In digital marketing, one of the questions that usually exists is which channel is more suitable for attracting traffic and increasing sales, SEO or Google AdWords?
The ultimate goal of any website is to convert potential customers into regular customers, and the best way to do this is to show your potential customers that your business exists. Getting good rankings in the Google search engine is one of the most challenging tasks that every business faces in the marketing process to introduce its services. This is where businesses face an important question, should they do click ads like Google AdWords ads, or go to the SEO game with patience and effort?
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SEO or Google AdWords
Answering this question is not an easy task, and various factors must be considered before choosing one of these two paths, or perhaps both. Many businesses do not know at this moment whether they should use an organic SEO strategy go for an advertising campaign strategy or even use both.
The point that is worth mentioning is that every business is different from another business and works in a specific space, so there is no right or wrong answer here in general, but; Budget, goals and time play an important role in choosing the best path for your business.
What we have gained through many years of experience and know is that if you choose the wrong marketing strategy, you will end up wasting a lot of your budget and time, and the loss you will make is much more than the profit.
This is where we come back to our original question. If we want to find a logical answer to this question, we can use this answer: “SEO marketing involves doing a series of specific actions in a continuous manner that creates a solid organic foundation. And it becomes natural that in the future it should be optimized with PPC ads or pay-per-click to be able to maximize the visibility of the business by the audience and also increase the conversion rate for the business in question. ”
Therefore, to do this, we must make sure that our website has several key elements necessary for success, including SEO techniques, friendly user interface, search engine user interface, website technical requirements, website appearance and skin, loading time, and other similar factors. Is.
Once we make sure that our website has most of these features, it makes sense to combine our marketing activities with some PPC campaigns so that we can be freed from the limitations of organic activities and reach a larger audience.
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You may still be confused and haven’t gotten the answer you want, so let’s open it up again. First of all, you need to know that organic search drives more traffic to your website than paid search. According to the research of one of the major websites in the field of digital marketing in 2014, it was found that more than 64% of the traffic of all websites in the world comes through organic search, while the share of paid search is only 6%!
But keep in mind that this 6% usually includes people who are already considered potential customers and are in the lower parts of the sales funnel and have a higher probability of buying, but the high amount of traffic coming in through organic search. It cannot be ignored in any way.
Paid search indeed helps brands reach their goals, but it’s always important to note the difference in the amount of traffic earned through organic search and paid search. In addition, if we want to look at this issue from another perspective, when a brand or business uses click ads it is the brand or business website that is being advertised, so the said website must meet the requirements mentioned above. to be successful, the requirements that are needed for both click ads and organic SEO.
Now, if the vital elements needed by the website are not well implemented, it is not reasonable to spend our money on promoting a website that is not well taken care of and has a bad landing page, many 404 pages, broken links, and a confusing appearance. to have It is true that traffic and conversions will probably increase to some extent, but you will never be able to replicate the large numbers of inbound traffic from organic search.
At the same time, it cannot be said that even a website without key elements can never benefit from key advertising, even such a website can, but by spending an extremely huge budget, which itself requires several years of fundraising.
If a business stops investing in click ads, the only thing it has to succeed is word of mouth (like backlinks), social media, and organic presence. Therefore, a stable, strong, and organic presence is the most important requirement for the success of a website and therefore a business.
Organic search engine optimization
The biggest advantage of having a good SEO rank is that a good organic rank is more reliable than an ad rank. Google has been present in all of our lives so much that audiences can distinguish between organic results and advertising rankings. Also, many users know that the top Google AdWords businesses have the biggest pockets. Research shows that a high organic ranking has a 50% higher click-through rate than a high Google Ads ranking.
With these interpretations, many businesses find that higher organic rankings generate more trust, more trust generates more profit, and then these businesses can spend more dollars to get to the top. But the truth is that the matter is not that simple it is much more complicated. This is where SEO agencies come in.
Agencies like Start Digital make sure that your website is Google-friendly, increase the efficiency of the website, and increase its importance in the eyes of search engines. They make sure that the texts used on your website are relevant, your headlines are properly tagged, your website images are optimized and tagged, and your website is mobile-friendly. The agencies make sure that your website’s servers are working properly and that the loading time of your website is as short as possible according to the content inside it.
