Last Updated on December 25, 2022 by admin
Sometimes, businesses just need an extra boost. While optimizing SEO is a solid long-term goal to improve a company’s online presence, paying for exposure is another effective, and faster, method to get your brand at the top of search engine result pages (SERPs).
That’s where Google Ads and pay-per-click (PPC) strategies can come into play. Often, a SEO agency will offer AdWords services as well as content marketing and SEO services, which gives potential clients options when it comes to expanding their brand with an outsourced company. But which one is best for your business: PPC or SEO? It depends.
In this article, we’ll take a look at what exactly Google Ads are and how they work, as well as how PPC differs from organic search SEO and more. Keep reading to acquire valuable knowledge about how to take your brand to the next level on the web.
What Are Google Ads?
Right from the horse’s mouth, Google defines AdWords, more commonly known as Google Ads, as its own “pay-per-click (PPC) advertising solution, which allows businesses to bid on keywords for a chance to show ads in Google search results.”
For a business that uses Google Ads, only pay when a customer clicks on their ad to visit or interact with your business, hence the name “pay per click.” These ads can be tweaked to target certain demographics, and audiences, or promote a specific product or special service. For companies that provide seasonal sales, or have strong fluctuations in their product offerings, this is an easily malleable way to manage your online advertising strategy.
Not only will these ads show in Google Search, but they can also be displayed in the Google Display Network.
What Is the Google Display Network?
The Google Display Network, or GDN, is a collection of thousands of related web pages that allow your ads to reach even more potential customers. Within the GDN, businesses can select particular sites to run their ads on, or choose their target audience, and Google will create a list of sites based on who they want to target.
What’s the Difference Between SEO and PPC?
The fundamental difference between search engine optimization and pay-per-click services is the use of money to advertise or promote a brand. According to Ahrefs, SEO focuses on improving traffic using the organic search methods that exist, such as using specific keywords that are attached to your brand. PPC focuses on attracting traffic from paid search, social, and display.
If a company opts for PPC, it will not improve its organic search rankings. That’s why PPC is seen as a short-term solution while improving organic search through SEO is a long-term play for businesses to consistently rank higher among their competitors.
PPC allows you to reach customers in real-time while they search for your products online through an ad. Having a strong SEO strategy will consistently have you at the top, without having to pay for rankings if your brand is strong enough online.
What Are The Advantages of Using PPC Methods?
The biggest advantage of using PPC methods is speed. It’s the ability to immediately rise to the top of search engine result pages. If you have a budget for a PPC campaign, you can stay at the top of the results page for an extended period of time, bringing eyes to your website that wouldn’t normally be there.
Outsourced SEO companies can often perform these services for you as a third party. This way, they can monitor campaign performance for you, tweak it as necessary, and provide you with updates, reports, and recommendations.
PPC also allows for specifically targeted audiences and marketing data at your disposal. This way, you can tailor your PPC campaigns to attract a certain type of customer audience. The results are easy to monitor and track, and can reach a wide audience using the Google Display Network. You can scale your PPC campaigns to be as big or as small as you need for your products. This way, you can try out a PPC campaign without breaking the bank.
What Are The Disadvantages of Using PPC Methods?
Well first and foremost, it costs money. Small businesses may not have the resources to fund an extended PPC campaign. It can also require a lot of maintenance. For example, you could spend a good deal of money on your PPC campaign, only to find out that it’s not working. This can cause time as you reset your strategy and tweak your campaign.
It also requires skills to monitor and adjust your campaign when you notice it needs adjusting. This can be time-consuming and requires a keen eye for noticing which ads are working and which need work.
Also, clicks and visits don’t always lead to sales. In other words, you can spend a whole budget on a PPC campaign, but it may only lead to clicks that you pay for, not your products being sold to the visitors. Costs can quickly add up if you’re trying to maintain a failing PPC campaign. It’s an even bigger loss if you don’t see any sales increase during your campaign.
Both SEO and PPC through Google AdWords are effective solutions for getting your brand or business noticed online. Which you choose will depend on your company’s specific needs. If you need more eyes on your business during a limited-time promotion, consider choosing a PPC solution. But to continuously rank as the best online document printing services in the area, or the best chiropractor, or taco shop, to name a few examples, consider building a long-term SEO strategy.
These methods both require some knowledge to monitor or build your specific strategy, whether you pay for clicks or develop a longer SEO campaign. Luckily, there are many (often free) training courses available online to brush up on your online advertising options.
In today’s world, businesses can’t afford to not have a strong online presence. They’ll quickly get left behind by their competitors if they are failing to show up on Google search result pages, so many businesses are considering PPC and SEO for their brands.