Over the years, Google Ads might have changed in style (yellow boxes, green tags, etc.) and even name (formerly Google Adwords) but, when it comes to Google’s policy on advertising and search, Google claims “Google Ads doesn’t have the same results as SEO, and won’t improve your organic search rankings.” – ads.google.com, and this has never changed.
There has been a subtle standoff between SEO experts and PPC experts arguing the pros and cons of each but for search engine marketers who seek ascension in search strategy, an understanding on the use of both is the goal.
Search Estate
The first place of search engines is a valuable place for businesses. Maximizing a business’ visibility in search will increase revenue so running both a strong PPC campaign and a strong organic traffic campaign through SEO is the smart decision.
There is a lot more search traffic online than people realize. Not everyone clicks on the same listing. By running both a PPC campaign and a strong organic traffic campaign through SEO a business can “cover their bases” and extend their search reach by securing a constant stream of high converting search traffic.
Brand Recognition In Ad = More Trust For Organic Clicks
When people search in Google for a product or a service they usually see ads first. Most people don’t click on ads but, to state it again, they usually see ads first. Seeing an ad for a business followed by the organic listing for the same business can have a powerful effect on searchers.
Research proves messages are more effective when repeated. Clearly the business is established to some degree or another. Or, at the very least, it’s digital marketing campaign is. Either way, this process helps establish trust and many times can lead to a click on the organic listing, saving money on the ad click while still gaining the benefit of the presence of the ad.
Although Google Ads are not used in organic rankings they can work alongside them and increase a website’s traffic significantly.