From the course: The Ultimate Guide to B2B Digital Marketing
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Search engine optimization vs. PPC
From the course: The Ultimate Guide to B2B Digital Marketing
Search engine optimization vs. PPC
Search engine optimization - SEO - is when you publish content that's designed to rank in search engines organically. That means you don't pay while SEO is usually cost effective. It may take some time before you start seeing real sales opportunities. If you're looking for faster results, you might want to consider adding search advertising to your marketing mix. In this lesson, I'll explain the basics of search advertising and when to use pay per click ads versus SEO. That way you can decide what mix of paid and organic tactics is right for your business. Search engines, including Google, offer ads that place your website at the top of the page for a given keyword. Depending on the search term, search engines display one or several ads before displaying any organic results. Because of that, ads can drive a lot of valuable traffic. Search ads are often referred to as pay per click or PPC Because you pay a set amount, your bid, whenever someone clicks your ad. The amount you have to…
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