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When you faced with boosting traffic on your website, you have two main ways: SEO (Search Engine Optimization) and PPC (pay - per - click) advertising.
There are frequently asked questions:

Does paid advertising is rational?

Is SEO more trustworthy than PPC?

Is PPC more expensive than SEO?

To answer these questions, we should understand what we are speaking about.

SEO vs PPC

So, as you see, both of this digital marketing channels are responsive for relevant results. Organic search result consist of PPC (Advertising) and SEO. It means that the goals of them are equal, to grab user attention.

Does paid advertising is rational?

To understand the rationality of this channel, the paid advertising effectiveness should be measured. A lot of advertisers don't know how many sales one or another channel brings. That’s why some advertisers arrive at a decision based on beta Google Adwords advertising campaign and don’t feel good about it. As a result, customers jump to a conclusion that this search source isn’t effective. So, imagine you drive a car first and have some troubles, but you just don’t consider that this is a noneffective vehicle. Likewise, this tool, if you don’t study a big variety of Google Adwords settings possibilities and effectiveness tracking, you’ll never get great results.

Is SEO more trustworthy than PPC?

Generally, there are rubber stamps. People think like that “I never click paid search because advertised sites arise yesterday. Search engine has to more time for ranking, therefore web app is more trustworthy”. But doesn’t service quality always depend on product time-to-market? Not always. And high-quality service company also can use paid search, if it makes a profit. Moreover, in paid search, you pay per click. It means if a user isn’t interesting in your product, he doesn’t click your advertising. You have only required users.

Is PPC more expensive than SEO?

To answer this question, you should see what does mean “more expensive” or “cheaper”. For business: than the cheaper cost of customer acquisition, the more profit you get. Get to know the Cost of Customer Acquisition is possible by means of analyzing the management of every search way effectiveness. So, according to data analyzing advertiser can make more effective and result-oriented this search channel.

Condition SEO PPC Description
Time to get results 4-5 month 4-5 days Result is increasing conversion
Content cost + +/- SEO texts are very important for ranking. In paid search it’s also “must have” but text size is less
Backlink cost + - Backlinks play important role for off-page optimization
Website click cost +/- + Paid search - pay per click
Programming cost + +/- To optimize a site some development services should be implemented

To determine what search channel to choose, you should implement standards for promotion. It’s important to take into account potential audience coverage and short-time or long-time goals.

Other words...
It’s crucially important to understand that search engine optimization and paid search are tools, that’s why can’t be said that one is better than another. Tool effectiveness can’t be measured, but we can track results got by means every tool. Remember, the successful result depends on knowledge and ability to use a tool. The advertiser needs to know when and what tool use.