SEO and Google Ads, does a business need both?

SEO and Google Ads, does a business need both?

Hayley Jane Marketing - SEO and Google Ads

Does a Business need SEO and Google Ads?


The difference between SEO and Google Ads

Many businesses are confused about SEO and Google Ads. They are often confused as to whether they should use one or the other, or both. Before deciding if both are needed it is important to understand the differences and how they work together.
SEO stands for Search Engine Optimisation. A search engine is where people search for content on websites using Google, Bing, Yahoo, Mozilla or Microsoft Edge. The most popular search engine and the one most people are familiar with is Google. Optimisation for search engines makes it easy for the robots used by search engines to match searches, to relevant websites.  The search engines use the keywords in the search to do this.
If a business has thought about their website content, their website will be full of keywords about their business. There should be plenty of keywords and images about the business on the website and if so, the robots will bring the website to the top of a search. When a business is paying for Google Ads, they are paying to rank for keywords related to their business on a pay per click basisSo rather than relying on the search engine robots, they tell Google they would like to pay to come first in a search that contains a keyword. Google Ads PPC requires you bid against other business to place above them in a search, when someone searches that keyword in Google. If that person clicks your search ad, then you pay, hence the term Pay Per Click. So if a business is paying to rank with Google Ads, why do they need SEO too?

SEO, Keywords and Google Ads Quality Score

The search engine robots use an algorithm to place a website at the top of a search. This ensures that the person who entered the search will see relevant websites come up in the search. A user does not want to search for potatoes and see information about lemons for example. Google is careful to make sure they keep their users happy by showing them websites they are looking for. Even when a business pays for PPC advertising on keywords, if their website does not show relevant content, then Google will not show the paid ad. Google will tell the advertiser this by showing a low-Quality Score on the keyword. So, the same practices used in SEO, are used in Google Ads. 

So why bother using both SEO and Google Ads?

Part of an SEO strategy ensures keywords placed on the business’s own website, but there are other techniques used in SEO Strategy. These include backlinks and an ongoing content/blogging and sharing strategy. Because of this, SEO generally takes a longer time to get results and quite a bit of work. SEO with plenty of keywords and images titled with keywords on your website and paying to rank for those same keywords with PPC Google Ads, can be a shortcut to getting lots of website visitors. Google Ads can get results quickly, especially when your website shows the keywords you are paying for
When SEO is used alongside a Google Ads strategy, this can reduce the budget required by Google Ads. The more relevant Google deems your website the higher the Google Ads Quality score. A high-quality score results in lower priced ads for your website. So more clicks and visits on your website at a lower cost. 

So to answer the question “Does a business need SEO and Google Ads?”

It is not essential to do both, but doing both will get you better results with a lower cost for Google Ads and more website visitors quickly.

SEO Checklist

  • If you are using an SEO agency, you will typically pay all costs to them. They should give you a report every month with the SEO work they have completed.
  • SEO can take some time to see results. SEO is generally a long-term strategy.
  • Use Google Keyword Planner to check keywords people are searching for related to your business.
  • Choose a specific keyword that you would like to target and create content around the keyword
  • Include the keyword in the website URL, the H1 Heading and an H2 Heading.
  • Include the keyword in the first paragraph, be careful not to stuff the keyword too many times in the written content.
  • Create a content with over 500 words with an image and name the image with the keyword
  • Make sure your website is connected to Google search console.
  • Check Google Search Console after 1 month to see how your content is ranking in Google search engines.
  • Keep improving and adding more content to your articles
  • Try and share a link to your website on as many social media platforms, industry related forums as you can for a backlink strategy. If you create really good educational content people will be more likely to share it on their website.
  • Create Youtube videos based on your written content and link to it from your website.

