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Google Ads VS SEO – Which is better for your business?

Google Ads vs SEO: Which is better for your business?

As a business owner, before you can make the right choice between Google Ads vs SEO, it is quite paramount to know and understand what each entails. Basically, both are part of Search Engine Marketing (SEM), and both can produce results.

Both components, PPC and SEO, are quite vital when cooking up a digital marketing strategy for your business. In all, the end result remains the same with both Google Ads and SEO, increasing your business’ bottomline; traffic, leads, sales, and profit. But the question remains, which is better for your business?

In this article, you would learn all about these two search engine marketing strategies, PPC vs SEO. In the end, you should be able to make the right choice for your business.

So, let’s dive right in.

What is PPC?

Pay-per-click, commonly known as PPC, is a model of online advertising and marketing in which you only pay when visitors click on the ad. When a user searches for a specific keyword on Google, your ad is shown in the sponsored results section. And when the user clicks on the ad, you’ll get charged the designated amount.

This marketing method is most times preferred by businesses because there would be no need for payment when no action has been carried out by users on the ad. Again, this is a strong reason why many businesses prefer Google Ads to social media marketing platforms that do not use PPC.

Running an ad campaign on Google isn’t automatically going to produce the results you want. There are several factors that come into play to determine how successful your ad would run. So, it’s not just about creating a budget to run a PPC campaign for your business, it’s also about mastering how you can make the ads work best for your business.

 

 

What is SEO?

Search Engine Optimization, commonly known as SEO, can be defined as the act of adding content on one’s website which makes it more visible. This also increases its relevance when users search for related items on search engines.

How would your site be chosen out of more than 21 million pages that the user’s preferred search engine has indexed on the keyword the user has searched for? It’s by making your site SEO friendly. The aim here is to make search engines put up your websites as a top result when relevant searches are made on Google.

Implementing an appropriate SEO strategy could also increase your search engine monetization. As a business owner with a website online, It is quite necessary for you to understand what SEO is in order to drive your rankings higher. Increasing your site visibility whether on-page or off-page remains the long-term goal of SEO, and it’s a proven and effective strategy to make your business page an authority in your field.

While making use of SEO, a resourceful business owner has to monitor the upcoming trends such as optimizing voice search, and also having content that has been created with the user in mind, better put as buyer-centric. Other trends include offering an easy-to-use and pleasuring user experience which helps to reduce bounce rate, and a host of other strategies.

PPC vs SEO: Differences between Google Ads and SEO

Depending on your business size and your digital marketing budget, the answer to the debate of SEO vs PPC varies from business to business. But like we’ve highlighted in the introduction, both strategies work, it all boils down to what you want to achieve for your business at the moment.

What differentiates the two marketing strategies? We have highlighted some measures to be considered below:

1. Target Audience

While using the PPC advertising model, the business owner could easily manage the preferred type of people on the website and web pages. You can easily control the sort and particular range of users to be led to the website and web pages. Here, you can narrow the reach of your ads to a particular set of people, using different types of data, such as geography, education, etc.

However, using SEO avails one to a wide range of audiences and free traffic. Not one specific group of people are usually targeted to generate traffic for the SEO, which means that all and sundry would be exposed to one’s website and web pages once it has been fully optimized.

2.  Cost Attached

The cost to be incurred using these marketing strategies usually differ in the long run. This would also depend on the size of the business or the product the marketing strategy is being used for.

SEO is basically free in the direct sense. You don’t have to pay Google to have your site ranking on the Search Engine Result Pages (SERP). But in the implied sense, you might have to incur business costs in building your website, for curating SEO-friendly content, and to manage your web pages in general. But all of these are also needed for a successful PPC campaign.

3. Conversion Time

The time that would be accumulated before conversion is also another measure considered between google ads vs SEO. For one to generate results from SEO, it could take a long while.

It could take weeks, months or even years for one to be able to convert enough users through SEO. Even after optimizing the websites and webpages to increase ranking by the search engine algorithms, you have to compete against other businesses. And it takes a while for you to build enough materials on your website before you can reach the status of an authority site.

