“If we have really strong SEO, we don’t need Google Ads, right?”

Wrong!

Google Ads and SEO (Search Engine Optimization) are both essential components of a comprehensive digital marketing strategy for online businesses. Taking an either/or approach, in whichever direction, is going to leave a hole somewhere.

It is tempting for fledgling businesses with limited resources to put some initial budget into SEO and then hope this will have you covered. It is certainly a good starting point, SEO should be one of the cornerstones of your digital marketing strategy, but it is unrealistic to expect to scale and seriously take on your competitors with SEO alone.

Below are our top five points to consider if you’re wondering if you can scale on Google with only SEO.

1. Visibility

Google is the most widely used search engine in the world, and having a presence on it can significantly increase a business's visibility. Whilst SEO can get you to the top of organic search, ads can get you above that (the top 3 ads are usually sponsored). With a ‘mobile first’ head on (and since mobile has long since outstripped desktop for most e-comm verticals, this is where we need to be focusing), it’s also worth noting that shopping ads come up first on mobile devices.

Websites that appear at the top of organic search results are often perceived as more credible and trustworthy by users. Appearing at the top of search results through Google Ads can help instill trust in potential customers.

Whilst SEO can offer great value if it’s done right, you do need to be patient for results. Once ads are approved they can begin feeding out, whereas SEO needs longer to build momentum, meaning that offers, time sensitive promotions or new stock ranges will have little success climbing the SEO rankings.

2. Precise targeting options

Google Ads allow advertisers to target specific demographics, locations, interests, behaviours and devices, ensuring that their ads are seen by the most relevant audiences. This targeted advertising hits users preferences and needs in that moment, and therefore has a far higher chance of leading to better conversion rates and stronger returns. The targeting options in Google Ads help maximise the return on investment by ensuring that ads are shown to users likely to convert.

SEO targets specific keywords and audience segments, ensuring that the website appears in front of users actively searching for relevant information, but lacks the granularity, and therefore the efficiency, of ads.

3. Detailed performance tracking and reporting

Google Ads provide robust analytics and reporting tools that offer deep insights into the performance of your campaigns, including clicks, impressions, conversions, cost per acquisition (CPA), return on ad spend (ROAS), and many more. Unlike organic search, where measuring performance can be more challenging and indirect, the data that you’ll find in Google Ads is actionable and allows you to track the effectiveness of the ads in real time and optimise your campaigns for improved returns. 

4. Diversification of traffic sources

One key thing to understand is that advertising on Google is not just advertising on Google. Way beyond search ads on Google is the Google Display Network (GDN) which consists of more than 2 million websites, videos, and apps where your Google Ads can appear. 

As an example, as part of the Google Ads ecosystem, businsses can leverage YouTube advertising to reach a vast audience of users who consume video content. With over two billion monthly active users, YouTube offers extensive reach and engagement opportunities for advertisers. Whether through in-stream ads, video discovery ads, or bumper ads, businesses can showcase their products or services in a visually compelling format and drive brand awareness, consideration, and conversions among YouTube's diverse audience.

Relying solely on one source of traffic is risky. Google's algorithms can change, affecting your SEO rankings, and your competitors may also be vying for the top organic spots. By investing in Google Ads, you greatly diversify your traffic sources, reducing dependence on organic search and increasing resilience to fluctuations in search engine rankings.

5. New demand

Traditionally Google was the platform for customers with intent who were online searching for a product or service. Today Google Ads go much further and not only help capture existing demand but also generate new demand. Through strategic keyword targeting, compelling ad creatives, and engaging landing pages, businesses can stimulate interest and desire among potential customers who may not have been actively searching for their offerings. By appearing in relevant search results and display placements, Google Ads can introduce your brand to new audiences, drive awareness, and nurture prospects through the sales funnel.

In an ideal world your business’s digital growth strategy should include both SEO and Google Ads, particularly if your goals include finding new customers and scaling. By including Google Ads in your strategy, alongside strong SEO, you are better positioned to get in front of your audience, fend off the competition, and push up your conversions rates and your returns.

If you’d like to talk Google Ads with us, we’d love to hear from you. Book in a free 30 minute call here.