pay a fee. The point of PPC is to ensure that you get a return on your investment, and this can only happen through careful analysis so that you don’t waste money on click which doesn’t then result in a sale. The key to it is properly identifying your target audience and using keywords which they would likely search for in order to make the link to your website more relevant and attractive.

Of course, this can be complex and time-consuming to manage, and we are able to take on all of that stress for you and manage your PPC to a budget that you set. We carefully analyse the market in which you operate to ensure that the correct keywords are chosen and plan and execute your PPC campaign accordingly.

There are a number of different PPC systems out there. Some like Google Adwords and Bing Adwords deliver sponsored links at the top of the respective search engines, whereas others such as Google Shopping feature your products at the top of their shopping pages.

PPC isn’t the only way you can target advertising directly at your customers. There are services such Facebook Ads and Twitter Ads which analyse their users’ website browsing habits in order to aim adverts directly at a single section of their user group. For example, makeup adverts may be aimed at young women who search for brands like Benefit, or a Twitter user following Game of Thrones might have ads for other fantasy TV shows targeted at them.

Again, these systems take time to properly aim at the correct demographic and in turn see a return on investment. Let us manage your targeted ads campaign to take that stress away from you.

If it’s something you think your business needs or need help and want us to manage your campaigns? We will analyse, plan and execute the best strategy for your business and manage your budget to get results for your business, so get in touch today!