Think of Google as the (not so) ‘new yellow pages’. Providing results for 40,000 individual search queries every single second to users around the globe.
Google isn’t as complicated as you may first think. The search engine has one very distinct and very public aim.
“To deliver its users the most relevant and accurate results for what they are searching.”
It is the single best platform in marketing history for matching a users potential needs to a businesses product/ service offering, thanks to one fundamental aspect called purchase intent.
Simply, the likelihood that a user will complete a purchase.
Website display ads, Facebook advertising, television ads, radio, newspaper articles are all worthy forms of advertising. They each provide ways to target particular groups of customers who are known to be interested in your products (targeting by demographics etc).
Facebook does this incredibly well and the narrow targeting abilities within Facebook’s ad platforms are second to none. However Google goes one better…
Instead of delivering ads to specific groups of people, Google flips this. Users actively come on their own accord, specifically to locate answers or items they want or need.
Hence our example of the yellow pages. (remember picking up the phone book and looking for that local plumber. That is purchase intent at its core).
There is no other platform for advertising that
leverages the intent to purchase like Google.
The Difference between Google Ads and SEO
Google Ads PPC (Search Engine Marketing) and SEO (Search Engine Optimisation) are both unique digital marketing campaign strategies used by businesses to boost visibility online.
In other words, they are strategies used by businesses get found online by their target customers.
Google Ads/ SEM Marketing
Google Ads, or SEM (Search Engine Marketing), is the world’s largest and most dynamic pay-per-click (PPC) advertising platform
Google Ads provides advertisers the ability to create relevant text ads that are found at the top of specified search results. These ads direct traffic to your website or ideally a specific landing page.
Additionally, advertisers are able to further segment campaigns, targeting users via a mixture of location, demographics, household income, marital status, and parental status.
Pay-per-click (PPC) advertising:
Pay-per-click (PPC) advertising simply means you are only charged when an ad is clicked, regardless of how many times it has been viewed.
Pay-per-click campaigns are charged on a cost per click basis.
The maths is quite straight forward:
$1000 in advertising spend that generates 500 clicks, delivers at $2 per click. [1000/500 = $2].
The results are transparent, easy to optimise and can be used to effectively scale revenue quickly and accurately.
Advantages of running Google Ads:
Businesses are able to create targeted ads that appear on specified search terms immediately.
You are able to target audiences and specific relevant search terms likely to engage with your product/ service
SEO (Search Engine Optimisation)
SEO (search engine optimisation) is a longer term strategy. It is the practice of increasing the quantity and quality of traffic to your website organically (without advertising spend).
SEO provides access to free, qualified leads (a person or business who may eventually become a customer / client) that are ready and looking to purchase your unique products or services.
A successful SEO strategy ensures your business is easily found on Google when the right customers are researching & comparing businesses like yours.
Advantages of SEO
SEO can be very cost-effective in the long term, as once your website is well ranked for a specific search term, traffic will organically flow to the website and you won’t be paying for each click.
A clever SEO campaign is designed to ensure the traffic coming through your website via Google is relevant to your offering and that your website effectively communicates your message, leading to increased sales conversions.
So, Google Ads or SEO?
A successful digital marketing strategy will most likely consider both tactics. Both of these provide handsome returns on investment in the long-term.
It’s important to note that SEO can take six months or potentially longer to see favorable results (industry dependent), therefore it can take longer to realise your return on investment.
Google Ads can start to provide immediate return on your investment, however unlike SEO, you will always pay for the traffic Google Ads sends t to your website.
Your Goals and Objectives:
Knowing your specific business goals and objectives is the first step in establishing which campaign is most effective.
Speak to our team today about setting up a Google Ads/ SEO campaign for your business.
Jacques is an experienced digital marketer from Melbourne, Australia.
He's spent a decade working alongside many businesses and professionals from a broad range of industries, developing long-term strategies to navigate the ever-evolving digital landscape. Jacques is a co-founder of See The Label, which boasts in-house artistic and creative design, married with a strict focus on the mathematics and science behind digital campaign analysis.
Fresh, clever content creation and planning that actually increases customer engagement and most importantly converts into real sales.