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Which is better to choose: search engine promotion, contextual advertising, or both tools together? Which method is more effective? And from which the effect will accelerate?

Eventually, any business owner asks these questions. 

What are search engine optimization (SEO) and contextual advertising (PPC)?

SEO (Search Engine Optimization) - a range of works on external and internal website optimization to increase the website position in search results in order to increase traffic and traffic monetization.

PPC (Pay Per Click) - advertising model, in which payment for the advertising is carried out for each click of a user on an ad.

PPC model is considered the most objective in terms of payment.

This model is used in Google Ads, Yandex.Direct, Bing Ads, etc. The choice of a marketing tool depends on the goals and objectives of the business.

Contextual advertising is suitable for:

  • instant outcome (the effect can be assessed within 24 hours after launch);
  • quick product pricing;
  • seasonal business;
  • specific product with a niche category.

Search engine promotion methods should be applied a few months before the start of the sale of goods in the case of a seasonal business. So that until the right date they earned and produce the result.

The contextual promotion also allows you to quickly set up an advertising campaign, bring traffic to the site and start receiving leads. But the context works as long as there is payment.

SEO and PPC statistics for 2017:


  • 93% of users start from searching;
  • 70% of search engine clicks are organic;
  • 14.6% of SEO leads attracted by conversion;
  • Google processes over 1,000,000,000 queries annually;
  • 89% of marketers say SEO brings results;
  • 71% of B2B businessmen use search engines to find new customers.


  • 65% of search queries result in ad clicks;
  • 41% of clicks come from the top three paid SERP ads;
  • visitors who click on an ad are 50% more likely to make an order than users from organic search;
  • paid ads increase brand awareness by 80%;
  • on average, for every $1.6 that is invested in advertising, companies get $3 profit;
  • 32% of organizations use contextual advertising to sell products directly to consumers;
  • 65% of B2B companies get customers through paid ads on LinkedIn.

1. Search engine optimization (SEO)


1. Brand trust.

Users are biased in advertising. But users have a chance to see you twice if your website is in both PPC and SEO. And in the end, click on the organic search results, which they trust more.
Thus, the coverage of TA and trust sites is growing. Frequency of impressions promotes brand awareness.

2. Traffic.

Using search engine optimization increases resource traffic and improves behavioral factors.

3. Low cost.

Organic traffic is free. SEO is indispensable to get into the TOP. It takes effort, time and money. 

4. Return on investment (ROI).

Being in organic search provides greater growth in return on investment than paid ads. And even more than PPC.

5. Stability.

Unlike other marketing strategies, organic search traffic will not stop even if the budget allocated for SEO runs out.

6. Clickthrough rate (CTR).

Organic results are more clickable than paid ads.

7. Strategic advantage.

Achieving visibility in organic results is a long process.
Having taken a position in the TOP, competitors will not be able to quickly react and “buy” a place on the first page. You will have an advantage for some time.


1. Traffic.

Organic traffic is difficult to obtain due to high competition.

2. Time.

Effective SEO requires high-quality internal website optimization, effective link building and relevant content. It requires time and money.

SEO promotion is more effective than PPC because traffic is not limited by budget. Search engine optimization does not require significant cash costs in a short time.

2. Contextual advertising (РРС)


1. Positioning.

Paid advertising is placed on the 1st page of SERP, regardless of the search engine.

2. Control.

You control the ad’s content. USP can be quickly changed based on the initial results of impressions.

3. Visual reinforcement.

Visualization of the request increases clickability. Google Ads provides the ability to place product images in a paid ad. 

4. Orientation.

Allows you to display ad for TA, limited by any data (gender, age, hobbies, etc.).

5. Rate.

Achieving high positions in organics takes time. Ads for context are compiled per day. After passing the moderation and output of advertising on the network, impressions will immediately lead visitors to the site.


1. Cost.

Each click received through the PPC channel is paid. Context requires regular allocation of funds. Campaign budget could get out of hand.

2. Time.

Constant monitoring and instant response to changes are needed to optimize all parameters of the announcement and get the result. As well as time and money.

3. Competition.

The PPC tools are the same for everyone, but running a contextual ad is simple. Advertising will be visible to all users, including competitors. They can use the idea or text. And select some of the visitors.

The main advantage of contextual promotion is the speed result. PPC tools provide an opportunity to quickly test a new design, audience, market segments, identify new keys.

Disadvantage – paid method. Ads spinning while the account has funds.

Traffic goes while ads are running.

3. Search Engine Marketing SEM (Search Engine Marketing) = SEO + PPC

High-quality internal optimization provides quick indexing of site pages by search engines. This contributes to a better ranking of the website and the growth of its positions in the search results, thereby increasing:

  • website traffic from search engines;
  • number of conversions directly through the site.

Attractive design and easy navigation reduce bounce rates.
Contextual advertising quickly brings visitors. Users are likely to linger on it if the website is convenient for use.
This will improve the behavioral factors of users and help the resource with ranking by search bots. Projects from the first page of the search always get more traffic than sites from the second ten search results. 

Other benefits of using both promotion methods:

  • Google Ads keywords make sense in a organic search;
  • organic clickthroughs and clicks on paid ads increase traffic;
  • it’s advisable to transfer expensive key queries to organic search;
  • matched keywords can be tested using PPC before using it on a long-term basis in SEO;
  • organic and paid impressions increase brand loyalty;
  • ability to use a special tool in Google Ads – DSA. It is convenient for advertising large e-commerce projects and time is even more effective than search advertising campaigns..

The simultaneous use of contextual advertising and search engine optimization increase the effectiveness of the promotion strategy.

We recommend linking Google Ads, Google Search Console, and Google.Analytics. So we get information about organic queries, transitions, failures. Comparing it with the data for keywords, we understand which traffic brings, which should be abandoned, and which ones to supplement the semantic core. Information from the reports will also help with the optimization of meta tags and content.

It’s even better to supplement these methods with advertising displays on social networks.


You first need to determine the goals and needs of the business to choose a promotion strategy.
SEO is able to bring traffic on a long-term basis, regardless of the degree of budget utilization. But the first outcomes from search engine optimization you will see only after 3-6 months.

Contextual promotion will lead buyers almost immediately after the campaign launch. But PPC tools can be too expensive for some business sectors.
A set of tools is more effective than a separate use of these methods.

From the point of view of marketers, the right strategy is to first prepare the site, optimize it and begin search engine promotion. And then launch contextual advertising. 

Have any remarks relating to this article? Share your opinions in the comments!

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