Numerous e-commerce businesses struggle to get their content before their intended audience. In order to make it easy for your audience to discover you, there are two fundamental eCommerce marketing initiatives: Paid and Organic Search.
Paid Search involves making advertisements that are highlighted at the top of search engine pages. The advertiser has to pay a fee whenever the ad is clicked by a viewer − basically bringing in traffic to your website.
Organic SEO services entail SEO, also known as Search Engine Optimization, which involves streamlining your eCommerce website to boost the organic rankings and drive more traffic to your website − which is absolutely free but requires dedicating some time and efforts.
It’s important to remember that one isn’t better than the other, and the choice purely relies on the business’s unique requirements, goals and time constraints.
If you don’t know where to begin then you’re in the right place! The one common thing before you get started is to understand consumer profiles and shopping personas to characterize your audience clearly. In this blog, we’ll be analyzing the differences between paid and organic search and scenarios in which these strategies yield best results.
circumstances where ‘paid search’ works well for ecommerce
While Wanting Results Immediately
In Search Engine Optimization, reaching the top rank of the organic search requires dedicating a lot of time and effort. It is absurd to expect results within a brief timeframe. SEO is a strategy for maintaining consistency in ranking positions and boosting traffic in the long run.
On the contrary, showing paid advertisements to the correct audience will undoubtedly drive notable results. As indicated by Hubspot Research, PPC Ads can increase brand awareness by 80%. If your aim is to get immediate results, then Paid Search is the go-to option.
If You Are Targeting a Niche Audience
If you want to target a niche audience segment, it is recommended to implement paid search. An important element paid search offers that organic search doesn’t is its in-depth and narrow targeting abilities.
For example, Facebook’s advertisement targeting provides a variety of different choices, such as age, sex, language, interests, life events targeting, and many more.
Dividing prospects based on such parameters makes sure that your products/store is being viewed by the audiences you intend to target. Such narrowed-down paid campaigns drive more traffic to your website, which implies more profitability for your business.
Know why Google is not admiring you like you want it to?
While You Are Running Time-Sensitive Offers
This one is related to wanting results immediately. In case you’re running a limited-time sales promotion or providing something time-sensitive, there’s no uncertainty about the paid search being the most appropriate strategy.
Paid advertisements will drive the outcomes you need within a short timeframe. Try to avoid SEO here as they take a longer time to provide desired results and not as accurate as paid campaigns in delivering your offer only to your intended audience.
The only disadvantage of Paid Ads is that 70-80% of viewers completely ignore them and care just about the organic search results.
While Your Main Priority Is Ranking
Anybody with the basic comprehension of paid versus natural search realizes that paid advertisements rank right above the organic search results.
If your primary objective is to rank at the top of search engine pages, then it is recommended to proceed with utilizing paid promotions.
According to research by Search Engine Land, 75% of the individuals who click on paid ads state that they make it easy for them to find the information they are searching for.
circumstances in which ‘organic’ efforts works well for ecommerce
Ecommerce is a highly competitive field, and there is a big tussle between organizations to get to the top spot in organic search results. Putting in a ton of resources into paid ads will undoubtedly lead to high rankings; nonetheless, these strategies aren’t guaranteed to be sustainable in all cases.
Organic Search is significant since it holds enduring value. Organizations that put forth the attempts to enhance their SEO strategies reap immense benefits when their website shows up at the topmost position of the search engine results pages. Here are some of the common circumstances in which eCommerce businesses can opt for SEO traffic.
If You Want to Hold On to Top Rankings for Long
It can take anywhere from three months to more than a year before organizations get to see the outcomes of their organic search endeavors. This may appear to be troublesome, but it is, without a doubt, a steady process that reaps benefits in the longer run.
Enjoy the advantages of getting consistent traffic to your website when your webpages show up at the top of organic search. Proceed to upgrade and tweak your strategy to rank higher for an extended timeframe or hold on to the position for long.
When You Want To Establish Website Authority
An authority website is any website that individuals use to get accurate and reliable data. If you’re attempting to increase your website’s authority, organic search is the most appropriate strategy to take.
To rank higher in organic search, augment your off-page SEO with backlinks from other authority websites. These backlinks basically tell web indexes that your website is credible on the grounds that it is “upheld” by a trusted, authority website.
When You Want To Boost The Value Of Your Website
If you want to boost the value of your website, it is highly recommended to take the SEO route. While paid search enables you to narrow down the target audience, SEO compensates for its shortcoming by offering multiple options to gain traffic and boost the value of your eCommerce store.
Apart from focussing on search engines, you can steer in traffic from social platforms, RSS feeds, partner websites, forums, guest blogs, creating high-quality content, showcasing user-generated content like reviews and ratings, and so on.
Final Thoughts
Ultimately, your eCommerce business will significantly profit from both organic as well as paid traffic.In the case of SEO, it is imperative to put in some time, adequate planning, and expertise into building organic strategies that will help you to improve your online presence, website authority, and search engine results page position over the long haul.
While paid promotions require a bigger monetary investment, they get quick exposure, brand awareness, provide instant ROI while you wait for your Organic Search endeavors to pay off.
Partnering with an eCommerce marketing agency can help you build paid and organic campaigns that work well for your business. Ziffity has got your back. Catch up with our marketing experts for a free website audit today and start preparing your roadmap to success.
