SEO or Google ads? What do you need to consider first? You’re probably familiar with the idea that search engine optimisation (SEO) can boost your website’s visibility in search engine results. On the other hand, Google Ads can quickly position your URL at the top of relevant search results. While Google Ads might seem like a costly option, it offers immediate results. In this article, we’ll help you decide which strategy is best for your specific needs.

SEO or Google Ads

Effective digital marketing is more crucial than ever, with thousands of websites and businesses competing for the attention of potential customers. At this point, you may find yourself searching for the best ways to promote your business online. You’ll discover countless strategies aimed at making your brand visible to customers before your competitors get the chance.

As a business owner, you have to focus on the best strategies that deliver the best return on investment (ROI). If your financial resources are limited, your options may be constrained. This is when you need to decide on a strategy to enhance your website’s performance. Should you choose SEO or Google Ads?

However, comparing SEO and Google Ads isn’t entirely fair—it’s just like comparing a salad to a steak. You might enjoy both, but each offers something different. So, the next question is: Is there a way to include both in your marketing plan? Let’s dive into the differences between SEO and Google Ads and explore how you can leverage both for the best results.

What is SEO?

In case you’re unfamiliar, SEO stands for search engine optimisation. It encompasses all the practices aimed at improving your website’s ranking on search engine results pages (SERPs), so your potential customers can find you easily.

What Does SEO Involve?

SEO includes a wide range of strategies designed to make your website more visible to search engines. In a highly competitive digital space, securing a spot in the top three search results is crucial. If your website isn’t there, you risk being overlooked by your target audience.

Why Is SEO Important?

According to Backlinko, around 55% of users click on one of the first three search results. Most of the rest either change their query or briefly check the lower-ranking results. That’s why being on the first page isn’t enough; you need to aim for the highest ranks to maximise visibility. That’s why investing in a solid SEO strategy is essential for boosting your ranking and driving organic traffic.

How Can You Achieve This?

To increase brand visibility and attract qualified leads, you need a comprehensive SEO strategy. Key practices include:

• Creating user-focused content based on keyword research.
• Optimising URLs for readability by search engines.
• Optimising meta tags to accurately describe page content.
• Developing a content marketing strategy focused on outperforming competitors.
• Building high-quality backlinks for credibility.
• Testing your website speed with various tools to ensure optimal performance.
• Using a readable format to make content digestible for users.
• Answering customer questions directly through your content.

Pro Tip: To maintain and improve your rankings, stay up to date with Google’s algorithm changes and standards.

What is Google Ads?

While SEO involves strategies to build organic visibility through search engines, why should you consider paying for Google Ads? Obviously, Google Ads achieve similar goals to SEO but deliver results much faster—albeit at a higher cost. Google Ads is an advertising platform based on a pay-per-click (PPC) model, where you pay each time someone clicks on your ad.

Businesses, whether global giants or local ventures, are increasingly investing in Google Ads to reach active internet users who are searching for relevant queries. This approach helps businesses connect with highly interested potential customers. Partnering with a Google Ads agency can further optimise this investment, ensuring your campaigns are strategically planned and well-managed to maximise ROI and drive targeted traffic to your website.

The Main Types of Google Ads

There are around 22 different types of Google Ads. Let’s take a look at the most commonly used ones:

1. Search Ads

Search Ads appear at the top of search engine results when users type in relevant queries. These text-based ads often occupy the first, second, or third positions above organic listings. The ads are designed to answer users’ questions directly, driving qualified traffic. The only visible difference between these ads and organic results is the small “Ad” label next to them.

2. Shopping Ads

Shopping Ads showcase multiple product images at the top of the search results page, often in a carousel format. Each image displays the product price, making it easy for users to compare options. These ads are especially popular among e-commerce websites, aiming to increase visibility and drive sales.

3. Local Ads

Local Ads are similar to local SEO, targeting a specific audience within a defined geographic area. For instance, if you run a wedding dress shop and want to attract brides in Belfast, Local Ads can help. These ads typically appear in a carousel format and include contact information and location details, making it easier for local customers to find your business.

4. Display Ads

Display Ads are visually appealing banner ads that appear across the Google Display Network (GDN), which includes millions of websites, blogs, and apps. These ads typically include images, text, or a combination of both and are designed to capture the user’s attention while they browse the internet.

5. Video Ads

Video Ads appear on YouTube and across the Google Video Partners network. They range from short, skippable ads to longer, non-skippable ones and can appear before, during, or after video content. Video Ads are an excellent way to showcase your products, tell your brand story, and connect with viewers on an emotional level.

