What is Paid Search?

Paid search refers to online advertising in which businesses pay to have their ads appear at the top of search engine results pages (SERPs). This is commonly done through platforms like Google Ads or Bing Ads, where advertisers bid on keywords related to their business. When a user clicks on the ad, the advertiser pays a fee—hence the term pay-per-click (PPC).

Paid search gives businesses immediate visibility and allows precise targeting based on factors such as user demographics, location, and search intent.

What is Organic Search?

Organic search refers to the non-paid listings on search engines that appear based on their relevance to the user’s query. Organic results are achieved through search engine optimisation (SEO)—the practice of optimising your website to rank higher in search results. This includes keyword research, content creation, technical optimisation, and earning backlinks.

Unlike paid search, organic rankings cannot be bought. They are earned through valuable, relevant content and a well-optimised site, making organic search a more sustainable long-term strategy.

Key Benefits of Paid Search (PPC)

Paid search offers businesses the opportunity to reach their target audience quickly and effectively. Here are some of the key benefits:

1. Immediate Results: Once your campaign is live, your ads can instantly appear at the top of search results.
2. Precise Targeting: Paid search allows you to target specific demographics, locations, and even devices, giving you complete control over who sees your ads.
3. Measurable ROI: With PPC, you can track every click, impression, and conversion, making it easy to measure your return on investment.
4. A/B Testing Capabilities: PPC platforms enable easy testing of different ad creatives and landing pages to see what works best.
5. Perfect for Short-Term Goals: Paid search is excellent for driving traffic to limited-time promotions, events, or new product launches​​.

Key Benefits of Organic Search (SEO)

While SEO takes longer to deliver results, the benefits of a robust organic presence are undeniable:

1. Sustainable Traffic: Once you rank highly for relevant keywords, you can consistently attract traffic without ongoing ad spend.
2. Credibility and Trust: Users tend to trust organic listings more than paid ads, seeing them as more credible and relevant.
3. Cost-Effective Over Time: Although SEO requires an upfront investment in content creation and optimisation, it becomes more cost-effective as your rankings improve, and you attract traffic without paying per click.
4. Brand Authority: By consistently providing valuable content, you position your brand as an authority in your industry.
5. Competitive Advantage: High organic rankings can give your brand a long-term competitive edge, especially in industries with high ad costs​​.

When to Prioritise Paid Search

Paid search is a powerful tool when you need immediate visibility and control over your marketing efforts. Here are a few situations where prioritising PPC might be the best choice:

• Launching a New Product or Service: PPC campaigns can quickly generate awareness and traffic for new offerings.
• Highly Competitive Markets: If your industry is saturated, it might take time to rank organically. Paid ads help you bypass this by appearing at the top of search results.
• Targeting Specific Audiences: Paid search lets you hone in on users based on criteria like location, age, or interests.
• Short-Term Promotions: PPC is ideal for driving traffic during sales events or limited-time offers.
• Testing Keywords and Offers: Paid search allows you to test different keywords, landing pages, and offers to see what resonates before committing to long-term SEO efforts​​.

When to Prioritise Organic Search

Organic search is a long-term strategy that pays off over time, making it a key focus for sustained growth. Here’s when to lean into SEO:

• Building Long-Term Traffic: SEO builds a foundation of traffic that continues to grow over time without ongoing costs.
• Establishing Credibility: Users tend to trust organic results more than ads, which can improve your brand’s reputation and customer trust.
• Maximising ROI Over Time: While PPC requires constant investment, SEO becomes more cost-effective the longer your site ranks well.
• Competing on Content: If your industry thrives on content marketing, organic search allows you to showcase your expertise and rank for informational queries.
• Improving User Experience: Many SEO efforts, such as faster page loading times and mobile optimisation, improve the overall user experience of your website, which can lead to higher engagement and conversions​​.

Finding the Right Balance for Your Brand

The key to a successful search engine marketing strategy often lies in finding the right balance between paid and organic search efforts. While PPC can deliver quick wins and drive immediate traffic, SEO is a long-term investment that builds brand authority and sustainable traffic.

How to balance paid and organic search:

• Use PPC for short-term gains and SEO for long-term success: Paid search works well when you need to generate traffic quickly, while SEO builds the foundation for ongoing visibility.
• Monitor your results: Regularly track performance for both paid and organic efforts. Use PPC data to inform your SEO strategy by identifying high-converting keywords to target organically.
• Layer both strategies: Use PPC to complement your organic rankings. For example, if you rank well organically for a specific keyword but your competitors are running paid ads, running your own ads ensures you dominate the search results.
• Adjust based on your goals: If your goal is immediate sales, lean into PPC. If you’re focused on long-term growth, invest in SEO. Over time, integrating both strategies will create a well-rounded search presence​​.

FAQ

1. What is the main difference between paid and organic search?
Paid search requires you to pay for ads that appear at the top of search results, while organic search results are earned through SEO efforts like optimising your website and creating valuable content.

2. Can I run paid and organic search strategies simultaneously?
Yes, in fact, combining both strategies is often the most effective approach. Paid search can drive quick results while SEO builds long-term traffic.

3. Which is better: PPC or SEO?
Neither is inherently better—it depends on your goals. PPC delivers fast results, but SEO is more cost-effective in the long run. A balance of both is often the best strategy.

4. How long does SEO take to work?
SEO is a long-term strategy, and it can take several months to start seeing significant results. However, once your site ranks well, it can consistently bring in traffic without ongoing costs.

5. Is paid search necessary for all businesses?
Paid search is not always necessary, but it’s particularly useful for businesses in highly competitive markets or those looking to drive immediate results.

Conclusion

Balancing paid and organic search is key to creating a strong, sustainable online presence. Paid search can bring immediate traffic and measurable ROI, while organic search builds long-term credibility and cost-effective traffic over time. By combining both strategies, businesses can achieve short-term wins and lay the foundation for future growth.

This guide is written by Hedgehog, a Done With You digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training.