When users search online, they’re actively expressing interest or intent by typing in specific keywords. As marketers, our goal is to present the best solution for their needs.
There are two main ways to appear in search results:
- SEO (organic search results);
- PPC (pay-per-click) advertising (which appears above the organic results).
There’s often debate about whether people click on ads or not, or whether paid advertising results in purchases. Let's take an objective look at this topic.
On the first screen of Google search results, you typically see:
👉 4 paid ads at the top;
👉 Google Maps listings;
👉 and no organic search results until further down.
Back in 2016, Google data (before they expanded to 4 ads and added green highlights) showed that the first block had a 67% click-through rate. That’s a significant number.
In 2024, based on our agency’s data, 70% of clicks went to PPC ads, while 30% went to organic SEO results, even for sites ranking in the top 10.
Key features of paid ads:
- Phone numbers in the ads;
- Click-to-call options;
- Additional links to specific pages;
- Highlights such as promotions or benefits;
- Structured snippets for showcasing services or brands;
- The ability to say anything in the ad, not just what’s needed for SEO indexing.
Rules for placing sites in PPC results
Ad rankings depend on several factors:
👉 Your bid (what you’re willing to pay per click);
👉 Ad quality score;
👉 The ad’s click-through rate (CTR);
👉 So, it's not just about money.
That is, it is not only money that influences. And this is correct, there is fair competition.
On the second screen of search results, you’ll find SEO listings - 10 unpaid results.
Here’s the difference: in organic results, you don’t get to show off advantages or special features in the same way.
Rules for placing sites in SEO results
SEO relies on optimizing your site based on 182 ranking factors, including:
👉 Keywords,
👉 Site structure;
👉 Unique content;
👉 Backlinks;
👉 and, of course, competition and search engine algorithm updates.
Stability in SEO is uncertain, and not all factors are within your control.
SEO vs PPC: Which is Better?
- Speed. PPC provides instant results with predictable outcomes. SEO takes time, and the results are often less transparent.
- Traffic quality. PPC targets highly segmented traffic based on specific criteria. SEO can drive both high-quality and low-quality traffic, often resulting in lower conversion rates.
- Cost. Cost is a critical factor in choosing between the two. The price of traffic varies significantly, but it’s important to focus on conversion rates. You need to build a lead generation model to truly understand the cost of acquiring a customer.
- Conversion rate. With proper management, PPC can achieve conversion rates of 2 % or higher, while SEO generally results in 1 % or more. Again, the key is to consider the cost per customer acquisition.
- Project strategy. For long-term projects, it’s best to develop a comprehensive traffic strategy using both SEO and PPC. For seasonal projects, PPC is often the better option.
- Product and its specifics. For high-profit products, it makes sense to invest in both SEO and PPC. For low-margin products, SEO is more effective. Unique products can benefit from both, while non-unique products are best suited for PPC, as position in search results is critical.
Final thoughts: SEO or PPC?
While SEO may seem like a thing of the past, it still holds significant value, especially when customers see your site in both PPC and SEO results. This builds a trust factor. That’s why we still recommend a combined approach.
There are many pros and cons to SEO promotion. Each project is unique, so the right strategy will depend on your specific goals and circumstances.
We encourage you to watch our video for practical insights, facts, and figures on the effectiveness of SEO today.
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