If you prefer to see immediate results then search engine marketing or paid advertising like Google Ads might be the better option for you. Using Porter Technology as your Google ads manager will allow you set up an effective digital marketing campaign by combining our SEO skills and programming knowledge to create high quality ads. We can also help you setup Google Analytics and Google Search Console tracking. To find out more about how we can help your business, enquire through our website today.
What Is Paid Advertising?
Paid online advertising is the term used to define paying marketing efforts online. Paid ads are usually through Google Ads, Facebook & Instagram or other popular social media channels.
How does online advertising work? Businesses will pay to put themselves in the highest position for different search results, the larger the search interest is for a particular keyword or search phrase, generally the higher the cost is going to be associated with marketing on that search term. SEO is utilised to help reduce the cost per click (“CPC”) by creating landing pages for specific search phrases. This is why there is a symbiotic relationship between running Ads and generating organic traffic with SEO.
SEO and paid online advertising go hand-in-hand and is why it would be a good option to hire someone with Google Ads management and SEO skills to help reduce your cost per click.
Is An Ads Manger Worth The Cost?
Google Ads can be very beneficial for start-up businesses looking to gain immediate traction in the search engine by targeting brand awareness (more impressions than clicks) with their ads. It can also have a positive impact on your organic search results. That’s where hiring an ads manager that has experience with SEO and paid online advertising can have its benefits.
When you have a substantial budget or you are driving traffic to the right search phrases, Google Ads can be very effective. This is where Porter Technology flourishes, we combine our SEO and Ads strategies to help your business target search phrases that are more likely to convert a user into a paying customer, we refer to this as qualified traffic.
What Are Branded Keywords?
Branded keywords are search phrases users will type into the search engine that contains your business name. Frequently you will see businesses driving traffic towards branded keywords (sometimes by default these are targeted in your ads). This is not always a bad thing, particularly if you are a large business and competitors are driving ads to try and hijack users searching for your business (this is specific to the client whether or not they want to target these keywords with ads).
From personal experience managing the SEO for larger traffic and high-converting websites, it is best to avoid running ads on branded keywords unless your competitors are advertising on your business name and you believe that is affecting your traffic. However there is always the consideration of moving the budget you have allocated for branded keywords towards other keywords or using this budget to increase organic leads through high quality SEO efforts.
Are Ads Better Than SEO?
I have personally found that running ads on branded keywords can have a detrimental effect by wasting considerable budgets which could have been spent on targeting other keywords or invested into growing organic results. The Google Ads versus SEO price comparison involved running a campaign to target branded keywords versus stopping ads on branded keywords and allowing your organic results to perform as they should ignoring competitors’ ads. This was performed on a few websites and the results were surprising, however there is a relationship between effective ads campaigns and SEO, it is always best to find a balance between the two. It is also a preferential decision whether or not your want to run ads on branded keywords.
Thinking About Your SEM Budget
Google Ads is not the same as SEO, once your budget has expired, your ad will no longer be shown in the search engine. That is why it is always important to considering optimizing your website for organic (free) traffic with search engine optimisation (SEO). SEO can also help reduce the cost per click when driving traffic to a specific landing page.If you think Google Ads could be beneficial to your business, please request a free quote to discuss our Google Ads Management prices.