Organic SEO takes a lot of effort and time, but when your website is right in every way, it will bring you incredible and unbeatable success in the long run and build trust in your audience that can sometimes be worth thousands of dollars. nor can it take its place.
Google Ads Google AdWords
As you know, there are different models of paid advertising in the digital world, but in this article, we want to focus exclusively on Google Ads because this service is the most famous and most used in this field. AdWords is one of the best tools to reach the top of the results. However, this achievement requires spending different amounts of money, and even if the budget and campaign are not properly managed, all these expenses may be in vain and without any results.
The working system of Google AdWords is pay-per-click (PPC). So every time someone clicks on your ad, you have to pay a fee. More popular keywords and topics cost more than less well-known keywords and topics. The amount you pay usually depends on your market and the ranking you want to achieve, in addition to the popularity of the keyword. Of course, a company that bids 20 cents for a keyword cannot see its ad higher than a company that bids 30 cents for the same keyword.
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When you want to launch an advertising campaign, you need to know what terms your audience searches for when they want to use your services or products. Interestingly, the answer to this question is usually not expensive and popular keywords, but long-tail keywords, which happen to have much, much cheaper prices than short keywords and have less competition.
One of the best advantages of pay-per-click is that you can specify what topics you want to be seen by your audience. This feature is especially useful when you want to see which keywords are getting the best results for you. Using the Google AdWords management tool, you can see which keywords generate visitors for your website.
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Which ones are better for instant impact?
If the question that we asked at the beginning of the article is changed to “Which of these 2 is better for my brand at this moment?” If we ask, we will get different answers.
If we can provide the essentials of the website create suitable landing pages and have useful and targeted advertisements, we can create a significant rate of return on investment by using dollars. But relying solely on paid advertising will cost you money after a while, especially when the other elements of success your ad campaign needs aren’t working well.
It’s true that spending a few dollars on digital exposure and getting a significant ROI in the short term might help, but if you look at the data for both, you’ll see that organic growth without The fact that it requires advertising dollars will have a much larger long-term impact.
So paid search has a good momentary impact on your website, but you only pay for the moment and as soon as the budget is cut, you’re back to where you were at the beginning.
Two-headed monster!
Search marketing consists of two basic parts and two main tools that cover almost all phases of the user journey, from finding and researching to buying and converting. These two tools are organic search marketing and paid search marketing.
It’s interesting to note that the two work very well together, but most of the time, that’s not the case for many shrinking brands. Therefore, under such conditions, especially for smaller brands, it makes sense to focus on SEO activities first before you want to use pay-per-click advertising methods.
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Of course, there are times when your SEO runs into weird and difficult challenges, or maybe a sudden algorithm change is something that makes you spend hours fighting it, but remember that spending hours on end is worth it. Improving SEO and continuing to spend some managed and budgeted money on paid search is the best solution for brands with limited budgets and lofty goals.
What about big brands?
Answering our question about big brands has different answers than in previous situations. When a major manufacturing brand stops placing pay-per-click ads, it’s likely to experience the same performance drop that every other website experiences. But these big brands usually have big marketing teams that use them to compensate for the created gap and improve the quality of their website in different areas and also measure the results obtained whether good or bad.
Of course, don’t forget that many big manufacturing brands have already left a strong presence in the field of organic search, and therefore improving this strong presence in the field of search engines using click ads is not only logical but can also lead to their progress towards Speed up the front as well.
SEO or Google Ads, which one is better for you?
If you have a limited budget and you have to choose one of these 2 marketing approaches, you should take a look at several other factors apart from the factors we mentioned above. We all know that paid search cannot compete with organic search in any way.
But the factors that you should consider for this choice are:
- Current status of your website
- The organic rank of the website and the amount of audience access to your website through organic searches
- Are you currently using pay-per-click advertising?
- Your website and brand goals
- How do you get the majority of incoming traffic to your website?
- How does your brand, product, or service fit into the audience’s buying path?
As with almost all other aspects of digital marketing, a large part of the right next step you can take depends on your brand story, your website, your goals, and the audience you want to convert.
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Finally, it is important to note that there are no right or wrong answers to this question. The choice you make depends on your business, the level of competition, and your budget. For many businesses, a combination of click ads and organic search results is best. A high organic ranking gives you power, trust, and long-term results, while click ads have an immediate impact and can give you a higher ranking in the short term, resulting in more exposure.