Google Ads And SEO 2020

Google ads And SEO – which is better for my business?

Over the years there has been much debate about the relative merits to your business of Google Ads. and SEO. Both are vital ingredients of any digital marketing campaign and therefore excellent strategies for helping to drive traffic, but which is better for you? The answer is not as easy as the question in this case! Your marketing strategy is influenced by factors including budget, product, industry, and revenue to name a few. Here, we take a look at Google Ads and SEO to help you decide which is best for you.

Google Ads and SEO

Google Ads (previously Google AdWords)

Google Ads is an advertising platform which, as its name implies, is owned by Google. The PPC (pay per click) platform allows marketers to reach leads. 

Google Ads works by displaying an advert in Google search results which is triggered by a keyword search e.g. when someone uses one of your target keywords in your target geographical location, your site will appear as a paid ad. in the results. If someone subsequently clicks on your advert, Google will charge you. This cost may deter many but, statistically, 60% of all clicks are received by the sites in the top 3 ad. positions, so a lot of business can be gained through PPC. 

Google Ads focuses on device bidding. This means Google separates bids on desktop, mobiles and tablets, allowing them to be distinct from each other while still dependent on one another. This focus allows you to have a distinct marketing budget for each type of device you run your campaign on, giving you greater freedom and flexibility with your budget. 

SEO (Search Engine Optimisation)

SEO is the process used to get your website rankings higher in all major search engines, unlike Google Ads which is dedicated to Google only. 

In order for your website to rank well in searches, SEO will optimise your site content so that it appears higher up on the search engine results page (SERP). How high up you rank is dependent on many factors, including keywords and quality content, site security and user experience, as well as mobile compatibility and load speed. 

An effective and successful SEO campaign will improve your site’s expertise, industry authority and user trust, increasing organic growth and gaining higher search rankings. 

The roles of Google Ads and SEO

Google Ads and SEO each have a different role to play in your marketing campaign which are unique yet complementary. Used properly, these two platforms can work well together. When you look at each side by side, you can see how they compare:

Placement Ads placed in search results of Google owned and partner sites only Placement only in search results
Traffic Traffic generation for campaign duration only Ongoing traffic generation
Cost Charges for every click on your listing No cost for people to click on your listing
Time Faster results Results take longer to achieve but may be longer lasting
Tracking metrics Tracks instantly Tracking takes longer
Keyword selection Works for all keywords Works for all keywords

Once you have established campaign goals and budget, whether you decide to follow the SEO only route, or the Google Ads route is a matter of choice. However, when used in conjunction with each other, SEO and PPC Ads can increase your visibility as both will increase the opportunity of searchers finding your page. The two together will also boost traffic to your site – PPC creating immediate traffic and SEO attracting long term traffic. And, Google Ads keywords can be used to optimise SEO as bidding for the same keywords that you target with SEO means double the exposure for those keywords. Google Ads can also be used to test keywords, helping you to determine the keywords which are the most effective for a SEO campaign.

Don’t view Google Ads and SEO as competitors but allies in your marketing campaigns. Used well, the two together will only be an advantage for your website by combining their individual merits to bring you better search results.

What is Google Ads, formerly known as Google Adwords?

Google Ads, originally known as Google Adwords is Google’s online pay per click advertising where advertisers produce adverts for their own list of keywords for users to click on. Using Google Ads can help you get to position 1 on the Google search engine with a day, without having to go through months of SEO work. Google Ads usually sit at the top of the SERPs (search engine results page). You can see an example below of where the paid for, shopping and organic listings all sit.

Google Ads

Search adverts for Google Ads are shown against keyword searches based on an auction model – the advertiser bids a maximum that they’re prepared to pay. The priority with which Google shows adverts takes into account aspects such as the relevance of the landing page, the advert copy and the click through rate. The algorithms that determine adverts placing are always changing so it is necessary to stay on top of the updates. Google shopping adverts are usually based on a feed that is generated from the backend of the website and is then sent through an API to the Google Merchant Center. Once there the Merchant Center will use the feed to produce the shopping ads. Google will then show the product ads based on the keyword searches that the customer uses.

What are the challenges when using Google Ads search for eCommerce?

  • Increasingly complex to manage as scale and sophistication grows – bids can vary bids by device, repeat visits, location, gender, age, audience remarketing etc
  • Cost per clicks can rise significantly year on year (YOY)
  • Return on investment (ROI) can be hard to maintain as spend grows
  • Revenue increases YOY become harder and more dependent on other factors such as on page category merchandising, product pages and website customer journey.

What are the challenges when using Google Shopping for eCommerce?

  • The success of the product ads is closely tied to the quality of the data feed
  • Influencing the products chosen to be shown can be difficult due to Google’s own search algorithm
  • There are usually 3 types of customer browsing the product adverts – low intent to buy, medium intent to buy and high intent to buy. The idea is to create different shopping campaigns based on the users different intention to buy. This is a very difficult process and involves a lot of work with all the various keyword searches the potential customer types in
  • Increasingly competitive (expensive) environment due to success and also false offering websites
  • The need to have a high impression share and be competitive is strong due to the ability to influence sales further down the buyer funnel

If you have any questions regarding Google Ads please don’t hesitate to contact me.