We get asked, “Which is better: SEO or PPC?” by automotive dealers all the time. It’s a loaded question for sure. It assumes that one is better than the other. That’s not necessarily the case.
Search Engine Optimization (SEO) and Pay per Click (PPC) are two of the most utilized search models and online marketing strategies. Both have their own advantages and disadvantages, so it’s important to first understand each one.
Search Engine Optimization is the process of improving the visibility of your website and webpages in organic results of search engines like Google.
This means getting your webpages to consistently rank higher with your brand taking up more real estate on Search Engine Result Pages (SERP) over time. This can be accomplished by optimizing optimizing your online content, structure, and code for relevant keywords with search engine algorithms in mind, which calculate the quality and relevance of your pages, thereby ranking you accordingly.
PPC is a more immediate way to accomplish the above and to get traffic to your website. With PPC, you pay each time someone clicks on your ad. This means you can start seeing results right away.
SO, WHICH IS THE BETTER INVESTMENT?
While the best investment for your dealership will depend on your specific goals and budget, automotive SEO is typically a long game investment that will generate consistent traffic with PPC driving immediate short-term results.
Races are won in inches AND miles.
Here is a table that summarizes the key differences between SEO and PPC:
Search Engine Marketing (SEM) is the umbrella term for all the strategies and tactics businesses use to improve their visibility in SERPs. This includes both SEO and PPC.
When used together, SEO and PPC can compliment and support each other. SEO can help you build a foundation of organic traffic, which can then be used to improve the performance of your PPC campaigns. PPC can also help you drive traffic to your website more quickly, which can help you improve your SEO rankings.
In addition, SEO and PPC can be used to target different audiences. SEO is more effective at targeting long-tail keywords, which are more specific and less competitive. PPC is more effective at targeting short-tail keywords, which are more general and more competitive.
By using both SEO and PPC, you can reach a wider audience and achieve your marketing goals more effectively.
Your ever-changing goals may require an agile singular or combined method. Total Search™ is a more effective way to approach SEM and SEO. When these two disciplines are managed together under one roof, it creates a more streamlined and efficient marketing process. This approach allows for seamless data sharing, which is crucial for understanding trends, and user behavior, and improving overall performance. It also encourages smarter planning, ensuring that both SEO and SEM strategies complement each other and work towards the same goals.
WHEN IN DOUBT, ASK AN EXPERT
The best option to make decisions on what to use and when to use it, is to consult with a Google Certified Expert.
Our customer support and media teams are 100% Google certified. Many are experienced in automotive as former car dealers and industry veterans. Dealer Teamwork understands the unique challenges that go into running a successful dealership and are built on knowing how to generate successful digital marketing strategies.