Google Ads (PPC) Checklist

  • When you are using an agency to monitor your Google Ads, you will typically pay an agency fee and pay your Google Ads costs directly to Google
  • Before you start advertising. Make sure you or your agency has used Google Keyword planner to find keywords related to your industry.
  • Check the content on your website contains the Keywords you plan to pay to rank for.
  • Ensure the content on your web pages is helpful and relates to your PPC ads
  • Try to include images related to the keyword you are paying for on the web (landing) page your ads are directing to.
  • Start with a smaller budget and follow improve the results over 3 months, then when you’re ads are performing well and your Google Ads Quality score is high,  increase the budget.
  • Check when new keywords are added and keep adding new content with the keywords to your website.

Hayley has spent a majority of the last decade creating marketing campaigns for small and medium businesses. As a Google partner Hayley is certified by Google for Google Ads search campaigns. If you have any questions about this article please email

Advertising with Instagram Stories

Advertising with Instagram Stories

Following our recent post on Instagram Stories, we now cover-off on advertising with Instagram Stories for your products and/or services.

Instagram is rising in prominence for all ages, more so since Facebook Privacy issues, but also because it is easy to use.

Take for instance my mother, 63 years old and creating an Instagram account – getting right into it. Definitely a sign that the social media platform is becoming mainstream and not for one generation.

It’s no surprise then that advertising is taking off on Instagram (standard image and post) since introduction earlier this year and that advertising with Instagram Stories is now on the rise.









Image credit:

As you recall, Instagram Stories involves creating and uploading an image for highlighting on user feeds against your Instagram business profile for a period of 24 hours.

What you can do, is leverage those Instagram Stories by advertising your business to your followers and other Instagram users.

To advertise, we recommend you strategically plan out the Instagram Stories (just like you would with any other social media platform) and create the image and caption to engage your audience and make them want to work with you or buy your products.

Instagram Stories Ads cover full-screen and vertically on your phone or tablet.

You can target your advertising by reach, video views, traffic, conversions, app installs and brand awareness; with ad performance viewable within your profile’s insights on your phone.

You have the ability to view more in-depth metrics by connecting your Instagram account with your Facebook Ads Manager {insert link} and Power Editor account statistics on reach, impression and video statics.

Did you know?

More than 50% of Instagram business accounts create Instagram Stories in a month and that 60% of those have sound; video is already enticing, adding sounding makes it even more so.

What you need to be clear on with your advertising is ensuring you have the right call-to-action (CTA). What is your intention of the story and what do you want that user to do?

You want to make it easy and quick for the user to make a decision and take action by easily promoting your content and directing them on what to do.

Ensure you captivate within the very first second to stand-out from the other stories, make your brand name visible, enhance your images with enticing wording, add music to help resonate.

An example of an advertising with Instagram Stories is the ad by Virgin Holidays (USA) promoting Las Vegas and you can see that it is an ad by the “Sponsored” word.

Virgin Holidays sponsored Instagram Stories ad













We recommend you go to your Instagram account and look at the Instagram Stories feed, which will show Stories for users you follow – as well as advertising. Have a look at the advertising Stories to see how others use it for image and video.

What do you like, what don’t you like? Does it make you want to take action?

Use Instagram Stories to drive brand/product awareness, sales/special events, engage in conversation, retarget customers.

If you are a product-based business, you can advertise by highlighting a new product or a sale – using an appropriate CTA.

If you are a service-based business, you can advertise a free-download (e-book, checklist) or a webinar – something that topical that will be of interest to your audience – and use the most appropriate CTA.

“We saw a double-digit point increase in advert recall from our experiences in the Airbnb campaign that further justifies our investment in adverts within stories as they have had a measurable impact for us.

Our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram.”

Eric Toda, Global Head of Social Marketing and Content, Airbnb (one of the first businesses to test Instagram Stories advertising)

Finally, you don’t need to be a global brand to be recognised and have growth. Rather, You just need to know the right formula to help you gain exposure and convert into leads and sales.

