Contractors who want to promote their business online using Google have to make a decision between Google Ads and SEO. Some people consider this to be a difficult decision. What is the best strategy for growing your business and providing a better return on investment?
It doesn’t have to be an either/or decision when it comes to paid search engine marketing or free search engine optimization. No one wants to invest in marketing practices that are inadequate and can damage their bottom line.
You are here because you want to expand your deck building business. We will compare Google Ads (PPC) and SEO to show you how they compare. I cannot give you a definite answer as to which one is best for business because it varies depending on the situation.
What is the goal of the text? The goal of the text is to find out where you should invest your marketing dollars so you can achieve some clear, tangible and substantial results.
Which should you use? Google Ads, SEO, or both?
Ready to dive in?
What is PPC?
PPC means pay-per-click. This is an advertising model where advertisers offer to pay for clicks from users. PPC advertising is a way for businesses to display their pages in search engines like Google when users type in a specific keyword. The businesses pay for each click that their page receives. This is SEM: search engine marketing, or paid search.
If you do a search for “deck builders near me,” you might see the top search results displayed in bold letters “Ad.” This means you are seeing those results because someone is running a PPC campaign. PPC is a paid marketing model in which you pay to appear in search listings.
Or bidding , to be specific.
When marketers talk about PPC, we’re mainly referring to Google Ads, a tool that lets you create paid search ads on google, the world’s most popular search engine. This is where the magic happens.
Let me break down the PPC marketing model so it is easier to understand:
Companies will try to have their pages appear when users enter specific keywords by bidding, and they will pay a fee each time someone clicks on the ad/page link.
PPC is an effective form of online advertising. Why is this? Since Google is used by the majority of people to find solutions to their problems or answers to their questions,
To check if your competitors are running PPC campaigns, search for ‘deck builders near me’. If any ads appear at the top of the search results, they are likely taking advantage of PPC campaigns.
What is SEO?
Search Engine Optimization is the process of making your site and pages more likely to show up in the search engines when someone types in a specific keyword. The term “organic search” is used to describe the process of a company appearing in the search engine results pages (SERPs) without paying for it.
The purpose of SEO is to improve the visibility of a website in search engine results pages (SERPs). To ensure your content is successful, base it on what users want to know. By doing this, you’ll be crafting content that is tailored to their needs and more likely to be successful. Do you have the right content to answer their questions or help them solve their problems?
When SEO is performed correctly, it sends a signal to Google’s search engine bots that the pages on the site contain relevant and useful information for Google’s users. If Google believes that your pages are relevant to the keywords you have targeted in your content, then your pages will rank higher. There is both an art and a science to finding the right keywords.
Paid search results are those that appear first in a search engine, followed by organic results. Web page rankings on organic searches are not based on how much money is being spent on the search, but on other factors like the quality and value of the search.
Google uses a variety of factors to assess the quality of your website, including click-through rates, bounce rates, time on page, and page load speed. These factors are changing all the time. For example, Google made 1,500 changes to its search algorithm in just one year.
PPC encryption involves paying for a placement on a search engine, while SEO encryption is about providing quality content and optimizing your website pages to make Google’s algorithms rank them high on the list.
If all aspects of your SEO are working together (page load speed, keywords, relevant content, headers, meta descriptions, etc.), Google will give your pages a higher ranking. Higher ranking pages tend to get more clicks. The purpose of SEO and SEM is to increase the number of clicks through to a website.
What results are you getting from your SEO efforts? If your website does not appear on the first page of a search for “deck builders near me,” you may need to improve your website’s SEO.
Putting SEO into perspective
Approximately three quarters of all traffic is directed to the first three organic search results.
If you’re not at the top of the search results, it’s hard to get noticed in the current noise of the internet.
Smart SEO marketing is the best way to increase your ranking, because it consider’s your website’s performance, technical aspects of web content creation, how you structure blog posts, the keywords you target, and other factors involving things like ALT tags, canonicalization, sitemaps, and robots.txt. Many business owners have never heard of these things, but they can make a big difference in your ranking.
PPC: Is it worth it?
Is it worth it to pay for each and every visitor through paid search?
What will happen if the PPC campaign is not successful in generating enough traffic or returns? What if it’s a waste of time and money?
PPc is not suitable for all companies and presents some difficulties. Although it may not always be beneficial, it can be extremely advantageous for the right types of companies at the right time.
PPC is the real deal.
If you have ever searched for something online, you have probably seen advertisements from businesses and industries that believe that pay-per-click advertising is a valuable way to close more sales and get more customers. PPC is not just for big businesses, anyone can use it! PPC campaigns can be beneficial for small businesses, as well as some of their competitors.
Rather than debating whether or not PPC works, a more relevant question would be whether or not PPC is a viable strategy to get customers for your deck building company.
