PPC vs Natural Search A Cost Comparison Case Study
The attraction of Pay Per Click (PPC) online advertising is undeniable. Each click costs virtually nothing, you only pay for the clicks you get, and you set your own daily budget so you know exactly how much youre going to spend. Most importantly, your listing appears instantly.
On the other hand, a high ranking in the natural search results seems unobtainable. Theres a perception that hundreds of thousands of other businesses are competing for your keywords, and that makes it seem like a real rat-race. And it also seems like such a big mountain to climb; its true that it can take months to reach the first page for your target keywords. To make matters worse, thousands of opportunistic (and some very dodgy) SEO companies have emerged, looking to make a quick and big buck out of market naivety. So to CEOs, BDMs, marketing managers, webmasters, and business owners, the road to natural search ranking seems expensive, risky, and beset with traffic.
But does this mean you should forget natural search?
Definitely not!
Firstly, most user studies to date have found that people pay more attention to...
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