This is a fairly common question asked by lots of businesses. Every business has a limited amount of resources (human, cash, time) and needs to utilize those as efficiently as possible.
The truth is that both methods have their ups and downs: there is no single right answer here, just like pretty much anything else concerning marketing. It depends on your business, budget, target group, website content, design, short term and long term goals, company vision and a few dozens of other things.
To make your life a little easier, we have put together a comparison of inbound marketing vs. ppc so you know what you are dealing with when you make your decision. Let’s jump in.
Short Term Solutions: PPC
Depending on your present conditions and goals, you need to decide what does your business need: Do you need traffic? Do you need conversions? Does your website have the content needed for conversions? Are you confident your sales team can handle leads well?
Answering questions like these will help you understand which strategy you have to pick, when and why.
Pay Per Click can be considered a short term solution in terms of driving website traffic, which will help you bring in tons of qualified visitors when managed correctly. You basically pay a third party site (say Google) to post your ads on their website.
The idea is that if a company spends enough time and budget on keyword research, bid management, keyword match type, clever targeting, site links, negative keyword removal and scheduling, they’ll get a good amount of qualified visitors that are very interested in their services. If enough budget is spent on ads, the tactic will produce rather satisfying results. Here is a detailed Pay Per Click ROI calculation guide you should check out.