For the majority of business owners, having an in-depth understanding of the many technicalities of both PPC and SEO can be a daunting task. However, without at least a minimal grasp of the basic facts, it is difficult for companies to make informed decisions. The wrong decisions can have a negative impact on their businesses by way of lost opportunities and wasted resources. Each medium of advertising has its own strength and weaknesses, and the ultimate decision rests with our own unique set of priorities and expectations, in line with our advertising budget.
Pay-per-click or 關鍵字廣告 advertising is a very popular form of advertising. Company websites are ranked in the search results of search engines according to the bid price that each is prepared to pay for every visitor click. That accounts for the use of the terminology pay-per-click. Although it has been said that advertisers do not pay more than what they are prepared to pay in terms of their bid price and daily budgets, it is well to note that for highly competitive keywords, a low bid price will not even earn you a place on page one of the search results. The monthly cost of PPC advertising can be in the order of thousands of dollars, and it is of utmost importance that keywords should be well targeted to the right audience as this will reduce the unnecessary wastage of resource. There are also many intricate settings in the search management platforms, and the wrong settings could have a vast impact on the success of your advertising campaign.
Search engine optimization, or SEO, would at first sight seem to be an attraction option because search engines do not charge for every visitor click. In SEO, attempts are made to rank your website in what is called the natural or organic search results. However, ranking high for competitive keywords is something that is out of the technical ability of many SEO companies, and for those who have what it takes to do the job, their fees are not cheap. Businesses do not just pay for the initial ranking, but the subsequent maintenance as well. Due to the unpredictable nature of search engine algorithms, any SEO agency that promises top rankings for highly competitive keywords ought to have their claims verified. It is also important to know that search engines usually display results unique to particular geographical locations, and you may want to be sure that the geographical settings are in fact what you have asked for.
In conclusion, there isn't a definitive answer as to whether PPC or SEO is the better choice. Our decision should be based upon our particular needs and constrain as dictated by our budget.
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