First of all what is difference between seo and paid advertising lets understand that.
What is SEO?
SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. SEO focuses on improving the rankings in the organic – aka non paid – search results. If you have a website and you want to get more traffic, it should be part of your marketing efforts.
Google’s algorithm
The rankings of these search results are determined by Google’s algorithm. Although Google’s algorithm remains secret, years of experience in SEO have resulted in a pretty good idea about the important ranking factors. In our view, the factors in Google’s algorithm can be divided into two categories:
On-page SEO factors
The ranking of your website is partly decided by on-page factors. On-page SEO factors are all those things you can influence from within your actual website. These factors include technical aspects (e.g. the quality of your code and site speed) and content-related aspects, like the structure of your website or the quality of the copy on your website. These are all crucial on-page SEO factors.
Off-page SEO factors
In addition to on-page SEO factors, there are off-page SEO factors. These factors include links from other websites, social media attention, and other marketing activities outside your own website. These off-page SEO factors can be rather difficult to influence. The most important of these off-page factors is the number and quality of links pointing towards your site. The more quality, relevant sites that link to your website, the higher your position in Google will be.
Paid Advertising
Paid advertising advertising that you have to pay for, versus owned & advertising.
Paid advertising, marketers pay the owner of ad space in exchange for use of that space. The price paid for the ad space is often settled through a bidding process between marketers and the ad space.
What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
Benefits of paid advertising
1. Organic reach on social media is down. Paid gives you fast results.
According to HubSpot (2019), studies indicates that Facebook users are now only seeing 2% of organic pages they follow on their feed. Typically, organic content on social media is used for branding or creating brand awareness.
With paid advertising, you are guaranteed reach and can utilise your content to elevate your brand with specific targeting and obtain more qualified leads. If your website is not ranking on the first page of Google results for a search query, then paid advertising enables you to place ads for keywords and bring in high quality traffic to your website without the work and time investment search engine optimisation involves.
2. Ads are very affordable and measurable
When you are running paid advertising campaigns, you are able to reach a very broad and large audience. Costs related to paid advertising are dependent on the objective or type of ad you are running. For example, if your objective is website traffic then you will incur a cost-per-click (CPC), or if your aim is brand awareness you will incur a CPM (Cost Per 1,000 Impressions).
Ads can be created in mere minutes and there are many tools that help you to create the necessary images at a very little or no cost at all. You can also keep track of the money you have spent on all paid ad platforms from Google, to Twitter, Facebook and LinkedIn advertising. You can set daily budgets and total budgets for campaigns so that you never over-spend.
3. Specific and granular targeting are available
Paid targeting can be very specific and allows you to reach relevant visitors who are interested in your brand and fit the demographics of your sales personas. Take a look at your analytics across all your digital platforms and analyse your audience to identify common factors such as keywords, locations, demographics, job titles, interests and common topics. You can use all of this information to refine your paid campaign targeting and net in more qualified leads, and thus increase conversions.
Once a visitor has browsed your website or clicked through an ad, you can run a retargeting campaign to continuously engage prospects who have shown an interest in your product or service. By doing so, you are constantly in the back of the mind of your potential customers.
4. Broadcast your message across multiple platforms
There is a plethora of platforms to broadcast your brand and unique messaging across. You can make use of display banners on the Google Display Network or simply have text ads appear above people’s searches on Google. Today, nearly all the social media platforms have paid advertising available, which includes:
Facebook
Instagram
Snapchat
Twitter
LinkedIn
YouTube
Reddit
There are so many options for you to choose from and a variety of different campaigns to suit your every need when considering paid advertising. When conducting audience research, find out what digital platforms your primary target audience is using. Identify the platforms that have paid advertising available, and then you are on your way to paid advertising glory.
This is why paid advertising is the next natural step for your sales and marketing funnel. There are many possibilities, platforms, and types of campaigns to choose from. You can tailor your brand and message in any way you see fit and consistently test to see what works and does not. Eventually, you will strike gold and find yourself with more quality leads and conversions as a result.
Some Beneficial Links OF SEO Packages and Paid Advertising.
Some Beneficial Links OF SEO Packages and Paid Advertising.
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