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Pay-per-click (PPC) advertising and SEO (search engine optimisation) are different digital marketing strategies that both increase visibility in the search engine results page (SERP) and drive more traffic to your website.

Why not find out more about PPC in our two blogs: Different types of pay-per-click ads and how to set them up and Pay-per-click advertising and your business.

Once you've implemented an SEO strategy, it may take some time at first to see results. You could measure performance by the high placement of your content in the SERP. One key element that separates SEO from PPC is that you do not pay search engines to rank your content. Like PPC, SEO concentrates on keywords and SERP visibility but takes up much more of your time.

PPC differs from SEO in that it is paid advertising. When it comes to Search ads, you'll be competing with other advertisers to appear at the top of the SERP. You're precise about where you want your ads to appear—targeting keywords and a specific audience. You then pay a fee each time someone clicks on your ad.

PPC is well-known for producing quick results. A PPC campaign propels you to the top of the SERPs, whereas an SEO strategy requires significant time and effort. That's why PPC is beneficial if you want to drive traffic, leads and conversions—fast.