When it comes to targeting user intent, Google has the advantage over other digital platforms. Whether you are running ads or doing SEO, you must target Google if you want to grow your brands online.
But, how can be sure that you aren’t wasting time and money on Google marking?
Unless you have a large budget that covers both ads, SEO, Video content, and other advertisements, you’ll need to allocate your budget to one or two mediums.
This brings up one of the most commonly asked questions regarding Google Marketing: “should I invest in Google ads or SEO?”.
The short answer: both.
The long answer: It depends on your business’s needs and goals.
So, let’s look at the advantages and disadvantages of each so you have a better idea of what suits your business.
Which Platform is Best for Your Goals?
Instead of simply looking at the pros and cons of each platform, it’s helpful to keep your goals in front and then look at which platform helps you achieve them better. Here are some common things that you should look for in a digital marketing platform:
- Return on Investment
The first thing that you should consider when comparing Google ads and SEO is the return that you’ll get from each platform. After all, it’s one of the primary goals of any business, isn’t it?
When it comes to ROI, Google Ads gives you decent results. This often depends on your business model and the number of customers that are searching for your product or service. With Google Ads, the ROI is not fixed, but it can be forecasted.
Doing SEO on the other hand takes more initial investment. However, the results are equal in proportion. Once you are on the first page of Google against popular search terms, then your ROI will naturally increase.
However, your website design, quality of content, and keyword targeting all play a major role in determining the ROI of your SEO campaign.
Verdict: SEO is better in terms of ROI if you take long-term results into account.
- Time Benefit
Running a business is not all about profit. It’s also about how quickly you can make a profit. When it comes to time, Google Ads has the advantage. It usually takes 1 business day to review your ad, after which you’ll get results straight away.
With SEO, you’ll have to wait anywhere from 3-6 months before a competitive keyword starts appearing on the first page. Some campaigns can get you results in a month or two, especially if you are running local SEO. So, if you are doing SEO in UK, then try and target local areas.
Verdict: If you want fast results, then Google Ads is the better option.
It’s no secret that Google Ads requires a large budget, especially if you are targeting a competitive niche. The worst part of Google Ads is the effect that fake clicks have on your cost. Because you are paying per click, you are likely to encounter many clicks that you pay for but aren’t converted.
With SEO, on the other hand, you don’t pay for each click on your website. Once you rank on the first page, even irrelevant clicks will help boost your page’s ranking, giving your website more authority. Initially, you’ll have to invest the same in SEO as you would in an Ad campaign, but the long-term costs are much lower.
Verdict: SEO is much cheaper in the long run.
- Brand Growth
If growing your brand is your priority, then you’ll have to choose wisely between Google Ads and SEO. On the one hand, Google ads will get your brand in front of customers immediately, but once you stop paying, the growth will be reversed.
SEO is great for brand growth, not because it gets you positive traffic in the long run but because it showcases your brand as authoritative.
By providing valuable content to customers instead of simply selling them your products, you’ll develop better customer loyalty with SEO.
Verdict: If you favor short-term profits, then go for Google Ads. If long-term growth is a priority, then having a good SEO strategy is essential.
So, keeping in mind that your business needs to stay profitable in the short term and also needs long-term brand growth, you should invest in both SEO and Google Ads.