When it comes to increasing online visibility and driving traffic to your website, for most Aussie businesses it boils down to two main options: SEO (search engine optimization) and Google Ads (formerly known as Google AdWords).
In today’s digital world, having a strong online presence is crucial for the success of your business and understanding when to use Google Ads versus SEO is a major advantage for your business when it comes to achieving that success (and to making your marketing bucks work hardest for you).
First, let’s be clear about the differences between Google Ads and SEO…
Google Ads, formerly known as Google Adwords, is a pay-per-click (PPC) advertising platform where businesses can create and display ads on Google’s search engine results page. These ads typically appear alongside the other Google search results and have a “Ad” label displayed next to them. Businesses pay every time someone clicks their ad. The price you pay for each click, works on an auction system, so it can fluctuate day to day and is highly dependant on how competitive your industry is and how much your competitors are bidding.
SEO, or search engine optimization, is also about getting your website to display on the first page of Google searches so that customers can find you online. However the way this is achieved is by optimizing your website and improving your online reputation so that Google rewards your business with greater visibility and ranks your website higher on search engine results pages organically. (by the way, this is referred to as “organic” because your website is being chosen to appear on Google searches because Google sees your business as the natural best choice to show searchers, rather than because you paid to appear.)
Who should choose SEO?
One of the main reasons why businesses ultimately choose SEO is the long-term benefits and value it provides. While Google Ads can give you immediate results, the downside is that paying per click racks up in cost pretty quickly and, as soon as you stop paying for ads, your website will no longer appear at the top of search results. However, with SEO, the efforts put into optimizing your website have a lasting impact, allowing you to reap the benefits for years to come.
Secondly, for businesses with a limited budget, SEO is a more cost-effective option. While Google Ads can provide quick results, it can also be quite expensive, especially if you are in a competitive industry and are bidding on popular keywords. On the other hand, SEO does not require any paid advertising, making it more budget-friendly in the long run. Of course, achieving high rankings through SEO also takes time and effort, but the return on investment can be significant.
Additionally, SEO can help your business build trust and credibility with potential customers. When your website appears at the top of organic search results, it gives the impression that your site is reputable and relevant compared to those appearing with a label saying “Ad” or “sponsored”. This is especially important for businesses in industries that require a level of trust, such as healthcare, finance, or legal services. Consumers are more likely to trust and click on organic search results compared to paid ads, further emphasizing the importance of a strong SEO strategy.
Who should choose Google Ads?
Of course, there are certain situations where Google Ads may be a better choice for your business. For example, if you have a new website and want to drive immediate traffic. In this situation, even with a great SEO strategy in place, Google will take longer to start rewarding a new website with rankings as it takes time to build credibility and trust. Here, Google Ads can provide quick results and start driving visitors to your website immediately.
Additionally, if you are promoting a time-sensitive offer or event like a Black Friday sales promotion or an upcoming property investment seminar, Google Ads can be a useful tool for getting the word out.
They are also ideal for situations where you need a quick boost, such as getting more sales enquiries during a slow time of year. They can also be a good choice for startups who have a limited marketing budget and can’t yet afford to invest in a longer-term strategy like SEO (even if the value and return on your investment is generally much better).
Its a bit like renting versus buying a house.
We all know that in general everyone prefers to buy. Buying means you’re not burning the rent money, instead it’s going into an asset that you’ll benefit from both now and in the future. Likewise, SEO turns your website into a sales-generating asset for your business. But, not everyone can afford to invest in a home of their own yet and sometimes renting just makes sense.
So, which one should you choose for your business?
Both Google Ads and SEO have their advantages and can be effective in different ways. Ultimately, it depends on your specific needs and goals. If you have the budget and time, a combination of both strategies can be highly effective. However, if you have to choose just one, SEO is the clear winner in terms of return on investment. And remember, it’s always best to partner with a digital agency specializing in both organic search (SEO) and paid search options (Google Ads management), like Results Digital Marketing, who can help you design an online marketing strategy that will deliver the best results.