In today’s world, so many business activities are conducted online. For this reason, having a strong online presence is crucial to attracting customers. Working with a digital marketing agency can expand your audience, increase sales and build brand recognition with expert SEO services in Brisbane.
While you can explore many different digital marketing activities, two of the most popular are Google Ads and SEO. Both are effective, but which is better for your business? We’ll discuss both in more detail so you can make an informed decision as to which is best for you.
Understanding Google Ads
Google Ads is a form of paid advertising that allows companies to put their ads on Google’s search results pages (SERPs). As Google users, we’ve all seen that the first results you see are paid advertisements, and that’s exactly what Google Ads are.
It works on a bidding system, where advertisers essentially bid a certain amount for their ads to appear on specific keyword searches. Google Ads is excellent for getting immediate results, targeting your advertising more carefully, and having a clear and measurable ROI.
Its drawbacks are the high cost of advertising, the amount of competition for ad spots, and the fact that it really only offers short-term results.
Exploring SEO services in Brisbane
SEO is the process of optimising your website to rank higher on Google for certain keyword searches. Unlike bidding for ad space, SEO focuses on ranking well for organic searches (the first results that appear after the ads on SERPs).
There are many benefits to working with a trusted SEO agency in Brisbane, primarily the fact that SEO offers long-term results. SEO is also free, however, you’ll likely need to pay a trusted SEO agency in Brisbane for maximum impact. You can also optimise your SEO strategy for local searches, enhancing your opportunity to win local business.
SEO isn’t without its drawbacks, though, because it is very time-intensive and ongoing effort is required to maintain your SERP rankings. Basically, results are delayed, meaning it’s not always easy for businesses to see value for their efforts.
Ultimately, ranking well on Google and driving more organic traffic to your website is crucial for modern businesses, and SEO is a cost-effective way to achieve this over a long period of time.
Keyword research and strategy
In both forms of marketing, keyword research is essential. This is where you try to discover the keywords your target audience is most likely to search for. There is competition on Google for ad spots and organic search positions, meaning you also need to determine which keywords you can rank for cost-effectively.
Google Ads for broad search terms will cost more because there’s more competition for them. The same applies to SEO, because more people are trying to rank for certain keywords. So, look for relevant keywords, and be more specific if necessary. For example, you may not outrank large supermarket chains for keywords such as ‘groceries’, but you may be able to rank for a keyword such as ‘gourmet groceries in Brisbane’ as there is less competition. Local businesses should always incorporate geographic keywords in Google Ads and SEO efforts, as they target potential customers already in your area.
A simple way to determine your Return on Investment (ROI) is to use a formula such as this:
ROI = (Revenue – cost of goods sold) / cost of advertising x 100.
In plain English, though, you need to determine the profits gained from your Google Ads and divide it by the cost of your ads. For example, you sell a product that gives you $100 profit for each sale. If your Google ads generate 8 sales, that’s $800 profit. If those ads cost you $200, your equation is:
$800 profit / $200 ads x 100 = 400%
Determining ROI for SEO efforts is a little more difficult because the results are long-lasting. The effects of SEO campaigns take longer to materialise, so it’s difficult to get the instant profit and expense figures required for the simple equation above.
The best idea is for businesses to include tracking tools on their website to gain more insights. This allows you to clearly identify your SEO efforts’ financial benefits.
Making an informed choice
So, which form of digital marketing is better for your business? The answer really depends on your goals.
If you want a fast injection of customers and website visitors, Google Ads is a great option with a solid ROI. However, SEO marketing in Brisbane is the better choice if you want to build your website’s domain authority and rank more easily for organic searches over multiple years.
Many companies use both methods in tandem. So, you might use Google Ads to promote your current deals and specials while hiring a small business SEO company to gradually build your organic traffic. If you’re unsure, seek advice from SEO Brisbane experts to guide your marketing efforts for maximum impact.