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ROI Related to budget is the ROI you need to get from your search engine marketing. The investment you make needs to leave room for a profit. Let’s say you sell a product that costs $ and you make one sale for every clicks from a PPC ad. If the average cost per click is $ , it’ll cost you $ to make a $ sale. A few relevant, organic keywords placed strategically throughout your website, and an SEO-focused blog, would be better investments. Timing It’s not always possible to wait for the long-term benefits of SEO to kick in. That’s where paid search really shines.
  
Whether you’re a new business, launching a new product, or just need to grow in your territory wedding photo editing service  quickly, PPC ads will jump you to the top of search engine pages and deliver high-intent traffic right away. That said, if you have the bandwidth to do both, you can publish some content and work on other on-page SEO steps while running PPC ads. Targeted keywords Different types of keywords lend themselves to different search marketing approaches. SEO is a better strategy for informational keywords because the people searching for them show an intent to learn, not buy. Highly competitive keywords that suggest purchase intent, on the other hand, are perfect for PPC ads. Here’s an SEO vs. SEM example.



Let’s say you run a lawn care business. It would be great to rank highly for the term “when should I water my lawn” because people searching for that key phrase likely have lawns and are interested in making them look good. But notice that there aren’t many ads on the results pages for that keyword. SEO vs. SEM -screenshot of organic google results That’s because those searchers aren’t necessarily looking to hire a landscaper right now. So if you spend money to get those clicks through PPC ads, it’d be hard to make your money back. SEO is your best bet for these informational keywords. Let’s flip it and look.