With PPC, however, you only need to pay for the ads. Once they have been set up, you can calculate how many clicks per each ad run and how much conversion has been made from those clicks. Maybe we should also mention that once you stop paying for the ads, there is no conversion that can be made. So, it’s not only pay per click, it’s also pay for results.

4. How They Work

Google ads is Google’s PPC solution that allows businesses to place bids on when their ads would be shown on both Google search platform and relevant websites in the Google Display Network, when people explore or look out for some particular keywords which might be particularly or related to what you offer. SEO simply implies adding relevant content on one’s website to ensure it shows up more often on Google SERPs.

Is Google Ads or SEO better for your business?

Now that we can properly compare and contrast the google ads and SEO, how then do business owners know if google ads or SEO would be better for the business? How do we make the right choice between the two components? Would it be better to combine both google ads and SEO to drive conversion?

You cannot fully ascertain whether google ads or SEO is the best online marketing. Both models duly drive traffic to the websites but that doesn’t still imply that usage of one or both of these search engine marketing models would be better. It would only be more efficient to determine which could generate more profit for your business depending on the situations.

Here are some tips to be considered below to make one choose the right measure and properly strategise for one’s business growth:

  • Digital Marketing Budget

As a business owner who wants to succeed in online marketing, you have to devote resources to making your business thrive online. While many businesses might be used to traditional marketing or at least paying for influencer marketing, what you also need to consider is creating a solid digital marketing budget that covers your search engine marketing needs.

From your marketing budget, you have to heimark appropriate amounts to cover your Google Ads campaign and to also manage your SEO strategies. For example, Dropbox’s usage of Google Ads in 2009 which resulted in them spending higher than their product cost. Their product was only $99 and yet, they were spending a cost-per-acquisition (CPA) between $233 to $388.

  • Type of product or content being promoted

Are you selling a product or service which has been freshly introduced into the market, mostly one that is an innovative disruption such as AirBnb, Uber, etc? If so, it would be wiser and more appropriate to make use of PPC.

This is due to the fact that driving organic traffic would be possible when you increase focus on keywords that people are already searching for. It is highly possible that most people have not heard about your product or content, a disruptive innovation, earlier on, so they wouldn’t necessarily be searching for it and it might not come up as top ranked by the search algorithms.

Using PPC would help to build digital awareness and recognition for one’s product or service.

  • Time for measuring results

The amount of time one is willing to wait for or how much time should be spent before the conversion is being measured could also determine one’s choice between Google ads and SEO.

If you require generation of fast results, you would need to make use of PPC, since the traffic is being driven directly to one’s business. This also comes into cognizance when you are promoting one-time offers on the websites to users, or when a product is being newly launched and you want to ensure rapid conversion after its launch.

However, if you are looking to sell the website some time in the future, you might not necessarily need to make use of PPC.  This is due to the fact that it would just keep on accumulating cost per every conversion. You would only need to make sure that you are ranked in the top searches for some specific keywords  and you wouldn’t need to constantly check or manage the website.

Your rankings increase over time, provided you are still in the top searches and it could later stay put. You could then make the right choice between SEO and PPC, depending on the period to be attached for each marketing strategy, whether in the long run or short run.

Wrap up

We hope you have been able to fully understand through this post what Google Ads and SEO mean for your business. And with recurrent terms such as PPC, SERP, and Ad Campaigns; all of these work together to better your business’ search engine marketing tactics.

So, depending on your type of business, you can now comfortably know which strategy to prioritize. And like we’ve mentioned, you don’t have to forgo one for the other. Both are beneficial for businesses, and both have their best use. Google Ads for fast and targeted results, while SEO is for extended results.

Need help with creating a working search engine marketing strategy for your business?

At Klutch Growth, we specialise in helping businesses convert site visitors into leads. Contact us today at 514-944-9961 or info@klutchgrowth.com to spiral a journey of immense growth for your business.

