When it comes to new business’ online advertising, you may find many different ways on how to increase your online presence. The most popular ones are – to work on your social media profiles and increase the following on various social networks, or create a website and start advertising it on the web. Previously we have discussed the Social media marketing benefits any type of business and now will focus more on Paid advertising and SEO.
To promote your brand online you need to:
- Create a website
- Start driving traffic to your website
You may advertise your brand on any search engine – Google, Bing, and so on. Here we will discuss the general concept of paid advertising and how it may benefit your business.
Many people are getting confused by what are the Google Ads vs Google Adwords. As per Wikipedia, “Google Adwords is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users”. This means that with the help of Adwords you are able to advertise on Google search as well as on any of Google partners’ platforms and networks.
When creating ads in Adwords, you may set them up to run (or be shown) at a certain time of the day, week, or month, in a specific region, for a specific audience, and so on. You may even set up your ads to run on other websites – Google’s partners.
One of the most important things that you should know about paid advertising in search engines is that you will only pay when somebody clicks on your ad and not when you appear in a search. This type of advertising is called CPC or cost-per-click advertising. Depending on your business’ industry, its products or services, your CPC might be very high or much lower than you expected. However, even if your ads seem to be really cheap and you are getting the traffic even at a very low cost, your advertising manager should always be monitoring all campaigns all the time and make necessary adjustments based on their performance.
SEO or search engine optimization is a long-term website optimization strategy which includes both – on-site optimizations of your content, design, and other, as well as off-site optimization, also known as “backlinking”. If your website is new or has never been optimized for search engines, before you will see any improvement in traffic to your website or start getting any leads, you would need to work on your website’s performance and optimize it accordingly.
In the past, it was relatively easy to make search engine find your website if you would simply add a lot of keywords to your pages. Today, Google’s algorithms, as well as the ones of other search engines, have become much more complicated, and adding more keywords to the pages might not only make the opposite effect on your SEO, but even damage your website’s reputation and ranking in search engines. This may lead to penalties and even a complete exclusion from Google’s index, which means that no one will ever find you when searching for your product, service, or brand.
There are a lot of different tips and tricks to SEO and it takes time to build up this knowledge and come up with the right strategy that will increase your website’s visits. One of the sources that we highly recommend is Matthew Woodward‘s blog. He always publishes a lot of great content that will surely help you with learning SEO if you’d decide to go the DIY route.
Google Ads vs SEO
So, which one is better for you and your business – paid advertising or SEO? Let’s look at some of the pros and cons for both.
Traffic to your website:
- Paid advertising allows you to start seeing an increase in traffic almost immediately.
- SEO will take time as you slowly add content to your website, optimizing it for search engines, link to other blogs and websites, and so much more. If your blog or a company website is not new, you might also need to review your website’s structure and change it before you even start working on search engine optimization.
Cost of ads:
- For paid ads you, obviously, will need to pay immediately. You will also need to pay to an advertising agency which will run them for you (unless you decide to learn Adwords yourself and do it all by yourself).
- The most common misconception is that SEO is free. Even if you decide to go the DIY route and try to optimize your website yourself, your biggest investment will be your time. It takes quite a bit of time to master SEO even if your major business focus is in somewhat related industry. However, if you are, for example, a restaurant owner or a home renovation contractor who is overwhelmed by many other business-related activities, learing SEO on your own might cost you much more than you think and not bring results for a very long time if not done properly.
Visibility on the web:
- Google Ads are only going to be seen on Google’s and its search partner’s platforms where SEO will reach all kinds of search engines if done properly.
- SEO takes time to master and build but, if done properly, the leads will keep coming for quite some time. On a contrary, once you shut off your ads in Google Adwords, the traffic to your website will stop.
- SEO will only help you with your search engine ranking. Adwords will show your advertisement on websites and all their various platforms they show ads on.
So, which one is right for you and your business – paid ads or an SEO?
If you are new online and are looking to find customers, Google Ads (Bing Ads, or other paid search engine advertising) is the fastest way to create the awareness of your brand and advertise your services. This strategy might also work for those, whose website is either outdated or never brought any customers to the business in the past and needs to get optimized or even redesigned. While paid advertising will cost money, if you choose the right keywords, keep optimizing your campaigns, and continuously work on their performance, you can definitely get a good return on that investment.
Another important point for Google advertising is that you should be strategic and make sure you have an irresistible offer for your customers. You are going to be paying each time someone is clicking on your ad, and if they click through to your website and it isn’t what they have expected, you may end up paying for traffic that will not bring you any sales.
If you are an established business but still not getting enough leads from your website, you should definitely consider reviewing its performance, analyze why you are not visible in search engines, and take action. Most probably, you would need to make adjustments to an existing website – either to its design or website’s content – and then start improving its SEO.
The best website advertising strategy for any new business would be a combination of both, paid ads and an SEO. While you will be working on your website’s performance / SEO, you may start PPC advertising immediately to spread the word about your business and advertise your products or services. At later stages of your business’ growth, you will need to re-evaluate all your marketing efforts and decide on which campaigns to focus more and which ones’ budget could be reduced.
If you are still not sure and need help with deciding on which route to take and what type of advertising might be best for your unique business, please, contact us and we will be happy to discuss it with you.