Businesses and stores that have created a website to display their products / services would certainly wish that so many potential customers found it. However, they should find a way to get their website to the top of the search results. When viewers can search for your products / services on Google, your web page shows up in organic search results or Google paid ads.
Organic search results and search engine optimization (SEO)
People can find organic search results just below paid ads. If businesses like to rank high in organic search results, they should optimize their site.
Google’s first and foremost goal is to direct users to the most relevant and high-quality content related to the topic they are searching for.
Advantage
SEO allows your website to appear in search results at no cost. Your efforts will produce results that will last so long.
Disadvantage
SEO is a very long and continuous activity and certainly the competition is hard at work too. Most of the time, the results of your efforts take time. Also, if they want to keep or improve their ranking in search results, they need to optimize on a regular basis. They should allocate part of their budget to hiring the services of a professional.
Google paid ads: Google AdWords
Pay per click (PPC) are paid ads on Google that can be seen in the first 3 positions, somewhere on the right side, and sometimes at the bottom. Google AdWords helps businesses by allowing them to create a campaign.
Advantage
Paid advertising gets instant results. Ads for potential customers will be displayed immediately. Unlike traditional advertisements in the media or television, companies only pay for the customers who interact, such as when they click on the ads, and not for the views. When advertising on Google, companies reach out to viewers who are looking for the products or services they offer.
Disadvantage
When companies optimize keywords that are too general, PPC can cost a lot. For this reason, they need to optimize the ads appropriately. Also, when the ad campaign expires or runs out of budget, all of a sudden the ads stop showing, resulting in the loss of valuable visitors.
The best choice of method
It is better to combine both methods. In order to optimize a website in the proper way from the beginning and prepare it with content, it is better to create ads on Google. To attract more visitors or potential customers to a site, they can choose to use Google AdWords.