SEO vs. PPC for ecommerce: which one is better?

SEO vs. PPC for ecommerce: which one is better?

If you run an ecommerce store, you’ve probably debated whether SEO or PPC is the better investment.

Both have their place, but they work in different ways. PPC can deliver fast results and quick audience growth, while SEO may provide long term “owned” positioning for your brand or products.

The best strategy often involves using both, depending on your budget, goals, and competition.

Advantages of PPC for ecommerce

PPC can drive immediate traffic and sales, making it a powerful tool for ecommerce stores looking for quick wins. Here’s why:

• Instant visibility – Unlike SEO, which takes time, PPC ads put your products at the top of search results immediately.
• Highly targeted traffic – You can target specific keywords, demographics, locations, and even user behaviors to reach the right audience.
• Scalability – Increase or decrease your budget as needed, giving you flexibility in managing costs and growth.
• A/B testing opportunities – PPC lets you test different ad creatives, product pages, and offers to see what converts best. This fast learning can help inform other advertising strategies.
• Competitive edge – If you have better pricing, reviews, or product imagery than competitors, PPC helps highlight those advantages directly in search results. This especially is a critical consideration for where to invest in PPC vs. SEO.
• Supports new product launches – Since SEO takes time to rank, PPC is great for getting immediate traction for new products.

PPC stats for ecommerce

• The average ROAS for Google Shopping ads is 4.6x, meaning every $1 spent generates $4.60 in revenue.
• The average cost-per-click (CPC) for ecommerce PPC is $1.16, though it varies by competition and industry.
• PPC can generate an ROI in as little as 30 days, making it ideal for quick sales and testing.
• The average conversion rate for Google Ads in ecommerce is 1.91%, slightly lower than organic traffic.
• 65% of all high-intent searches result in a paid ad click, showing that PPC captures a large share of ready-to-buy shoppers.

Advantages of SEO for ecommerce

SEO is a long-term strategy that builds organic traffic and brand credibility. While it takes longer to see results, the benefits compound over time.

• Lower long-term costs – Once you rank, organic traffic is free, unlike PPC, which requires ongoing spending.
• Better trust and credibility – Many users ignore paid ads and prefer to click on organic results, which builds trust. In the era of AI and LLM search optimization, there is increasing trust for top ranked, and top cited brands.
• Sustained traffic growth – Unlike PPC, which stops when you pause ads, SEO continues to drive traffic over time. Even with all the fluctuations in SEO traffic due to algorithm shifts, good SEOs tend to produce up and to the right trends consistently.
• Higher click-through rates (CTR) – Organic listings generally have higher CTRs than paid ads, leading to more engagement.
• Ideal for evergreen products – If you consistently sell the same product categories, SEO ensures long-term visibility.
• Stronger brand authority – Ranking for important keywords makes your brand more authoritative in your industry.

SEO stats for ecommerce

• 53% of most CT clients’ website traffic comes from organic search, making it the largest source of traffic.
• It can take between 4 to 12 months to see significant SEO results, depending on competition and investment.
• The industry average conversion rate for organic search in ecommerce is 2.8%, higher than paid search.
• SEO delivers an average ROI of 500-1,000% over time as rankings improve and organic traffic grows.

How SEO and PPC work together

The best ecommerce marketing strategies use both SEO and PPC. PPC helps drive immediate sales, while SEO builds a strong foundation for long-term growth. You can also use PPC data to refine your SEO strategy—seeing which keywords convert best and optimizing content accordingly.

If you’re launching a new product or have a strong competitive advantage, PPC is the way to go for quick wins. If you’re committed to a specific product category and want sustainable traffic, SEO should be a priority. The smartest approach? Use PPC for short-term boosts and SEO for long-term dominance.

Here are some key questions to help determine whether to start with SEO, PPC, or both:

• How much can you afford to spend on digital marketing each month?
• Do you need immediate sales, or can you invest in long-term growth?
• Are you willing to wait 4 to 12 months to see significant SEO results?
• Do you sell products with high search demand and low competition, making SEO a strong long-term play?
• Do you have a competitive advantage in pricing, reviews, or product visuals that could make PPC ads more effective?
• Are your products seasonal, trending, or frequently changing, making PPC a better short-term option?
• Are your products evergreen and part of a long-term category focus, making SEO a strong investment?
• Are your competitors running aggressive PPC campaigns that make organic search a better long-term strategy?
• Are competitors ranking organically for high-value keywords, making SEO a necessary investment?
• Do you have the budget to outbid competitors in PPC, or would a smarter SEO approach help you win in the long run?
• Is your website optimized for conversions, so PPC traffic won’t be wasted?
• Do you have high-quality product pages, descriptions, and images to improve ad performance and SEO rankings?
• Are you prepared to create ongoing content (blog posts, guides, etc.) to support long-term SEO growth?
• Are you looking for a quick boost in sales for a product launch or promotion (PPC)?
• Do you want to reduce customer acquisition costs over time (SEO)?
• Do you have the resources to manage both PPC and SEO effectively, or should you focus on one first?

Want expert help with both? Check out our ecommerce SEO services here: https://www.coalitiontechnologies.com/ecommerce-seo.