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Google Ads Landing Page Best Practices

Google Ads Landing Page Best Practices

Before we go on to sharing a couple of landing page best practices for running Google Ads, it would be fair to know what landing pages are and what benefits your business would enjoy from using them.

You have shared an amazing marketing call-to-action but how do you actually ensure that people are enthralled by it and want to know more? In order to generate massive conversion rates and ensure the most probable minimum of cost-per-acquisition, what you need is a magnetic landing page.

What is a landing page? And what does it do for Google Ads?

A landing page is the page that visitors land on, once they have clicked your ad from Google SERP. It acts as a follow up on the call-to-action and ensures the visitors do not just stay as that, they have now become leads for your business.

Knowing the importance of the landing pages for your business, it would only be wise of a business owner to make sure these landing pages are properly set up. Hence, the importance of following the best practices for landing pages we would be sharing in this blog post.

Best practices for Google Ads landing pages

We have highlighted the following to enable you meet your growth targets and convert lots of visitors into recurrent leads:

1.     Enlighten the customers about the benefits

A customer searching about a product would like to know the features by the side but that is not necessarily the main reason why that customer is on your landing page. The customer would like to know the comfort he/she would derive from patronizing you. What are the boons you are offering? How do you intend to give him/her the best user experience? How would your product updates or features enrich the customer’s life?

Alongside, you can add verifiable social proof. Even after highlighting the benefits you are offering, you can go further to convince the customer by sharing reviews and testimonials of past users. You can further personalize these by sharing names, faces showing satisfaction from your previous clients.

2.     Match your messages with the ads

When a visitor clicks on your ad from Google search pages and arrives at your landing page but sees a different image and message from what you shared in the ad. The next likely step that the user would take would be to abandon your site. They likely won’t bother with looking further for more details.

To ensure your landing page is worth a visitor’s time, make sure it is consistent. Don’t insert a different message in your ad and then completely switch it up when they finally arrive on your landing page. Be consistent and you could also insert some of the words used in your ad, similar color schemes, same logos, etc.

3.     Continuously test and update your Ad landing page

You have to repeatedly test your landing pages and make sure the action required is the actual one being carried out. Test your Call-to-action to verify that it fully generates positive responses from visitors and convert them to leads. A/B testing is one method that you could make use of in testing your landing page. It helps you identify the best performing version of your landing page.

Use the A/B testing to test two landing pages against each other, keep refining until you arrive at the best result. You have to keep analyzing the data you have generated to know the best approach to use on your landing page.

4.     Make use of visuals that buttress your message

Don’t just add visuals in every image because you feel they would drive attention to your site. The questions you should be asking are: “Would a prospective customer be able to learn anything about my product through this visual?”, “Would this visual make the customer feel like trusting my business?”, “Does this visual speak to the customer?”, “Would this visual convert a visitor into a lead for my business?”

It is quite necessary to make use of visuals that would further fortify your content. There are several types of visuals that you could use to pass along your message but you have to make sure you are choosing the best types that would suit your content, turning leads into conversions. You could try out the different types before deciding on the best type to use and what more, you could choose more than one, if they are worthy and adding value to your content.

5.     Segment your landing pages

Do you run the same ads for different sets of your customers? Do you offer the same offers, for different customer personas? The answer to the above two questions is No, right? This also means you shouldn’t use the same landing page for distinct audience sets.

Avoid creating one landing page to suit the needs of all your audience. There are varieties of visitors on your site and their reactions to your content would definitely differ from each other. It is vital that you create one landing page to suit the needs of each specific audience. 

This also works along with you making sure that each landing page impels the customer to carry out one action only. Don’t divide their attention by using a landing page to prompt them into performing more than one action. This could lead to them not completing the actual action they came to their landing page for. Make sure you are not being too generic and give them the best user experience.

6.     Ensure your landing page doesn’t take forever to load

One of the most essential landing pages best practices is making sure your landing page is speedy. What are the chances that your customer gets to see the benefits of your products, your valuable visuals, your great copy if the site is being too slow? Yes, you guessed right. It is of no usage if the site takes forever to load.

