In general, organic search is more cost-effective in the long run. However, with the right settings in your campaign and attention to landing page optimization, paid search can also be very profitable. Organic search and paid search are two different works of art, but they have the same end result to generate more traffic for your site. Organic search usually takes six months to start seeing results.
The advantage of paid search is that the results are almost instantaneous. If a campaign is competitive and works properly, it will start receiving impressions as soon as the ads are approved and the campaign is published live. When used in unison with organic marketing efforts, it creates a well-oiled machine that can start driving sales instantly, while the organic part generates free traffic. Companies use organic and paid search to get their target audience to see their content.
Generating organic search traffic involves optimizing your website to improve organic search rankings, which is free but laborious. Paid search traffic comes from creating prominent ads at the top of search results to bring people to a site, which is quick and easy, but it costs. Marketers must use organic and paid search strategies to compete in today's digital landscape. Organic search results, in general terms, have an enduring presence.
That means they can continue to move up the rankings over time, assuming that the information remains relevant. Paid ads, on the other hand, stop showing as soon as you stop paying. Companies can choose to invest money in organic search, SEO agencies, or paid SEO tools, but they have the freedom to choose, since it's not a requirement.