Choosing to invest in either Google Ads or SEO for your business can be a pretty daunting task, more than you can imagine. It requires a deeper understanding of what these two options are and what they can offer your business. If you want to improve your website’s performance, you need deeper insights into your AdWords and SEO options before making a decision.
SEO and AdWords are the main aspects of search engine marketing. They are essential tools for any company running or looking forward to digital marketing campaigns. Different marketing environments require different SEM tools. In some situations, they can be paired or used separately depending on your marketing and business goals.
It is important to note that this is not a simple “YES” or “NO” answer. There are a myriad of factors that significantly affect which tool is right for any business. Before delving into any of these factors, it is first important to understand what these tools are.
Search engine optimization (SEO)
This is a process by which your business website is ranked for the selected keywords through various types of on-site and off-site optimizations on some of the major search engines like Google, Yahoo and Bing. SEO is a critical aspect of business marketing and is one of the top tolls with the highest conversion rates for attracting new customers.
You need to read and understand SEO terminology and some tips about key configurations in order for your website to be search engine friendly. Inserting backlinks to the content of your website is just one of the ways you can do SEO marketing or Google advertising for your business to get more leads.
Using Google SEO as a marketing tool is a moving goal, but an exact science as well. This is because Google is constantly updating the search algorithm and such updates affect the company’s websites. Recently, Google decided to trace its previous extension back to the length of its website’s meta description.
Different words like CPC, Campaigns, PPC or AdWords can be tossed around in relation to digital marketing without necessarily knowing what they exactly mean. Google Ads, also known as Google Ads, is an advertising platform from Google.
Companies that own websites can use the platform to serve advertisements by positioning them on Google products such as Gmail and YouTube, as well as on Google search results pages, including other websites. As a business owner, you can choose to use cost-per-click (CPC), where you pay someone when they click your ad, or the CPM when our audience sees your ad. Google Ads works best through the Google Display Network, which allows advertisers to reach larger numbers of people by browsing their favorite websites, enjoying videos on YouTube, or even checking their Gmail accounts.
Essentially. The Google Display Network helps advertisers find the right audience for advertisers as the targeting options allow advertisers to strategically show their ads to potential customers who may be interested in their products. This works best by helping advertisers find new customers or actively engaging their existing audiences and getting more conversions using automation. If you find it a little difficult to choose the right keywords for your ad, let a Google Ads keyword tool do it for you and help get your keywords in front of the right audience.
Factors influencing the choice between SEO and Google Ads
Now that you have a rough idea of what SEO and Google Ads are all about, there are some of the factors that you need to look at that will affect the type of tool you choose for your business. Here are 5 factors to help you choose a marketing tool for your business.
1. Better conversions
If you look at this from a general perspective, both Google Ads and SEO advertisers offer great conversion rates. The difference now, however, is in terms of targeting flexibility. The greater the flexibility in targeting, the better Google Ads is suitable as SEO. However, if you find that your AdWords are using up your budget in terms of investments, then you need to quickly assess your return on investment and compare marketing strategies accordingly.
However, if you find that SEO can improve your chances of ranking higher in high traffic and search results, go for SEO as it appears to outperform your Google Ads strategy for better ROI ratio.
2. Cost factor
The basic aspect of AdWords is paid advertising or marketing. It affects an advertiser’s ad quality and the relevance of the backlinks and bid strategy. It just means that you, as the advertiser, have to make payments to promote your ad on the search engine. On the flip side, SEO is a more organic marketing strategy that is free and that you can do yourself. While you can do it yourself, you need to get professional help through the services of an SEO service provider to make sure you get faster and better results.
3. Traffic and position
You can get results almost instantly with Google Ads, but using SEO takes patience. A Pay Per Click (PPM) campaign helps advertisers list their sites at the top of search engine results in the sponsored category. This gives advertisers a better way to get more traffic instantly and in less time with minimal effort. Hence, you have to pay for a position where you want your message to appear in search results.
SEO is a slow type of advertising tool that gains momentum over time. This means that the rankings you would get from SEO are based solely on your choice of keywords, quality of content, link building, and website optimization, among other things. It’s important to understand that your SEO partner’s skills go a long way in helping you get better results. Look for an effective SEO agency that will help you avoid the need to pay the search engine for SEO.
SEO gives you the ability to promote your business based on your target audience, but focuses on using keywords to reach your target audience. In contrast, AdWords is efficiently optimized to ensure advertisers get the maximum return on investment. This gives an advertiser maximum targeting options so that the advertiser can reach the target audience by looking for similar services. This means that Google Ads is the better option to reach a specific audience.
5. Long term strategy
Ultimately, if you want to achieve long-term digital marketing goals, SEO will get you there. This is because the structure of Google Ads is designed to provide advertisers with instant results and benefits based on how they’ve invested in ads. As soon as an advertiser stops paying for the ads, the returns are processed as well. Because of this, SEO is the most logical tool for achieving long-term goals, as any advertiser effort will bring you returns even if you stop investing in your Google SEO strategy.
This is a general look at comparing SEO and Google Ads.
- It is easier to calculate your ROI with AdWords because your advertising campaigns run instantly and you will need more time to do your calculations, especially if you have a relatively new website.
- SEO is free while AdWords traffic is paid.
- The results you get with SEO are for search results pages only, while AdWords gives you the option to advertise on sites other than Google, including those that use Google Adsense.
- You can get instant results because you can create your advertising campaigns instantly and get targeted traffic. However, it will take you more time to get good traffic and rankings while using SEO.
- With SEO, you will continue to enjoy organic traffic after your investment, but the traffic you get will stop when you stop paying for your AdWords campaigns either.
- With search engine optimization, you only need to focus on limited keywords for the best results. However, when using AdWords, you can try to use as many keywords as possible.
SEO and Google Ads shouldn’t be viewed as competitors, but rather as very powerful tools that marketers can use in digital marketing. Depending on your marketing needs, you can use one of these for your business. So use AdWords when you have a new website or when you need fast traffic to your website. However, also remember to use SEO to achieve sustainable online success in the long term.