Pay Per Click (Adwords) |
Search Engine Optimisation |
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Fast to implement. |
SEO costs decrease over time. |
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Highly targeted traffic on your search terms on the major search engines. |
Credibility – ‘earning’ the ranking rather than paying the highest bid. Research shows users prefer to click on organic search results than “Sponsored Results”. |
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You only pay for users that click through your listing and arrive at your site. |
Improvements to your website made from a search engine perspective usually result in a more user-friendly website. |
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Complete control of what keywords you want to bid on and no limit to the number of keywords. |
A well optimised website can appear across multiple search engines and search markets, at no extra cost. |
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Complete control of budget – decide how much you want to bid for a keyword and your |
Once good search engine rankings are achieved, as long as optimisation is ongoing and monitored then the rankings acquire a “snow ball” effect, increasing over time. |
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Complete control of what text the listing shows – as long as it meets the engines copy and relevancy specifications. |
Helps create a community |
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Good for seasonal activity – immediate start and stoppage. |
Helps build brand! |
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Testing new keywords/text copy/bid caps easy to implement and measure. |
Read disadvantages
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