How Does Google Ads Work?

Before answering your question about SEO and Google Ads and which type will be better for your business, let’s have a quick look at how Google’s advertising service works. 

Google Ads follow a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. The more clicks you’ll get, the more you’ll pay. This makes it a highly cost-effective digital marketing strategy, as you’re directly paying for engagement.

When setting up your Google Ads campaign, you choose specific keywords that will trigger your ad when users search for them. Once approved by Google, your ad appears to users who enter these keywords. However, this doesn’t guarantee that your ad will always appear as the first search result. The visibility of your ad depends on a bidding system, the quality of your ad, the level of competition, and your allocated budget.

Here’s how Google Ads works in brief:

1. Keyword Research: Identify relevant keywords that your target audience is searching for.
2. Ad Creation: Create compelling ad copy and visuals that encourage clicks.
3. Bidding: Set a bid for each keyword, determining how much you’re willing to pay per click.
4. Ad Auction: Google’s ad auction system determines which ads to show based on bids, ad quality, and other factors.
5. Click and Conversion Tracking: Google tracks clicks on your ads and conversions (e.g., purchases, sign-ups) to measure performance.

Why Do You Need Both SEO and Google Ads?

For the best results, it’s wise to incorporate both SEO and Google Ads into your marketing strategy. Relying solely on Google Ads without optimising your website, content, or landing pages can lead to disappointing outcomes. SEO lays the groundwork for a strong online presence, while Google Ads accelerates your visibility.

So, Which One is Better, SEO or Google Ads?

Many companies are unsure about the best approach to connect with the right audience and often want to choose one method over the other. However, the truth is, you need both.

SEO focuses on optimising your web content, enhancing user experience, and implementing technical improvements to achieve a higher organic rank on search engine results pages (SERPs). It’s a long-term strategy centred on content relevance, website configuration, and link building.

Google Ads, on the other hand, allows you to reach potential customers immediately by targeting specific keywords based on your research. It’s a faster approach that propels your website to the top of search results, increasing your visibility almost instantly.

Why You Can’t Choose One Over the Other

You shouldn’t skip SEO and rely solely on paid ads. Similarly, depending only on organic traffic can limit your reach, especially in competitive markets. Both channels play a vital role in improving your website’s performance and building brand awareness.

• SEO delivers sustainable, long-term results and generates consistent, organic traffic over time.
• Google Ads provides immediate exposure and helps capture leads quickly, especially during a product launch or promotional campaign.

By combining both strategies, you can maximise your reach, boost your website’s performance, and create a lasting impact on your brand. For a robust marketing strategy, leverage the strengths of both SEO and Google Ads to achieve optimal results.

Things You Need to Consider When Running Your Google Ad Campaigns

So, instead of asking, “Which is better: SEO or Google Ads?”, the real question should be, “How can you make the best use of both SEO and Google Ads?” To get the most out of your ad spend, you need a strategic approach. Before launching your Google Ads campaign, consider the following key elements to effectively tap into your customer potential.

Know Your Audience (Customer Demand)

A successful marketing strategy starts with a deep understanding of your target audience. It’s not just about identifying the keywords they use when searching for products or services like yours; it’s about comprehending their needs, intentions, and pain points.

Ask yourself the following questions before you get started:

• How does your target audience search for your solution? Understanding your audience‘s search behaviour will help you choose the right keywords.
• What specific keyword phrases does your audience use? Identify high-intent keywords that are relevant to your product or service.
• Do you have high-quality content on the landing page you intend to promote? Ensure your content aligns with what your ad promises.

Pro Tip: It’s all about understanding customer demand. To run a successful Google Ads campaign, conduct thorough keyword research to find high-volume search terms that match user intent.

Create Compelling Ad Copy (The Right Message)

The essence of a successful Google Ads campaign lies in crafting a compelling marketing message that resonates with your target audience. Your ad copy should address your customers’ pain points directly and clearly show how your product or service can solve their problems.

Pro Tip: Google Ads has strict character limits for ad copy, so make every word count. Be strategic in selecting your keywords and focus on addressing customer expectations and market needs. Use clear calls-to-action (CTAs) to guide users on the next steps, such as “Learn More,” “Shop Now,” or “Get a Free Quote”.

Setting Up Your Google Ads Account (Customising Your Google Experience)

If you’re new to Google Ads, the first step is to visit ads.google.com and set up your account. Click on “Get Started,” and you’ll be given two options: Start a smart campaign (automated) or Build your campaign (manual).

