Google Ads vs. SEO: A Guide

Google Ads and SEO are similar, as they’re both strategies intended to drive traffic from Google by targeting users based on their search queries. Given both reach users at the moment of search intent, they can be very profitable. This can cause even the most experienced marketers to wonder whether they should invest in Google Ads or SEO. 

As a digital marketer with nearly 20 years experience, this is a common question I receive. Both strategies can be highly profitable but aren’t meant for every company. I’m going to break down who should invest in Google Ads, SEO or both. Let’s get into it!

Google Ads vs. SEO: What’s the Difference?

While Google Ads and SEO can drive traffic and eventually revenue to your organization, there are some significant differences. Google Ads is a way to advertise on Google with sponsored listings, targeting specific keywords to drive traffic to your website. SEO is the process of increasing a website’s ranking on Google, and other search engines, through technical updates, content creation and digital PR. 

Let’s take a look at each one more specifically:

Google Ads 

Through Google Ads, a marketer drives traffic from Google by targeting specific keywords to display their ads. 

With Google Ads, you can immediately be present on targeted searches.  However, you need to pay for each click driven from Google Ads. Google runs an auction and the advertiser will pay per click. The amount paid per click is based on competitiveness and how high you want to rank for a specific keyword. 

Over time, marketers will find the right keyword, ad, landing page, and bidding combination that’s profitable. With Google, there is a lot of traffic to monetize and this strategy can scale.

Google SEO

SEO encompasses a few different strategies to increase your website’s ranking on Google, including: 

1. Technical SEO: Updating the site with proper headers, alt text, meta descriptions, internal linking, website layout and url structure, etc.
2. Content: Content is the core of SEO. Creating valuable, unique content, answering questions users are typing into Google. If users engage with the content well, Google will reward with higher rankings.
3. Digital PR: Building brand presence for your site by getting mentions on other websites, earning online reviews, and building a social presence.    

Unlike Google Ads, you don’t pay per click. The traffic is earned by providing a quality experience that addresses the search.

While most marketers would prefer free traffic over paid traffic with Google Ads, SEO takes a lot of time and resources to earn Google’s trust. You pay for the time and resources to eventually rank versus paying for every click with Google Ads. 

Now that we’ve examined the difference between both search strategies, let’s jump into who should invest in each strategy.

More on MarketingStartups, Play the Long Game With SEO

When to Invest in Google Ads

Google Ads is a great option in that it allows you to flip a switch and start driving qualified traffic to your website. However, only invest in Google Ads if the following are true:

• You’re looking for immediate traffic and conversions. Specifically, if a company is looking for leads/customers in the next one-to-three months, Google Ads is the way to go because it can quickly ramp up traffic.
• Your website is proven to convert visitors into leads or customers. This is a big one, as advertising will give more of what the site is already experiencing. If the site provides leads/purchases at a decent conversion rate, sending more traffic will drive more leads. However, if the site has an extremely low conversion rate and rarely converts, sending more traffic to it won’t fix that. If this is the case, it’s best to revisit the website messaging, offer and layout, etc. 
• You have dedicated resources to manage Google Ads, whether that’s an agency or hiring an expert internally. Google Ads can work very well, but you need to know what you’re doing. If you’re a novice and try to DIY the account, even with Google’s support, you will waste a lot of money. I can’t emphasize this enough, as I see it all of the time.  Google Ads is a very complex platform and is highly competitive. You need to have someone who will manage and optimize in order to drive the most effective return. 

When to Invest in SEO

SEO is also great. In my opinion, it’s one of the most profitable marketing strategies in driving new customers long term, but only invest in SEO if the following are true:

• You have a proven business and expect to be in business for the next two-plus years. I say this because SEO takes a long time to generate decent traffic. Investing in SEO will yield returns and organic increases month over month, but to have any serious payout, it will take one or two years to see significant gains. If you continue to invest in SEO, it will be one of the most profitable marketing strategies. For example, if you own a startup and aren’t sure if you will be in business beyond two years, I would focus on Google Ads, as you may not have the luxury of waiting several quarters to start driving meaningful traffic. 
• Your website converts traffic. If that’s true, you want to drive more traffic, which SEO can be a good long-term play for. 
• You have the budget to hire an internal specialist for SEO or hire an SEO firm. SEO takes a lot of time and resources to create valuable content that ranks, optimize the site from a technical perspective, and build brand equity. 

More on MarketingWhat Do Google’s Antitrust Lawsuits Mean for Your SEO Strategy?

When To Invest in Both Google Ads and SEO

1. You want to ramp up traffic both short term (i.e. Google Ads) and long term (i.e. SEO).
2. You want to diversify your traffic sources. Google Ads is great, but it can get expensive and several new competitors entering the auctions can dramatically increase the cost per click (CPC). Similarly, SEO is great, but more competition can make it harder to rank. With this in mind, it’s often smarter to diversify your traffic sources. 
3. Your website converts traffic, and driving more traffic will drive more leads and customers. 

Ultimately, most mature businesses invest in both strategies, as both can be very profitable. Whether you choose one or both strategies, make sure you:

• Seriously invest in the channel. Both channels require time and attention to make it work. Don’t give up early. When you invest, commit to the channel for months to start to see improvement.
• Invest in talent to drive performance. A novice will severely limit the channel’s potential. Invest in solid resources who have a track record of managing either channel.