Google Ads vs SEO — where spending meets investment

Your guide by Icarus Media Digital

What are Google Ads?

Google Ads are also known as pay-per-click (PPC) ads. This service enables businesses to bid for their adverts to appear when users search for specific keywords on Google search. The business can select for their advert to appear to a particular demographic and interest group that is searching for the term, enabling high levels of targeting.

The advantages of Google Ads

Google Ads enable businesses to be visible to their ideal clients when they are making specific purchase decisions. This hyper-targeting can be very cost-effective compared to more general advertising methods such as radio, billboards and TV advertising. Your business can be visible from the moment your ad is ready to go, which is a huge benefit for new businesses that are yet to build a reputation.

The disadvantages of Google Ads

Google Ads do not improve the rankings of the businesses’ online content in search engines. Businesses that rely on ads for traffic and sales become invisible if they stop investing in advertising.

Search Engine Optimisation (SEO)

SEO is the process of writing and formatting your online content, such as blogs and website pages, in a specific way so that it ranks more highly for particular search terms in the various search engines such as Google, Bing and Yahoo.

The advantages of SEO

SEO helps to build the online reputation of your business. Once you have commissioned or created great content, it will continue to rank and bring traffic and sales for years to come; you may want to review it now and again to ensure it meets the latest best practices and outranks the competition. Unlike Google Ads, there is no cost to your business when a prospect clicks an organically ranking link to your content from the search engines.

The disadvantages of SEO

The process of ranking organically through SEO tends to take a lot longer to see results than with Google Ads. SEO requires upfront investment in keyword research and writing quality content, often in the form of relatively long articles.

Synergies between Google Ads and SEO

This article shows that Google Ads are a powerful way to generate sales and leads quickly, while SEO builds your online reputation and brand awareness over time.

Making strategic decisions about your marketing budget

It’s common to have doubts about the best strategic use of your marketing budget, whether to focus on ads for a more immediate impact and revenue, take a longer-term approach with SEO, or take a hybrid approach. Then, as the business grows and develops a more established brand presence, it pays to review the approach.

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Icarus Media Digital

At Icarus Media Digital, we create new ventures from the seed of a new idea, right through to its launch and scaling a new, successful business.