SEO vs PPC: Which Generates The Highest Return?

SEO vs PPC: Which Generates The Highest Return?

92.96% of traffic comes from Google’s Search, Image, and Maps.

Ranking on the Search Engine Result Page is thus a great Digital Marketing strategy to get high traffic. SEO (Search Engine Optimization) and PPC (Pay-Per-Click) are two important forms of Digital Marketing which promote businesses by ranking high on the Search Engine Result Page. They use different means for improving visibility on SERP – SEO uses Unpaid/organic strategies, while PPC includes Paid Advertisement.

As businesses looking for improving brand awareness, driving traffic, increasing conversions, and getting great Returns on Investments, you would want to decide what strategies to invest into to make this possible. And while you are at it, you may fall into this debate of whether you want to opt for SEO or PPC. SEO vs PPC – What to choose? Which will get you highest Returns? As a SEO Company in Bangalore, we have been providing Digital Marketing services for businesses over years. This query has been a driving point for most of our clients. And today, we’ll be delving into it in details.

What Is SEO?

SEO stands for Search Engine Optimization. In SEO, you optimize your website by creating quality content, well designed, and well structured websites so as to Let your website rank on the Search Engine Results Page or SERP. In SEO, you earn visitors to your website organically.

The various SEO strategies includes – On-page optimization, Off-page optimization, Technical SEO, Content audit, Producing quality content, doing research and including keywords within the content for which you can rank, analyzing competition, etc.

What Is PPC?

PPC stands for Pay Per Click. In this type of digital marketing, advertisers bid for the visibility of your website within the advertising estate. For every click your website receives through this platform, you pay some pre-decided amount. In PPC, you buy visitors to your website. Search Engine Advertising is an important part of PPC where you pay to show your Ad on the Google’s SERP platform. 

The various PPC strategies includes – Keyword research, competitive analysis, Ad copy, account structure, bid management, campaign management, landing page development, etc.

 SEO vs PPC:

Now that we have cleared the air about what exactly SEO and PPC is and what are their differences. We’ll now try to understand the pros and cons in both of them. And then, you can arrive at your conclusion.

SEO – Positives and Drawbacks:

  • Stats show that Desktop Organic listings get 20 times more clicks than PPC Ads; while Mobile Organic listings get 10 times more clicks than PPC Ads.

  • SEO is a digital marketing method which gives you long-term results. Once you optimize your website, and appear on SERP, it’ll be getting you more and more visitors. The best part is that it enables your website to be visible all the time.

  • Your content is evergreen and even if it is older, if Google finds it relevant, it’ll be on the SERP. Thus, you will be visible for months, and even years on stretch, which will continuously get you traffic and conversions and yes, increasing Returns on Investment.

  • People trust those websites which are present Google’s SERP. And if you are able to rank on the first page, you will be able to create brand awareness always.

  • In SEO, you can target the audience by optimizing the keywords for all level of your marketing funnel, be it the start, the middle, or the end.

  • The time required to see SEO results is its greatest drawback. Once you start working on SEO, it can take even 4 months more to see the results. Also, as the results are not immediate, it becomes difficult to analyse if your strategies worked.

  • Also, Google’s algorithm gets updated, and thus, you may require to make changes accordingly, so that there is a need monitor your performance.

PPC – Positives and Drawbacks:

  • Unlike SEO, PPC gives you fast and immediate results. This is the strongest positive of PPC, as it will give you short-term results. It is great to get your website some immediate visibility.

  • Once you start a specific PPC campaign, you’ll see immediate results. Thus, you can clearly understand the success (or failure too) of your campaign.

  • Google allows for enables you to have a clear analysis of your Paid Campaigns (because let’s be real – Google will give you benefits for you’re paying google). Thus you have clear reports about the traffic, conversions as well as ROI.

  • PPC also allows you to target highly specific target. Thus, you can decide who will get to see your Ads – you can decide upon the location as well as demographics of your target audience. Not only that you can use it for retargeting too.

  • Also, PPC gives you better control over your PPC Campaigns so that you can manage it.

  • The most important drawback of PPC is of course the fact that it is Paid Advertising. You need to pay up to see the results. Once you stop paying, the traffic stops. Also, when compared to SEO, the cost of acquiring a customer is way more.

  • Used to seeing advertisements on the screens, people tend to ignore Ads. Stats show that 80% of people ignore PPC ads.


Both SEO and PPC both solve their own purposes. PPC can get you great and also immediate results, however you need to put in great investment. The returns are great too. However, PPC is for short-term. SEO on the other hand gives you long term results and the returns thus goes on increasing, that too without costing you. If one is to choose between the two, we suggest you work on both. Initially you can invest with PPC, and along with that start learning and optimizing for SEO. A proper integration of both the methods will get you the good of both.