No customer would want to remain on the site if it takes more than five seconds to load. Even if you are offering the best value out there that the customer could get at an affordable cost, such customer would not be willing to keep waiting on your site to load and would rather visit other competitor sites. Don’t fall in the habit of adding irrelevant elements to your landing page, as they could weigh your site down.

How to create a landing page for Google Ads

You would be paying a lot of money for your google ads but that payment is not the issue. How exactly do you ensure that the payment actually turns into conversion for you? Google ads landing pages serve as a high chance of creating conversions, therefore they must be relevant and compelling enough to convince visitors.

How do you then go about creating a landing page for Google Ads that generates conversions? You don’t need to look far, we have highlighted some measures to ensure conversions below:

Tip #1 – Plan your online marketing campaign

Don’t just jump in the fray without having a plan set up to facilitate conversions. Having a clear direction and a goal in mind for what you want your landing page to achieve would help facilitate conversions. You have to ensure your marketing campaign matches your goals.

What are the benefits they stand to gain from using your product? Identify your target market and focus your attention on them. This would also guide you in knowing the right use of words and Ads to propel their conversion. What dynamic keyword would you use to allow for a higher quality score? What would be your KPI for measuring your results?

You have to ensure you are quite sure of all the items detailed above to allow for an effective marketing campaign. This would help you along the line to create an optimized google ads landing page.

Tip #2 – Make sure your landing pages are lean and specific

Avoid being generic in your landing pages. You are creating the landing page for a specific Google ad, make sure it is gyrating towards that purpose. A customer should click on the landing page and be immediately captured by the purpose of his/her visit.

Don’t redirect your leads to other pages or other products, in order to not lose their attention or interest in your page. Keep the landing page simple and ensure there are no distractions dispelling their attention. You don’t need to add too many details because you think they may drive better results. They would likely do the opposite instead and bore the customer out.

Tip #3 – Be clear about your Call-to-action

Use a call-to-action that would enthrall the visitor and convert them into leads for your product/ service. Your call-to-action button should communicate in a few words what you are offering the user, which would in turn, motivate them to become leads to your business. You don’t need to be too verbose when calling your customers to perform a particular action.

Tip #4 – Be transparent about the value you are offering them

An effective google ads landing page would clearly communicate to the user the benefits to be derived from using the product. This doesn’t imply stating the product’s features alone but the user has to be informed on what value you are offering them if they patronize you.

While giving a brief summary of what the product or service entails, ensure you are not being too tedious in the so-called summary. What matters to the customer is that he/she gets to see how one could benefit from using your service/product and that should be the main focus of your communication.

Google Ads Landing Page Requirements

It is highly efficient to follow the google ads landing page requirements so as to ensure that people do not just visit your site and leave without being converted. The following requirements need to be followed to the letter in order to ensure your landing page is not disapproved or render your Google ads incompetent.

●       Clear showcase of your product/ service you offer

Ensure that the landing page that you are submitting contains all the key details about your product, contained in the product data. These elements include title, description, image, price, currency, availability and a button instigating a buy action. You must also ensure that the product in your product data is the single most prominent one.

Don’t make the mistake of using category pages or search pages, it could cause your landing page getting flagged and your Google ads not showing up as expected. Avoid using layouts for your landing pages that would not clearly show the key elements and also show the product prices in a vivid manner.

●       Ensure your pages are working correctly

Use a landing page and avoid linking the ad to an image, an audio file, an email, a video, document or PDF. Make sure your landing page is live and that it isn’t still being constructed or displaying the common errors like the 404 error.

Make sure your landing page is mobile responsive and it works properly for all mobile devices it could be viewed on. Set the back option to redirect visitors to the previous page they clicked your Google ad. You should also make certain that you are not redirecting people to another website outside your domain. This could be a huge turn-off and cause visitors not being turned into leads for your product/ service.

●       Provide a consistent user experience

Ensuring that you are providing a consistent and enjoyable user experience is a quite necessary google ad landing page requirement. You have to ensure that the features and the content on your landing page remains the same, no matter the visitor’s present location. This however only applies to visitors coming to your site from shopping ads and not from other traffic sources.

Make certain that you are using the same language as your product data. It would be advisable to use the same language as your country and display the product on your website in a language that matches what was submitted in your product data. You have to show the price in the same currency as that of the product data, and even though you want to support a specific currency on your landing page, you could use currency conversion to allow Google to do an automatic conversion.

Unless regional availability and pricing has been made available in your country, your price has to be the exact same all over the country’s regions, while also ensuring that you are complying with local regulations for all pricing and other information you have submitted and are currently displaying.

Your product availability has to match your product data, your product shouldn’t be showing as available on the product data’s availability attribute and then displaying as out of stock on your landing page. In the same vein, your product condition has to match your product data.

Wrap up

We hope you have been able to learn from the above tips shared for creating working landing pages for Google Ad campaigns. Before you go, let’s tell you about us.

At Klutch Growth, we specialize in helping businesses convert site visitors into leads. Contact us today at 514-944-9961 or info@klutchgrowth.com to spiral a journey of immense growth for your business.

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Why You Should Use Google Ads

Why You Should Use Google Ads

A lot of businesses are constantly caught between which services to use when trying to promote an offer. And because most people are more familiar with social media, they are left wondering, “Why should I use Google Ads?”

That’s why we are writing this, to show you enough reasons why you should use Google Ads.

Why Google Ads?

As a business owner, one of your main worries is how to constantly get new leads that would eventually turn into conversions and maybe repeat customers. And the best way to do this is by advertising.

There are numerous ways that a business can advertise today. The world has shifted from the days of hard-copy promoting like with advertising gurus such as David Ogilvy. And if these men could make do with print media and make businesses boom, even with the limited reach, then you can do much more with the internet.

One of the major dilemmas that plague business owners is finding the right platform to promote their business.

The fact is that many advertising platforms would yield significant results for a business provided you use them properly. But, the problem is that some of these platforms are difficult to navigate and optimize; some are less flexible, while some are just too costly.

What if I told you there’s a platform that helps small businesses and big brands optimize their advertising at a minimum spend? Would you be willing to try it out? Why not, right?

Let’s talk about Google’s advertising platform, Google Ads.

What is Google Ads?

Google Ads is the marketing platform of the world’s largest search engine, Google, which runs on a pay-per-click (PPC) basis and helps businesses show in search rankings.

Unlike most other online advertising platforms, the PPC model allows you to only pay for people’s actions that interact with your business. If your campaign is for people to see your brand, you’ll only pay when your ad pops up for someone that might be interested in your product or services.

You can also choose to pay for people to visit your website or for people to sign up to an email list.

7 Reasons Why You Should Use Google Ads

There are several benefits of Google Ads that a business can harness from the advertising platform. But first, you need to convincingly dig into answers to this fundamental question “How does Google Ads work?” Our approach to answering this query is to show in detail, reasons why Google Ads is right for you.

Let’s dive right in:

1. Huge traffic source

The number one reason why you should use Google Ads is because of its massive traffic source.

It shouldn’t surprise you that Google is the largest search engine in the world. I mean, the word has gone beyond just a brand name; it has become a part of today’s grammar.

If you have any question about anything or even a person, most likely, your first instinct is to “google it.” That’s how much the platform has ingrained into our daily lives.

Google sorts a whopping 2+ trillion every year, which is increasing rapidly per year. If you do the math, that’s about 5 billion search queries per day.

What does this mean for your business?

Indeed, within this vast number, people are looking for the product or services you render as a business.

You might also want to ask, what’s the difference between google’s traffic and the one from large social media platforms? Apart from the sheer number of Google users, traffic directed towards businesses through Google Ads have more intent.

Google’s search engine algorithm ensures that your business is shown only to people with similar queries. So, in a way, we can say your prospects would be looking for you instead of chasing after prospects using other forms of digital advertising.