How to Tell if Google PPC is Right for Your Business
Other businesses’ success on the platform is not a guarantee of your own success. If you’re thinking about using Google PPC for your business, it could be a great fit or it could be a complete failure. It all depends on how well you set up and manage your campaign. To see if Google PPC is right for your business, take a few steps to get a good idea. You can’t be certain until you try it, but this will give you a better sense of whether it’s a good fit.
Confirm you’re allowed to use Google Ads.
You cannot use Google Ads to advertise products that are not allowed by Google’s terms and conditions. If your company’s products are on the prohibited list, Google PPC won’t work for you.
The main categories of products this restriction applies to are:
- Counterfeit goods
- Dangerous products such as weapons, explosives, illegal drugs and tobacco products.
- Products that enable dishonest behavior such as hacking software, academic cheating services, and products that inflate ad or website traffic.
- Ads that promote hate, discrimination and violence.
Research the average traffic rates for relevant keywords.
The amount of money you pay for a Google PPC ad, as well as how successful the ad will be, is largely determined by keyword targeting. Monitoring keyword research will allow you to determine if people are searching for the products you sell online and what language they are using.
Any tool you use for SEO or PPC should be able to help you with keywords. If you don’t have any subscription tools, you can use the free Google Keyword Planner. Type in the keywords from your list into the Google AdWords Keyword Planner and hit enter. It will then show you the average monthly searches for each keyword and how competitive the term is.
Make sure to research not only the keywords for your products, but also the traffic rates for keywords relevant to the content you create. By targeting long-tail keywords in your content marketing, you can reach customers who are further down the sales funnel and more likely to convert. Long-tail keywords are also less competitive, so they may be cheaper to bid on in paid search advertising.
Test out what the SERP looks like for your target keywords.
After you have found the keywords you would like to target with Google PPC, look at the SERPs to see what comes up. If a SERP has a lot of ads showing up, that tells you two important things:
- This keyword will be competitive (and may cost a lot because of it).
- It’s popular for a reason—the businesses buying those ads are likely getting results from them.
Research the typical cost for your industry.
Google Ads uses a system where advertisers bid on how much they are willing to pay for a click on their ad. The amount that they bid is used to determine the pricing of each click. As more businesses compete for a particular keyword, your advertising budget must increase in order for your ad to be seen, and you will pay more for each click.
The CPC for the legal industry is high Although the average cost-per-click varies significantly for different industries, the legal industry typically has a high CPC. The amount PPC will cost your business is dependent on this information.
Acquisio conducted a study to find out the typical cost-per-click for different industries.
It all depends on the conversion rate If the products or services you sell are expensive, a high CPC may be worth it. It all depends on the conversion rate. It is more valuable for a business that sells subscription software for $1,000 per year to spend $10 for a click than it is for a business that sells $20 ear buds to spend $10 for a click.
Research the typical conversion rates for your industry.
What is the other important factor? Not every click will be relevant. Sometimes people find your website by accident, or more often, they land on your website and realize that you’re not selling what they’re looking for.
According to Acquisio’s research, the typical conversion rate and cost-per-acquisition varies for different industries. If the industry you want to research is not included here, try to find another source that has PPC benchmarks for that industry.
This will allow you to more accurately ascertain if PPC will provide a positive ROI given your budget.
It’s important to remember that many leads take a long time to become customers. While it may be tempting to write off a visitor who doesn’t make an immediate purchase, it’s important to remember that they may come back and make a purchase in the future once they’ve developed a relationship with your business.
Clarify what audience you want to reach.
Google PPC is an effective way to reach a specific audience.
If you sell products that appeal to a specific niche, like small law firms or busy professionals in their 30s who are into physical fitness, then Google PPC can get your message in front of those people.
If you have not done so already, creating buyer personas would be a good way to clarify your target audience. This exercise will help you to understand if your audience is specific enough to make Google PPC’s targeting options more valuable.
Check how often your visitors come back.
Interacting with a brand once usually isn’t enough for someone to be ready to buy from that brand. It takes between six and eight interactions with a lead before they are ready to buy. This is typically much longer in a B2B setting than it is with B2C brands.
Most website visitors leave after their first interaction, according to Google Analytics. Choose Audience in the menu, then Behavior. The “New vs Returning” metric lets you see how many of your visitors came to your site for the first time, and how many have visited before.
You can see how often your repeat visitors come to your website and how many pages they view under Frequency and Recency.
If you want your visitors to return more often, you can use Google’s retargeting option.
You know that past visitors are likely a relevant audience because they have already shown an interest in you. Remarketing allows you to target your ads to users who have previously interacted with your site or app. This makes it more likely that they will come back and convert.
PPC allows you to appear on the first page of Google immediately. You can improve your ranking quickly by bidding on the right keywords. If you have the time and money to invest in creating high-quality content, organic marketing through SEO can be more affordable and provide results that improve over time.
It is more advantageous to invest in SEO rather than Google Ads because you gain a higher return on investment.
If your decking company is in a hurry, look to PPC to help fill in the gaps.
Would you rather have more time or more money?
Related posts:
