Before we can answer this question in the best way we can, we need to consider the reason we want to use one of those services in the first place. There is no best way to do things, but we can identify the optimal tool for the task that would give us the biggest bang for the buck.
That said, every word or every combination of words has a monetary value in Google’s eyes. That value has to do with the amount of traffic that those words have behind them or the number of people searching for those words every month. Naturally, the more traffic a keyword brings, the more monetary value it has.
You can check the perceived value for keywords you are interested in through Google AdWords. In there, Google prices the keywords based on the monthly traffic they bring.
Once you set up a Google advertisement and start ranking for your target keywords, it only takes somebody to click your ad for you to get charged, no matter if that visitor buys anything or not. See, it could take as many as 50-100 clicks before a sale is made or before a client calls you. At that point, if you are targeting a very competitive keyword, you could be paying as much as 80-100$ per click! In other words, it could take 1000s of dollars in order to get a client or a sale. For example, if only 5 people click on the ad daily that is priced 10$ per click, this campaign will cost 1500$; and this is only 5 clicks in a day!
It is true that comparing to immediate rankings of AdWords, Search Engine Optimization rankings are much slower, sometimes taking months or even years if we are going to insanely competitive and mature markets. Depending on the difficulty of the task, SEO costs can range anywhere from few hundred dollars to 10,000 of dollars per month. However, the long-term return on investment is always better with SEO, when compared to PPC. SEO job targets multiple keywords to be ranked. Once the contract is done, rankings are preserved for a very long time after that. And if your website gets 5 or 100 clicks per day, the price is the same.
One additional note about SEO, if you are resourceful and smart about it, you can even do some SEO improvements to your website by yourself, absolutely free. There are plenty of good resources, such as https://www.plutusmarkseo.com, offering free information on how to rank safely and successfully
After all that was said, I believe that PPC can be a good option for small temporary campaigns. A very good example would be to test the interest of something or how well a product would sell before officially releasing it. SEO would be great to build up a brand and solidify its position for long-term plans.
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