Google’s pay-per-click advertising strategy, which is carried out through the Google Adwords platform. Google’s PPC program enables you to advertise your business on Google Search and Maps, so you can catch customers when they’re looking for businesses like yours. You only have to pay for results if you use pay-per-click on Google. Your advertising budget pays for the clicks that come to your website or the calls that come to your business through ads. To be successful in online marketing, you often need to use channels that are classified as owned, earned, or paid. The channels you own and have earned include your website and all your SEO efforts. In order to create a successful inbound marketing strategy, you need to be patient and be willing to commit for the long haul. It can take over three months for Google to crawl a webpage. This means that everything you do on your own website to gain visibility in the search engines will take time to make its mark.

Paid media is any advertising that you directly pay for. It can be a useful way to improve the reach of your owned and earned channels. Google PPC Advertising is a paid marketing channel that allows online marketers to place ads on Google’s search engine and other sites in the Google network.

What is Google AdWords Advertising?

Google AdWords is a type of advertisement that shows up when you are browsing online. These ads are usually pay-per-click, meaning that the advertiser pays Google every time someone clicks on their ad.

The first place you’ll see AdWords ads is on the Google search engine results page. They typically appear above the natural results, at the top of the local results map, and sometimes to the side of the main results.

The ads that appear on more than 2 million websites and apps that are a part of Google’s display network are powered by Google AdWords. The display network includes Google properties like Gmail and YouTube, as well as a huge number of media properties not owned by Google that make money by displaying ads.

How Google AdWords Advertising Works

Google AdWords uses a bidding model. You can tell the AdWords platform where and how you want your ads to appear and how much you’re willing to spend, and it will give relevant placements to the highest bidder. Some businesses find it useful to use Instagram as a way to increase brand awareness and get their marketing to reach a wider audience. You should consider the pros and cons of Google PPC before making an investment.

5 Pros of Using Google PPC Advertising

You can reach a large audience.

An important rule in marketing is to go to the places where your potential customers are. Well, Google is where pretty much everyone is. Every day, billions of searches are made by users from all around the world, and that’s not even including other search engines. Many Google products have billions of users, as well as sites in the Google Display Network that reach more than 90 percent of Internet users worldwide.

For your website and content to be effective, they need to be seen by people first. PPC advertising can be used to reach a large number of potential customers that have been cultivated by Google and its partners.

Keyword marketing means your ads are always relevant.

For marketers, being able to reach the right people is more important than reaching a lot of people. One of the benefits of Google PPC advertising is that it reaches a relevant audience. The Google AdWords keyword tool allows you to target specific keywords for your ads. This ensures that your ad will be more relevant to the user’s search query and more likely to be clicked on.

Getting your content into the results for searches, especially for competitive keywords, is a slow and strategic process. PPC allows you to show up in the results for relevant keywords more quickly and easily, and it allows you to show up for keywords that would be out of your reach in the natural results.

Demographic targeting helps you reach the right audience.

You can use Google Adwords advertising to target people in your target audience, not just keywords. You can limit the audience for your ads by:

• Age
• Gender
• Device type
• Geographic location

Google provides a service called in-market targeting, which allows you to target ads to consumers who have searched for similar products in the past.

If you want to improve your conversion rates, focus your advertising on the groups of people most likely to buy from you.

Remarketing allows you to maintain a connection with past visitors.

Some businesses will need to talk to potential customers more than once to convince them to make a purchase. This is especially common in the B2B space, where businesses sell products or services to other businesses. It is better to have website visitors who come back multiple times rather than just once because they are more likely to become customers.

If someone has already visited your website, Google AdWords will serve them ads related to your product so that you remain in their thoughts. This makes it more likely that they will interact with your brand again.

Analytics give you insights to constantly improve.

The effectiveness of your marketing tactics is directly related to how well you execute them, which in turn is related to the data you can use to learn and improve. Google AdWords provides detailed data on the performance of every ad and campaign, so you can understand what works well and what doesn’t over time. The information provided includes:

• The number of clicks for each ad and data on who clicked
• The number of leads each ad and campaign generate
• The amount of traffic AdWords drives to your website
• The keywords you target that get the most clicks and leads
• The cost per lead

You can improve your PPC campaigns over time by using the information you gathered, and making sure that the ROI is worth it.

4 Cons of Using Google PPC Advertising

You have to pay to play.

