Website optimization (SEO) for Google or advertising through Google Ads?
First of all, it should be known that the two ways of online promotion are complementary and not mutually exclusive.
Each method has strengths and weaknesses, and the decision to choose one of them should be made on the basis of the type of result expected.
Explanation of the two concepts
Google Ads. is an online advertising service that serves ads for certain keywords on Google pages and their advertising network.
Google Ads campaigns can be carried out at local, national or international distribution level.
Optimizing a website / Search Engine Optimization (SEO) is a set of actions that ultimately lead to improving the ranking of the site when searches are performed in search engines, to its presence at the top of the natural listing of results.
To whom it is addressed
To whom it is addressed
The effects of a Google Ads campaign are seen in a very short period of time, just a few hours after the ad is sent to Google.
The display of Ads ads produces an increase in website traffic in a very short period of time.
The Google Ads campaign has a fixed duration, once it is completed, the effects of online promotion disappear.
The website optimization service for Google is aimed at companies that want long-term results, a lasting online promotion.
The end result of such a campaign can be seen a few months after the start of this operation.
Optimizing your website for Google has the advantage that it delivers results even after SEO actions have been completed.
Different approach
Google Ads advertising is based on the display of advertisements in the Google network.
Ads displayed by Google have the effect, if clicked, of opening the pages of the site for which they are promoted.
Website optimization aims to index the site as well as possible when searching on Google for certain keywords relevant to the site content.
SEO is a long-lasting promotion, providing good visibility of the site in Google searches for relevant keywords.
Costs
Google Ads ads have a cost of appearance based on PPC (Pay-Per-Click) or display (bidding cost per thousand displays). The cost of such a campaign varies depending on the traffic brought by the chosen keyword.
If an inappropriate parameterisation occurs, it can lead to very high costs.
Optimizing your website for Google requires higher initial costs at first, but the investment pays off, considering the long-term effect such a campaign has.
How to display
Google Ads ads appear in the sponsored links section, either above the list of sites, with a colored background, or on the right side.
These ads can also be additionally posted on the Google advertising network.
This network includes sites such as Google Maps, Amazon.com, Gmail.com, nytimes.com, howstuffworks.com, business.com.
By optimizing your website for Google, you get a better indexing of your site in searches. Sites will be displayed in the list on the left side, depending on the degree of optimization.
Studies show that about 80% of users who search using Google’s search engine prefer organically listed sites over sponsored links.
Similarities
The similarities between the two ways of online promotion are primarily that both are displayed as a result of searches made in the Google search engine. They are also both based on association with certain keywords.
The success of both campaigns depends on the choice of keywords:
The success of both campaigns depends on the choice of keywords:
- if a keyword is chosen that does not have an adequate search percentage, it will not increase traffic to your site.
- if you choose a keyword that brings good traffic but is not relevant to the content of the site you will have good traffic, but only a very small percentage of these visitors will be potential customers interested in your site. For the Google Ads campaign, a high bounce rate means a costly investment in the advertising campaign and low revenue.
Successful Ads promotion is not limited to choosing relevant keywords.
In order to have a profitable campaign, it is advisable to call upon specialists.
FivePlus online marketing agency offers Google Ads services as a Certified Ads Partner.
Combining the two methods
A Google Ads campaign only requires the choice of keywords and an appropriate cost structure, not affecting the process of optimizing the site for Google.
So there is also the possibility of combining the two methods, obtaining both short-term and long-term results.