[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fppc-or-seo-a-guide-for-business-owners-starting-out-in-digital-marketing":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":326,"breadcrumbs":327,"reading_minutes":138,"category":335,"head":337},"2019-09-05T16:03:23",{"rendered":6},"\u003Cp>In light of the recent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsparktoro.com\u002Fblog\u002Fless-than-half-of-google-searches-now-result-in-a-click\u002F\">research from SparkToro\u003C\u002Fa>, the search landscape is changing. It’s more important than ever to know about the different channels available to marketers, how they perform and where to prioritise your budget.\u003C\u002Fp>\n\u003Cp>In an ideal world, every business would have the budget to invest in both PPC and SEO. Truly integrated strategies enable businesses to:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Share data like search query reports between teams to build a better picture of user intent\u003C\u002Fli>\n\u003Cli>Plan for how one channel will impact upon another\u003C\u002Fli>\n\u003Cli>Send consistent messaging to their target audience\u003C\u002Fli>\n\u003Cli>Share visibility on well performing products and landing pages\u003C\u002Fli>\n\u003Cli>Be present at every stage of the customer journey\u003C\u002Fli>\n\u003Cli>Own more of the SERP real estate\u003C\u002Fli>\n\u003Cli>Increase website traffic (even if you’re already the first organic result)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>And so much more!\u003C\u002Fp>\n\u003Cp>However, sometimes, only one is financially viable. So how do you choose which is right for you?\u003C\u002Fp>\n\u003Cp>Below I’ll be highlighting the main factors that might motivate someone to choose one over the other. This is not a comprehensive list of every reason but a summary of their major selling points.\u003C\u002Fp>\n\u003Ch3 id=\"definitions\">Definitions\u003C\u002Fh3>\n\u003Cp>Firstly, let’s make sure we’re all on the same page. What do I mean by PPC and SEO ?\u003C\u002Fp>\n\u003Cp>A quick overview (feel free to skip if you’re a seasoned pro)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>PPC\u003C\u002Fstrong> stands for Pay Per Click and (briefly) is online advertising whereby you pay for clicks from relevant users. Typically, as the name suggests, you only pay when one such user clicks your ad (although this is not the only method of remuneration) .\u003C\u002Fp>\n\u003Cp>Ads are delineated by the ‘Ad’ or “Sponsored” label.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>SEO\u003C\u002Fstrong> or Search Engine Optimisation is the practise of increasing your organic search visibility through technical, on site (on page) and link-building activities (off page) to better adhere to Google’s Guidelines.\u003C\u002Fp>\n\u003Ch3 id=\"why-seo\">Why SEO?\u003C\u002Fh3>\n\u003Ch4 id=\"market-share-and-trust\">Market Share and Trust\u003C\u002Fh4>\n\u003Cp>According to Sparktoro, organic results get the largest share of clicks. Based on figures from June 2019, of 100 searches on Google:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>45.25% of clicks went to an organic result\u003C\u002Fli>\n\u003Cli>4.42% clicks on a paid result\u003C\u002Fli>\n\u003Cli>50.33% were no-click searches\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The full research can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsparktoro.com\u002Fblog\u002Fless-than-half-of-google-searches-now-result-in-a-click\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>SEO places your site in contention to have this majority share of clicks. These figures suggest that users are more trusting of the organic results, perceiving (rightly or wrongly) the companies occupying those positions as reliable industry leaders.\u003C\u002Fp>\n\u003Ch4 id=\"\">\u003C\u002Fh4>\n\u003Ch4 id=\"awareness\">Awareness\u003C\u002Fh4>\n\u003Cp>Factors like Search Engine Results Page (SERP) features can mean greater awareness for your brand. So what is a SERP feature? \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Flearn\u002Fseo\u002Fserp-features\">Moz have a fantastic blog\u003C\u002Fa> which, in an organic nutshell, suggests: Google takes content and enriches this to better satisfy user intent in the SERPs.\u003C\u002Fp>\n\u003Cp>In the SERPs landscape (that’s Google, Bing and other search engine’s results pages), you have the opportunity to rank for plenty of diverse results. If your business goal is to raise brand awareness digitally, then creating ‘long tail’ content that targets informational search queries can cement your services and products in the mind of prospective customers.\u003C\u002Fp>\n\u003Cp>For example, a renewable energy supplier’s goal might be to raise awareness of their brand online. For this reason, they might create blog content on their site on ‘How do solar panels work?’ and similar search queries. If the content answers the users question and is well optimised, this means that the renewable energy supplier will be positioned in front of potential customers that are searching for these terms. If created with E-A-T (expertise, authority and trustworthiness) in mind, long-tail content like this will also help position your brand as a leader in their industry.\u003C\u002Fp>\n\u003Cp>SEO enables you to have visibility and presence at an early stage of the conversion funnel. For PPC, it might not make sense to bid on such a term when your budget could be applied to those who are ready to become your customers.\u003C\u002Fp>\n\u003Ch4 id=\"cost\">Cost\u003C\u002Fh4>\n\u003Cp>On the face of things, SEO doesn’t incur the same upfront fees as PPC. If your site (either through your own efforts or serendipity) is deemed to be a highly relevant answer to a query according to Google’s algorithm, then it will rank well for your keywords at no cost to you (yay!). If you are not in this enviable position and choose to take on either an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> or an additional member of staff then the true cost of SEO is reflected. This comes as either the hourly cost an agency provides or the salary cost of employees focusing their time on these activities.. However, I would stress that paying (either an agency or individual) for SEO is not a prerequisite for SEO success but having a technically sound site, regularly updating the content and naturally earning highly relevant, authoritative links is – however this is achieved.