Which is More Important for Business: Organic or Paid Search Results?

Every time you type in keywords on the search tab, Google and the like return two types of results: organic and paid. The first one consists of web listings that are closest to one’s query in terms of relevance, while the second one are advertisements that websites and companies spend on in order for them to appear on the results page whenever their selected keywords are typed in by a user.

But which one is actually more helpful for businesses? First we must recognize the difference between #OrganicSEO and #paidsearch.

While paid ones are separated from natural results in that paid ones are mostly found at the top of the page - giving them visual priority - the latter is nonetheless more essential in the long-term. It’s also helpful to know that the target audience for these two is usually different: Natural SEO is aimed at people who are looking for information, while the other one usually attracts buying customers who already know what they want prior to making a query.

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Both are of course important when you’re running a large-scale business. But know that if you’re actually spending lots on PPC advertising without managing proper SEO techniques for organic traffic to your site, you are essentially losing money with every passing minute.

Recent studies show that over 90% of web users prefer to use organic search results, and only 6% of them actually revert to PPC ads on the page. This is because users are keen to recognize that clicking on paid results means that a company will be pitching a sale.

Let us put that into numerical perspective. Say you are in top position for certain keywords which elicit about 100,000 searches a month. With that, your site should obtain around 80,000 visits. If your website has been created with proper SEO strategies from the beginning, then your optimum traffic to lead conversion rate should be 15%. Multiply 80,000 by 15%, and you get 12,000 monthly leads.

In the PPC perspective on the other hand, one would need to spend on the average about $1.06 to get traffic to lead conversion of only 5.3% - way below what you’d get if you use natural SEO. So to obtain 12,000 monthly leads with that conversion, it would require more than 226,000 visits. If we multiply by $1.06, you’d have to spend around $250,000 to acquire 12,000 conversions.

If you are seeking benefits for the long-term, then a well-optimized site is the way to go. Of course PPC also provide instant traffic and helps improve your visibility, but all your efforts to market effectively will go to naught if natural search strategies are not in place to begin with.

Stepping Up the Game with Google Ad Management

Marketing to customers grows more difficult and more costly by the day, with so many companies resorting to commercial advertising. The challenge of being able to discover ways to encourage customers to make contact and avail products and services without spending a fortune plagues marketers on a daily basis.

This is where pay-per-click or PPC advertising comes into play. As one of the most effective advertising methods today, PPC ads direct highly targeted traffic to company websites, and for less than what traditional media modes cost.

One of the most popular forms of #ppc is #googleads, which like its counterparts’ (Yahoo! and MSN) allow companies to create advertisement text, banners and others, and select keywords that they deem appropriate for their ads. Advertisers only pay whenever a visitor clicks on the ads, and they can also set or bid for the amount of their daily or monthly campaigns, thus giving them absolute control of their campaign costs and flow.

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For many marketers, the secret to an effective campaign on Google is proper and effective Google Ads management. But what is #googleadmanagement? What are the benefits of successful ad management?

Through the Google Ad Manager, publishers can manage ads on their respective sites. This is made possible by adding an advertisement code on the ad tool, then embedding that computer-generated code on their websites. Once done, each ad unit can be effectively tracked, primarily page views, CTR and other related statistics. It also allows publishers to geotarget each ad unit.  It is compatible with graphics, texts and videos.

Managing Google ads efficiently is crucial for achieving effective PPC campaigns via AdWords. It takes continuous work and research and the whole process itself can turn out to be stressful, but learning your way into the system does reward your marketing efforts significantly. With the right management strategies, you will be able to create more effective and highly targeted campaigns and optimize your keyword research and strategies, even your workflow, so you stay ahead of the game.

Optimized Google Ad Management provides the following benefits for your business:

•    Greater return of investment (ROI) with more cost-per-click
•    Get higher scores to improve your ad rankings
•    Reach a wider client-base that will later on lead to more conversions
•    Obtain more relevant, targeted traffic and less irrelevant ones 
•    Huge savings on unqualified clicks
•    Get to know your customers better so that you can adjust your ad campaigns according to their needs and desires.

Google Ads may be a lot more complicated than what some marketers perceive, but it’s definitely one of the best ways to garner site traffic and revenue without burning a hole in your wallet. And efficient Google Ad management is your best bet to making that happen.