The current Internet-driven world we live in may give you pause in figuring out which campaign type is best for your business: SEO or PPC? One is free and one isn’t. One takes time and one, not so much. It’s no longer enough just to have an attractive website with interesting images. your website must be found easily by people looking for you, right at the time they want to make a purchase.

SEO and PPC can help get you there, but which one should you choose?

In a nutshell, SEO targets specific keywords to boost organic traffic and page ranking, with the goal being to have your site appear on the first page of the search engine results, or SERPs. This is where most people are likely to click on your page. The percentage of people who click on a site plummets drastically in accordance with how far down your site appears in the results. SEO helps your business target a relevant audience and thus increase traffic and sales.

PPC is a bit different. With this approach, keywords are targeted in order to craft a series of advertisements. Generally, you don’t have to pay anything until and unless a user clicks on the ad. Your PPC ad will appear at the top of the page and will be clearly identified as an ad. However, with the elimination of right-side ads on Google and other search engines, these listings push organic results further down the page.

Before choosing a type to go with, remember that most successful campaigns don’t just involve one or the other. Most combine elements of both in some way. The one you choose, or the blend you choose, will depend on your specific goals and budget.