\u003C\u002Fp>\n\u003Ch4 id=\"sustainability\">Sustainability\u003C\u002Fh4>\n\u003Cp>As mentioned above, there is no direct cost associated with SEO. As such, were you to stop investing (time, money or effort) and take the month off it is unlikely you would suddenly drop out of the SERPs and see all traffic to your website evaporate. In this sense, there is an element of longevity to SEO.\u003C\u002Fp>\n\u003Cp>However, this isn’t to say that if you reach position 1 for your main keywords then Game Over, you’ve won. Oh no. Google makes over 600 changes to its algorithm throughout the year meaning the search landscape is constantly changing and no one can rest on their laurels.\u003C\u002Fp>\n\u003Ch3 id=\"why-ppc\">Why PPC?\u003C\u002Fh3>\n\u003Ch4 id=\"reliable\">Reliable\u003C\u002Fh4>\n\u003Cp>PPC is not affected by the volatility of the Google algorithm updates. Whilst an SEO result can see both sudden unprecedented increases and decreases in its rankings, paid results stand outside this lottery. As such, it is, to an extent, a less risky form of investment.\u003C\u002Fp>\n\u003Ch4 id=\"instant\">Instant\u003C\u002Fh4>\n\u003Cp>SEO campaigns are known for being ‘long-term’, often requiring months of nail biting before seeing the effects of the work undertaken. For PPC, the effect is instant. Once you invest budget, your adverts have the potential to begin driving relevant users to your site and sales immediately.\u003C\u002Fp>\n\u003Cp>For your ad to show, it must have achieved a certain Ad Rank. One factor in this is the amount you bid but other factors include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Quality Score\u003C\u002Fli>\n\u003Cli>Enabled Ad Extensions\u003C\u002Fli>\n\u003Cli>Context\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The full list of features is available \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F1722122?hl=en\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch4 id=\"flexible\">Flexible\u003C\u002Fh4>\n\u003Cp>PPC campaigns are innately flexible. A useful way of thinking about these campaigns is a little like a tap. When campaigns are going well and driving a good ROI, the tap can be turned on allowing more budget to flow freely through it and the campaign to scale. Alternatively, if performance isn’t great, the tap can be switched off immediately, preventing further budget from being spent.\u003C\u002Fp>\n\u003Ch4 id=\"measurable\">Measurable\u003C\u002Fh4>\n\u003Cp>PPC is easier to measure for certain metrics such as ROI than SEO. Google Ads provides a whole host of metrics that enable you to see how your ads are performing including Impression Share, Click Through Rate and Conversion Rate.\u003C\u002Fp>\n\u003Cp>In addition, there are nifty features including the ‘search query report’ which tell you the keywords that triggered your ads. This data can assist you in mining for keywords which perform most profitably for you and deserve bid adjustments and which keywords, if irrelevant or expensive, you might want to exclude.\u003C\u002Fp>\n\u003Ch4 id=\"incongruous\">Incongruous\u003C\u002Fh4>\n\u003Cp>As mentioned above, ads are delineated by a label displaying “ad” or “sponsored”. However, more and more, they are blending into organic results and, to the untrained eye, almost indistinguishable. For example, shopping ads are being added to the Google Image results and the new mobile search ads have an updated format to encourage click through rates.\u003C\u002Fp>\n\u003Ch3 id=\"to-sum-up\">To sum up\u003C\u002Fh3>\n\u003Cp>If you need immediate results and don’t have 6 months of capital to invest before you see impact then paid could be a priority for you. On the other hand, if CPCs are too high and too competitive, a long-tail SEO strategy might be your only feasible opportunity.\u003C\u002Fp>\n\u003Cp>However, for businesses looking to aggressively grow with fewer budget constraints then both PPC and SEO are an important investment to make simultaneously.\u003C\u002Fp>\n\u003Cp>As a top-level summary, this blog doesn’t account for all the nuances that each individual business will need to consider when deciding which channel is the one for them. If you’d like to speak with a strategist about the right route for your business, please call or email us!\u003C\u002Fp>\n",false,"standard",[10],39,[],[13],135,[15,16,17,18,19,20,21,22],"post-4592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":24,"hero":134},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"PPC or SEO? A guide for business owners starting out in Digital Marketing",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,122],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":121},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":107,"image":108},{"to":110,"name":111},{"type_key":16,"title":123,"excerpt":124,"to":125,"postedAt":126,"readingTime":127,"image":128,"authors":129,"category":133},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[130],{"name":131,"image":132},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":135,"style":136,"heading":28,"date":4,"updatedAt":137,"reading_minutes":138,"image":139,"imageAlt":28,"categories":140,"collections":325},"blog-post","light","2024-09-23T12:48:24",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSHTGypDv-050720211625508925_javier-allegue-barros-C7B-ExXpOIE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[141],{"id":10,"count":142,"description":143,"link":110,"name":111,"slug":144,"taxonomy":145,"parent":42,"meta":146,"acf":147,"head_links":148,"resource_count":149,"yoast_title":150,"yoast_meta":151,"yoast_json_ld":195,"_links":293,"path":110},281,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":34,"title_override":34,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[152,154,157,160,163,166,169,171,173,175,178,181,184,187,189,192],{"property":153,"content":150},"title",{"property":155,"content":156},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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