@lamiyajase When building a Marketing Campaign for your online shop you must first decide whether you’d prefer to increase your exposure online or build brand awareness or gain direct/immediate conversions/leads. All are essential to a businesses' success, and all require unique strategies.
If you have the patience to wait some months before you will see results, leverage SEO. SEO is not only about optimising your website and content to rank higher in organic search results for targeted keywords on the most impactful search engines; it is also about being an authority on the problem at hand and the solution you provide. Ranking highly in Google for a keyword or phrase is a clear sign that you are a credible source and that you are an important player in your industry.
On the other hand, if you want to get leads faster, you need to build a PPC Campaign. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. PPC empowers a business to win an instant share of traffic from users who search for a particular keyword. If you set up your campaign correctly, you can see significant returns on your investment.
Still, Your long-term web marketing strategy should always include search engine optimization. The major advantage of SEO is that statistically, it brings you better quality traffic leads.
Hope this would be helpful!