2. Better SERP results

Imagine your business page showing as the number one result for the main keyword in your niche. How big would that be for you?

A study of the first page SERP of google showed that one-third of clicks go to the number one result. With such a massive chunk of searches gone, pages on the second or third SERP get very little visibility and engagement.

However, if you can position your business on the first page results, you’ll be automatically taking a chunk of the clicks and impressions of high-ranking websites. This is the edge Google Ads gives to business pages.

3. Increased lead generation and conversions

Lead generation is hinged on the reach of your ad and how persuasive the content is. Google Ads ensures that you sort both factors.

Google Ads is designed to help each business create an ad that stands out and is different from other ads in specific ways. For each ad, you’ll be required to provide three unique selling points for your ad copy.

And to go along with that, you’ll need an effective post-click landing page. The Ads platform vets each landing page to ensure it’s responsive before launching a campaign.

This way, you get more results from your ads; the persuasive and unique ad copy boosts lead generation. And a well-optimized landing page ensures a reasonable conversion rate.

4. Faster results than organic ranking

Another significant benefit of Google Ads is that the results are faster. While you might not get the results you desire immediately when you launch an ad, you can optimize your ads to give the best result with a series of tests running.

As opposed to organic ranking using search engine optimization, which can take months for you to get considerable results. To rank well on Google, you need to write a lot of well-tailored content using SEO techniques that change now and then. Then, you also have to garner a good number of backlinks for your pages.

Google Ads allows you to skip all of these time-constrained processes.

5. Measurable marketing

Google Ads provides you with working information on your ad performance on the go. This is vital for the success of any advertising campaign. Keeping track of what was done and how much was spent to get specific results is the first step to getting the best results.

Basic metrics such as clicks, impressions, keyword budgets, etc., can be easily obtained on the Ad page. And if you need advanced metrics to better monitor site visitor’s behavior, you can use Google Analytics.

In all, Google Ads would make your marketing campaign a calculated effort rather than guesswork.

6. Improved ROI

If you’re like most business owners or ad managers, you would know that actual results like purchases or sign-ups are more valuable than a bag of tips and tricks to game advertising. In other words, what matters the most is your return on investment.

Feasible improvement in ROI for your ads is another reason why Google Ads is right for you. With the PPC model, the amount spent on ads is directly spent on people who showed interest in your campaign. Not forgetting that Google users also have more intent because they deliberately searched for something your business offers.

Every click you pay for on your ad is much further along your sales process. With the right offer on the post-click landing page, you would get a higher ROI than the ad budget spent on promoting content people might not click on social media platforms.

In addition, to get the best ROI on your ad budget, you can run multiple ads for a start and monitor to see which performs best. Then, you focus your ad spend on the best-performing ad.

7. Flexible marketing

One of the most interesting points on how Google Ads works is that the platform offers flexible marketing.

How so? Check this out:

With Google Ads, you can create a marketing campaign around your budget. It doesn’t matter if you’ve got millions of dollars ready to spend or just capped at a few hundred dollars; you can make it work for you.

You can target long-tail keywords that are less competitive and even position you for “more aware” customers. You also get to set stops like monthly ad spends, maximum bid, daily budget, daily limits, and more to guide your ad campaign.

Google Ads also allows you to start or stop a running campaign on the go. You get to dedicate your resources where you want them to go. You can use CPC bidding if you’re going to drive traffic to your site, use CPM bidding to get more impressions and create brand awareness, or use CPA bidding for ads targeted at action takers.

Final Verdict

There are still more reasons to mention why you should use Google Ads, but these should suffice. Beyond just getting on the Google Ads platform and running just an ad campaign, you should focus more on optimizing your ads for the best result.

Quite frankly, the best results often require the insights of an expert. And even more, it would save you time and money, which you’d have to spend on trials and errors.

At Klutch Growth, we can help your business get the best marketing experience using Google Ads. Visit our page now to book a session and get started.