Why Organic SEO Alone Is Not Enough
Before we start with AdWords intricacies, maybe it makes sense to
explain a bit why you can't do without paid ads and how they are
better than organic traffic you are getting from search engines for
1. PPC Is Cheaper than Organic SEO
article explains in details why organic SEO alone is not enough.
In brief, the first reason why you need PPC is that PPC is much
cheaper than organic SEO. Yes, you do pay for your ad to be displayed
but this compared to all the time, effort, and money you spend in
order to achieve good rankings is a drop in the sea.
2. PPC Results Are More Predictable
Second, with PPC you can get more predictable results – you bid
on given keywords, measure how each of them is performing, remove the
underperformers, rinse and repeat. With organic SEO you never know if
you will make it to the top 5 and even if you do, how long it will
take before you drop down. Just a minor change in search algorithms
can kick you from the first page of search results to let's say the
tenth page, where almost nobody will find you.
3. SEO Traffic Is Unreliable
It is this volatile nature of organic SEO that makes it hard to
base your business on. SEO traffic is unreliable and if you are OK
with it, it's fine but if you are serious about your business, then
you need a more solid targeted traffic foundation. AdWords ads are
such a foundation and this is why they are so popular among marketers