Pay per click or pay per blog? Which is best?

Pay per click (PPC) or pay per blog, is a question I muse on in my latest post.

You see ads all over the place: Google, Instagram, Facebook, etc.

I typed in “holidays to new york” and this is what I saw:

The first 4 results on the Google search are “paid” ads and the first organic search result I see is nearly off the page.

How do these ads work?

Businesses pay Google  to advertise their brand based on a specific keyword.  Every time a visitor clicks on the company website Google charges the business the agreed amount – this is called “Pay Per Click” or PPC.  As you can imagine these keywords come at a premium so can be expensive for business and also hard for smaller businesses to compete with.  They could be paying as much as £10 per visit.

Is there a more economic alternative to PPC?


Blog posts.

Blogs are a great way of pushing organic not paid traffic to your website as they broaden the reach of your website.

Lets take a Polar fitness watch for example – they are all about tracking your daily steps, runs, etc.  The customers of Polar are people who want to get fit, want to be active and improve their lives.

So how do they attract their customers?

They could run adverts on Google and Facebook but, as a long term strategy,  that’s expensive.  You may not just wake up one morning and decide to Google “activity tracker”  you might instead type in “I’m running or riding alot but not losing weight” this is not on the main site as the site is there to sell their items.  Instead they use these keywords within the blog they write.

When we Google this, look what happens

The second result on a Google search is for the Polar website.

Users will probably then go to the Polar website to read the article.

Whilst they are there, they may look at the other blog posts.  If they like what they read they will start to trust the information there  and keep coming back, after time they may then decide they want to purchase a tracker – the chances are that they will buy from this site.

With blog posts, they often get shared with other people in their networks when they are read.

So if the content is current and informative they can get shared thousands of times, the other thing is that the more they get read the higher they climb up the Google rankings and will stay there for a long time as people continue to read.

How does the cost compare to Google ads?

An average freelance blog writer will charge between £50 – £100 per post depending on the number of words.

Let’s say in this example that Polar paid £50 for this post and the post was read by 1000 people – then this equates to 5p per customer compared to £10 per customer through PPC advertising.

So blog posts with targeted and SEO researched keywords are much more cost-effective as:

  • Posts get shared and can go viral – meaning better reach
  • People don’t generally search for exact terms like “fitness tracker”
  • Advertising is expensive
  • Advertising is very competitive
  • Blog posts are organic and Google will love your site
  • Many customers deliberately ignore PPC ads.

If you want to know more about how content can work better longer term than Google PPC or social ads, contact me now and I will happily assist you.

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