While it may seem tempting to let Google’s AI handle the ad creation through a Smart Campaign, opting for “Expert Mode” gives you greater control and flexibility. Don’t be intimidated by the name—Expert Mode doesn’t require advanced knowledge. It simply allows you to customise your campaign settings, choose specific targeting options, and craft a more tailored ad experience for your brand.

Pro Tip: Taking control of your campaign setup helps you align the ad more closely with your brand voice and objectives, giving you a better chance of connecting with your audience.

Things You Need to Consider When Testing Your SEO Performance

Now that you know the importance of combining both SEO and Google Ads, let’s focus on key practices to enhance your website’s ranking, optimise your SEO efforts, and drive organic traffic.

Check Your Installed Plugins 

Plugins can be incredibly useful, but having too many can slow down your website, negatively affecting your SEO performance. Not all plugins are created equal, and some may cause more harm than good by affecting your website speed.

How to Optimise Your Plugins

• Deactivate and Test: If you have multiple plugins installed, deactivate them one by one, then run a speed test using tools like Google PageSpeed Insights. This process helps you identify any plugins causing slowdowns.
• Update Regularly: Outdated plugins can create security risks and performance issues. Always check your WordPress dashboard for update notifications and take action promptly. If updates are provided by your hosting provider, verify whether they are included in your plan or if they come at an extra cost.
• Remove Unnecessary Plugins: Keep your plugin list lean by removing any that are redundant or no longer in use. A lighter plugin load will help improve page speed and overall website performance.

Pro Tip: Consider using an all-in-one SEO plugin like Yoast SEO or Rank Math to reduce the need for multiple, single-function plugins.

Clean up Your Database

A cluttered database can slow down your website, affecting your SEO performance. Over time, WordPress websites accumulate unnecessary data, including old post revisions, spam comments, and transient options.

Why Database Cleanup Matters

• A bloated database increases the time it takes for your website to load, which can negatively impact user experience and search engine rankings.
• Cleaning up your database regularly helps maintain optimal website performance, reducing the load time and enhancing SEO.

How to Clean Up Your Database

• Use plugins like WP-Sweep or Advanced Database Cleaner to remove unused data, such as revisions, drafts, and deleted comments.
• Regularly optimise your database tables to ensure they run efficiently.
• Schedule automatic database cleanups to maintain a lean, optimised website.

Pro Tip: Monitor your site speed regularly using Google PageSpeed Insights or GTmetrix. If you notice a decline in speed, it could be a sign that your database needs attention.

Overall, page speed is a huge factor in your website’s success, as it can impact your search engine rankings, customer satisfaction, and conversion rate.

Invest in the Right Tools to Test Your Website’s Performance

Before diving into content creation and design, it’s crucial to test your website’s performance from the perspective of both users and search engines. A well-optimised website not only ranks better but also provides a seamless user experience.

Recommended Tools for Testing:

To be able to fix any performance issues that your website may have as much as possible and ensure your users have a great time browsing your website, you can use the following tools:

• Google PageSpeed Insights: This free tool provides reliable, detailed reports on your website’s speed and user experience. It highlights performance issues and offers actionable recommendations for improvement.
• Google Search Console: This tool helps you monitor your website’s search performance, identify crawling issues, and find opportunities to improve your visibility.
• SEMrush or Ahrefs: These tools provide in-depth SEO audits, including backlink analysis, keyword performance, and content optimisation suggestions.

Pro Tip: Use multiple tools to get a comprehensive view of your website’s performance. Each tool offers unique insights that can help you fine-tune your SEO strategy.

Repeat Testing and Conduct Regular SEO Audits

SEO is an ongoing process, and regular testing is essential to maintain and improve your rankings. Search engines frequently update their algorithms, so it’s important to stay proactive and adjust your strategy as needed.

Steps for Ongoing Testing

• Schedule regular SEO audits to assess your website’s health and performance.
• Take note of recommendations from tools like Google PageSpeed Insights and implement the necessary changes.
• Re-test your website after making adjustments to ensure the issues have been resolved and to track your improvements.

Pro Tip: Aim to conduct a full SEO audit at least once every quarter. This helps you stay ahead of any potential issues and keeps your website performing at its best.

Need Help Boosting Your Website’s Performance?

Book a call today with the expert marketing team at ProfileTree, and let us help you optimise your website for better rankings, increased traffic, and enhanced user experience.