| Section | SEO | CPC |
|---|---|---|
| Search Engines | Naver, Daum, Yahoo!, Empas, Google | Naver, Daum, Yahoo!, Empas, Google |
| Type | Web search, site search | Keyword advertising/CPC/sponsored (paid) search |
| Exposure | At the top of a Web search/at the top of integrated search result pages for certain keyword phrases | At the top of integrated search result pages |
| Work Specification | Web page optimization Internal HTML coding External coding Keyword density/prominence Web copywriting Link popularity building Log analytics |
Account setup Strategic bidding Bid management Budget control CTR improvement ROI management Web copywriting |
| Advantages | Lower cost than CPC No additional CPC Higher CTR Higher ROI (two times higher than CPC): 30% Beneficial for branded keywords and longer search phrases Recommended for mid to long-term brand marketing campaigns |
Prompt ad exposure Easier process Clear campaign set up for specific budget and period No restriction with regard to Web site structure Recommended for short to mid-term marketing campaigns |
| Disadvantages | Takes a longer time to be listed on the first page than CPC Some limitations depending on Web site structure Difficult to measure expected results Modification is necessary on keyword/URL change |
Higher cost than SEO CPC Bid price increases depending on competition Lower CTR than SEO No search engine visibility when you stop your CPC campaigns |
* SEO achievement can be measured using local log analytics software