PPC marketing requires a much higher marketing budget than SEO in order to see results. The cost-per-click for industries like the legal and medical world is much higher than others. This is okay provided that your ads are effective, your conversion rate is high, and you are making a profit off of your advertisements. But that’s not always the case. Often, it can take a lot of money to make any money back. As you can see, PPC can become expensive when cost per clicks are taken into account.

Constant investment is required.

You have to pay to play and keep spending money to get results. If you turn your ads off, your traffic and sales will stop. If you’re not careful, it’s easy to become too reliant on PPC. You need to balance your SEO efforts with other digital marketing strategies.

There’s a learning curve.

It may seem easy to create an ad and put together a budget, but it takes a lot of skill and knowledge to optimize your PPC campaign. The search engine platforms of Google and Bing can be difficult for beginner marketers to understand. You need to understand how to optimize your bids, what negative keywords to add, and how to optimize your landing page. It is not easy to do any of these things without the assistance of a PPC agency.

PPC ads can get stale.

You need to keep your ads fresh by refreshing them constantly. If users become used to seeing ads, they may start to ignore them, which can reduce the effectiveness of paid advertising. This is when users realize they are reading an advertisement and continue scrolling without taking any action. Not only does a PPC campaign require an ongoing budget, but it also ____. To continue driving sales, you need to test out new ads and landing pages.

SEO and PPC: How They Work Together

You shouldn’t have to choose between SEO and PPC because they are both important. You should do both. PPC can help you achieve your goals quickly and drive traffic that is likely to convert. SEO is not a short-term game, it takes a year or two to show more effective results. An article can target multiple keywords, as opposed to PPC which can only target one keyword.

Not only are SEO and PPC effective on their own, but they are even more effective when they are used together. Just check out the three strategies below for proof.

Crowd the SERPs on Branded Searches

If you want to appear at the top of the search engine results pages (SERPs) for your branded terms, you’re in the right place. SEO and PPC cannot always be separated. You should create PPC ads for your brand terms to prevent your competitors from doing the same.

You can improve your brand’s awareness by taking control of the first page of search results for your company’s name or product.

There’s no need to worry about spending a lot of money on these ads. Because your landing page will be relevant to the search term, it will cost less for your ad to appear in the first paid position than your competitors.

Move Expensive PPC Keywords to SEO

If you run a PPC campaign for a long period of time, you will find that some ads get a lot of clicks but few conversions. These keywords are a colossal waste of money.

This usually happens when the keywords don’t show that the user is interested in buying something or when the keywords are targeting users who don’t know what they want yet.

That doesn’t mean it’s a bad keyword, though. Use SEO to target your topic with an article instead of giving up on it completely. Introducing your brand to consumers early in the buyer’s journey allows you to grab their email address with a lead magnet. The data indicates that users are more likely to click on an ad if it is related to their organic search.

Match Organic Results With PPC Ads

A final way to integrate SEO and PPC is to use PPC ads to supplement your SEO results. By doing this, you can improve your chances of getting seen by potential customers. Often times, PPC ads will not be related to the organic results.

This is common to happen on non-transactional comparison queries during the buyer’s journey. Customers aren’t looking to buy at this point. They are looking for the best solution.

There are more posts comparing products in the organic search results than there are PPC ads that focus on only one product. If you search “best CRM” you will see a great example of this. The ads focus on single products, but the top organic result is a post that compares multiple products.

Here’s how you can win big in these cases. It is more effective to create PPC ads that are in line with what the searcher is looking for, rather than ads that match existing ads.

Instead of only promoting your own product, create an ad and landing page that compares the best products in your industry. This will show that you are not only knowledgeable about your product, but also about the competition. This will result in more clicks on your ad.

SEO vs PPC Frequently Asked Questions

SEO vs PPC Conclusion

Both SEO and PPC can be used to grow your business. Although it takes time, SEO is a very effective strategy in the long term. PPC can provide you with customers immediately, but you may have to pay for the service.

It is always recommended that marketers do not have to choose between the two options. Use both strategies together to drive even more conversions.

Diving into keyword research is the best way to get started with SEO and PPC. By understanding what keywords are being searched for, you can createPPC campaigns and an SEO strategy that are more likely to be successful.

Which marketing strategy are you most excited about? Do you prioritize one over the other?

Related posts:

SEO vs. PPC: Differences, Pros, Cons, & Which to Choose How To Use Google Ads Auction Insights Report: Best Guide For Google 11 Tips for Highly Effective Google Ads Competitor Analysis Is Google PPC Right for My Business?