SEO vs. PPC for Unas webshops

You have launched your new Unas webshop, and one of the most important questions immediately arises: how will this turn into real, paying customers? In e-commerce marketing, there are two main ways to drive traffic: search engine optimization (SEO) and pay-per-click advertising (PPC, such as Google Ads, Google Shopping, or Facebook Ads). But which is the better choice for your store?

PPC (Paid Advertising) The essence of this is that you practically pay for every single visitor who clicks on your product ad.

• Advantage: Immediate results. As soon as you launch the campaign and set up your product feed (which Unas generates automatically for major platforms), you can appear at the very top of Google Shopping results almost immediately.
• Disadvantage: It can be extremely expensive. Depending on your industry, a single click (CPC) can cost anywhere from $0.20 to $2.00+. If your conversion rate is 2%, you need 50 clicks for one sale. At $1 per click, that's a $50 Customer Acquisition Cost (CPA). If you stop the campaign, your traffic drops to zero immediately.

SEO (Search Engine Optimization) This is the process by which you get Google to rank your categories and products high "on its own", among its normal (organic) results.

• Advantage: Once you reach the top, the "free" traffic remains lasting. Unas provides excellent built-in tools for this, such as automatic SEF and META generation, custom URL management, and ROBOTS.TXT handling.
• Disadvantage: This is a slow process requiring patience (it can take up to 6-12 months to reach the first page). While the clicks are free, hiring an SEO specialist or copywriter can require an investment of $300 to $1,000+ per month during the first year.

The perfect strategy: Combine the two! The most professional webshops do not choose, but combine the two methods. Use PPC at the start with a dedicated budget (e.g., $500 - $1,500/month): it brings immediate revenue, and you can see exactly which products and keywords convert best. Meanwhile, building on these well-converting keywords, start doing SEO using Unas's built-in features. When the fruits of search engine optimization ripen in 6-12 months, you can start gradually reducing the expensive advertising costs. This way you get a customer acquisition machine that starts quickly and works stably and cheaply in the long run!