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Digital Marketing Insight

The Skinny on Organic Marketing and PPC Campaigns

I just uncovered some stats from a research poll, finding that 62% of internet users don’t realize the difference between paid and organic search results. I found this to be interesting since sites like Google clearly mark listings as “sponsored links,” but it’s clear that the majority of internet users aren’t yet aware.

There are 2 different kinds of search results: organic and sponsored (ppc). Organic results show up in the body of the page and sponsored listings appear at the top and to the right of a search results page. Sponsored Ads are almost always labeled by the respective Search Engine as “sponsored or paid.” A list of keywords used in a PPC campaign will trigger ads to display on result and content network pages. For those looking for fast results on a small budget, a pay-per-click campaign may be the answer.

Sponsored Listings are inherently different than organic listings. You are paying for each ad once it is clicked. Google displays them and even indicates that they are sponsored. To an average searcher, they are less trusted (because they are paid for) and they are limited in breadth by budget. One study shows that search users are up to six times more likely to click on the first few organic results than they are to choose any of the paid results. Also, your visibility lasts only as long as your PPC campaign, meaning when you choose to stop paying, the ads will stop showing. While a pay-per-click campaign may produce results, an organic search engine optimization campaign can give you results that last.

In an ideal world, both organic marketing and a well managed PPC campaign will be utilized strategically to maximize your site’s profile. However, budgetary constraints often make this impossible, and trying to do both on a tight budget can result in neither campaign producing ideal results.