Search engine marketing, especially through Google, is a key component of many companies' promotional strategies. With the rapid development of technology and changing consumer preferences, businesses are increasingly turning to the use of tools such as Google Ads and Google Analytics to reach their target audience in an efficient and effective manner. In this article, we will take a look at the different ways - how Google search marketing can be used to support business goals and achieve success in the online environment.
Ways to use Google search marketing
Google search marketing offers many different techniques and strategies that can be used to effectively promote an online business. One of the most popular ways is the use of paid advertising, or PPC (pay per click). These types of ads are displayed above the organic search results and attract the attention of users. Another approach is to position a website in organic search results using SEO (Search Engine Optimization). By optimizing the content, technical structure of the site and acquiring valuable external links, you can achieve a high position in search results.
Another effective strategy is to use SEM (Search Engine Marketing), a combination of SEO and PPC. With this technique, you can maximize the potential of Google to gain traffic to your site. SEM allows you to simultaneously promote your site both in organic search results and through paid ads. Also worth noting is SXO (Search Experience Optimization), or user experience optimization. This innovative strategy combines elements of SEO and UX, focusing on creating a website that provides the best possible experience for users. This can increase organic traffic and improve on-page conversions.
Google Ads or SEO? How about both?
The effectiveness of different types of Google search marketing can vary depending on your business goals. SEM, or a combination of SEO and PPC, is one of the most versatile and effective ways to promote on the search engine. With this strategy, you can achieve both a high ranking in organic search results and reach more users through paid advertising. This is especially useful for companies that want to increase their visibility and attract new customers.
Deciding only on paid ads, you too can effectively promote yourself on Google search. Search ads are displayed above the organic search results and attract users' attention. With precise targeting of ads, you can reach a specific audience and increase the chances of conversion. However, it's worth remembering that PPC requires a financial investment, so you should think carefully about your strategy and set an appropriate budget. Positioning itself, on the other hand, is a slightly more time-consuming process, but the effects are long-term. In addition, you gain a polished site that is tailored to search engine robots and users.
Advantages of SEM
Complementary effects
SEO and Google Ads work in a complementary way, reinforcing each other. With SEO, we achieve high rankings in organic search results, which builds credibility and user trust. Google Ads, on the other hand, allows us to quickly appear at the top of search results with paid ads, which is especially important for competitive keyword phrases.
Faster results
While SEO efforts take time to achieve visible results, Google Ads campaigns can produce immediate results. This allows a company to increase its online visibility faster and attract more potential customers.
Flexibility and control
Google Ads campaigns offer great flexibility and control over advertising budget and campaign parameters. This allows us to quickly adapt our activities to changing market conditions and user preferences.
Long-term effects
When you decide to stop paid ads, thanks to SEO your site can still display high in organic results. This will make you not depend only on paid ads, but you will be able to generate free traffic to your site.
Who is the SEM campaign for?
In fact, an SEM campaign will work well for both small and large businesses. The flexibility of paid Google Ads allows you to tailor it to your budget. You can set the maximum cost per click and turn off the ad at a convenient time, which means you don't have to think about how much such advertising will cost, and the company has total control over the cost.
