Driven Goals
August 10, 2016

Where to start when building your Brand Awareness? What would be more beneficial to your business: SEO or PPC? What is the difference between them? And, finally, what will give you the highest ROI?

Keep reading! This article will answer all your questions!

You have your business running and everything seems to be pretty good, however, at some point you understand that it could perform even better. You decide to try and use Digital Technologies to get more recognition and increase your sales. However, there are so many ways you could approach it and you simply don’t know what option to go for.

At this point many business owners would give up and carry on with their daily duties, not knowing how much potential their businesses have, and how many benefits Internet could bring them.

When you come to a fork, trying to pick between SEO (Search Engine Optimization) and PPC (Pay-per-Click), you have to make a decision. Both of these methods work well, and both soak up lots of time. So if there is only one person in your company to be responsible for your Brand’s digital life, it’s better you choose only one method of building your Brand online.

How do search engines increase brand awareness?

It’s hard to manage your brand awareness digitally, as there are so many ways you could do it, but using a search engine is definitely something you should start with. Your main goal is getting more and more people to know you and as we know, 81% of the people are finding their way thanks to search engines.

Let’s start with an example. I typed Airbnb on Google:

We are reading their strategy in one line: “feel at home anywhere you go in the world”. With this simple phrase, it becomes clear what the company’s focus is: they work hard to find you an accommodation anywhere in the world to make you feel at home.

The purpose of a brand is to own a feeling, and this feeling should compel to action. This action could be clicking, browsing and purchasing on your website!

How to be in search engine results?

Let’s put it simple:

SEO, or Search Engine Optimization, – is when you are not paying to display your website on search engines. Search engines will displays it naturally in the results. These results are called organic results (only SE Algorythms define where to place your website in their results).

Typically, search engines rank the websites using different criterias, such as: the quality of content on your site, keywords you are using and links (both on your website and those published elsewhere on the internet, pointing back to your website).

PPC, or pay-per-click, – is when you are paying the search engines to display your results. Your ads could appear above or under organic search results. This method also takes a lot of time, and you have to put in much effort into competitors and keywords researches before you craft such an ad.

So what is the difference?
Effort to implement

SEO takes a lot of time to research, implement, test and tweak. It’s a long-term day-to-day work, which pays off in long-lasting results.

PPC takes a lot of time to research, implement, test and tweak too. However, if SEO could take months to get your website to page one of Search Results, PPC campaign can be up and running within days.

Cost to appear

SEO costs you time, or the amount your Digital Marketer is going to charge you.

PPC costs you as much as many people click on your ad. Once you stop paying, your website is vanished from the Search Pages.


For SEO, the results lasts. You won’t see any short-term results and it will take time to create your brand awareness. But each time you work on it, you will add a stone to the edifice. And the taller the edifice, the bigger the monthly result.

PPC’s results will appear as fast as they will disappear. When you start paying, your result will directly be shown at the top of the Google’s page. But as soon as you disappear, people will forget you.

To stay in mind better is to be the everyday small poster ad than the temporary billboard.

Display on a page

When you are looking at a Google page, approximately 80% of what’s display is SEO content. And 20% is Paid results. As per the research, people tend to trust organic results more, therefore, what’s displayed in SE organically gets more clicks.

Trust of users

Important as well, people are pulled by what they trust.

Back on a search engine, 86% of the people trust more organic results than paid results.

Google algorithms influence

If you are trading with Google on PPC, Google won’t affect the displaying of your ads by its algorithms updates. Your place depends on your bid and your add content.
That’s not true for SEO. Each time Google will make an update such as Panda, it can influence your ranking because the criteria to assess your website will change. Sometimes for the best, sometimes for the worst.

CTR (click-through-rate)

The CTR is a ratio showing the number of clicks divided by the number of displays. It’s a good indicator to show you the number people who start to see and interest in your brand. The SEO is clicked 8.5 more times than PPC for the same number of displays.


If a brand’s feeling should compel to action, this action is, on search engines, called conversion. Your brand must lead people to convert. Conversion is not only sales, it can be registering to a newsletter if you are a blogger or sign up if you are a free platform. PPC is designed for conversion: so for 2 conversions in SEO, there are 3 in PPC.

Analysis of analytics reports

The analysis is important to know who your users are. Each keywords combination will bring you specific traffic. Using PPC, you know exactly the keywords you chose: The PPC will provide more accurate information on your traffic than the SEO.

Overview of the results

It follows the analysis. Now that you’ve sorted the data and you know your users, you have to choose your direction. Which keywords and so users do you want to focus on? If you rank badly for a keyword, you could decide whether you should stop using it. Managing the results is easier with PPC: you just have to stop paying that field. With SEO it will harder to cut.

Presence through the web

SEO will be displayed “only” on the search engines. For the same amount of efforts, your website will appear on ALL the search engines, even the smallest you never heard of.

With PPC, you will obviously appear on the search engines, but your ads will follow the search engine. For instance with Google: you ad will be displayed on Google search sites (such as Google Maps), Google search partners (hundreds of non-Google websites) and Google Display Network (such as Youtube).


Using SEO or PPC depends on your objectives and there is no one-size-fits-all solution. But globally we can see that SEO fits better for brand awareness. A small calculus provides us better information about the ROI of the conversion:

1 SEO result is clicked 8.5 more times and offers 2 conversion: 1 x 8.5 x 2 makes 17

1 PPC result is clicked 1 times and offers 3 conversion: 1 x 1 x 3 makes 3

For 17 conversion in SEO, PPC gives you 3. These numbers from, even if statistical average, talk by themselves. If you want to raise your brand awareness, you should try SEO. If you want to try SEO, you should contact us. CDG will help you to create your brand from the top to the bottom.

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