Current specifications for video:

  • Resolution: 1080 x 1920 (min resolution: 600 x 1067)
  • Aspect ratio: 9:16
  • Maximum file size: 4GB
  • Format: .MP4 or .MOV
  • Video length (max): 15 seconds

Rather than doing it on your own; discover more about advertising with Instagram Stories, contact our team at or call us on 1800 429 539.

Instagram Stories – What You Need To Know

Instagram Stories – What You Need To Know

Instagram Stories is making HUGE strides now and they add an extra level of appeal to your intended followers. Here is what you need to know!

Instagram Stories is located at the top of user’s search feed and is a place where you place an image – or series of images – that is uploaded for a period of 24 hours.

Once uploaded, you can add as a Highlight to your Insta business page and it will appear underneath your profile bio and above your feed.

This separation between Stories and your Insta feed is so you can promote stand-out content you want to be seen, without adding it to your grid’s feed – these include in-the-moment images or video and raw content.

Alex Beadon Instagram Stories

We recommend you set Instagram Stories up so that you can archive the Story. Ensure you keep the Story live for the 24-hour period without deleting it.

You can:

  • create text-only stories that have all the info in it that you want to drive followers to (example GaryVee below)
  • repost other user’s Instagram Stories when they’ve tagged you.

Gary Vaynerchuck Instagram Stories

Play with the fonts, highlights and backgrounds using the “Type” mode and get a feel for what you like and will resonate with others.

For consistency, we recommend you use your brand colours throughout your Stories.

By being strategic with your Instagram Stories, it means that you can leverage engagement with Instagram users to:

  • grow your [genuine] followers list
  • drive more traffic to your website
  • drive more traffic to your blog
  • encourage your newsletter sign-ups
  • encourage sales.

However, there are some limitations with Instagram Stories, like:

Only verified Instagram accounts are able to add a link to their Story; you can see the links to stories in verified accounts by clicking on the ‘See More’ button at the bottom of the screen and tap to view the link inside the App.

Therefore, if you want to make reference to a link and your account is unverified, we recommend you “word” that link with text on the image itself.

If you want to tag your business or other people on your Story, click on the ‘A’ at the top of the screen when recording or posting and type “@” followed by your or their username.
Insta will then automatically link that username to your profile in the story, creating a clickable link that people can use.

Head over to some of the Instagram profiles you follow – preferably ones with a huge number of followers – to check out Instagram Stories and get a feel for how it looks and how it works.

No doubt you will be inspired to come up with your own Instagram Stories for your business page.

Bonus tip: once you have the hang of using Instagram Stories, you may like to take advantage of Instagram Stories Ads. A new way to advertise!

To discover more about Instagram Stories in business, contact our team at or call us on 1800 429 539.

Big Slump in Social Media Presence

Big Slump in Social Media Presence

When it comes to social media marketing strategies to improve your business’ presence and generate more sales, social media marketing has become the best medium used by many businesses in recent years.  

However, recent changes by social media platforms – think Facebook, means you are going to experience big slumps and need to counteract that drop in other areas.

For a lot of businesses, having social media accounts does not change the way their sales marketing performs nor does their company gain better online visibility. Why?

Social media is supposed to be the most powerful business tool that most companies use to gain more sales and online presence. What must be the reasons why your social media marketing efforts are still not giving you the results you have desired?

There are many reasons – some in your control; some not in your control.

Why social media changes are out of your control

Mark Zuckerberg announced earlier this year that Facebook is changing its algorithm to go back to its original roots and make it more valuable for personal interaction rather than being filled with business activity.

This highlights to us that we don’t have ownership over our accounts on these types of social media platforms; therefore we have no control as to how visible we are.

Think about it.

There are 2 billion users on Facebook (not to mention the number of business pages and groups). It’s a tough market to break into – even if you are targeting your ideal audience.

Tip: Always stay on top of the platforms and databases you use in business so that you know when changes are going to happen and how it directly affects you.

Learn more about what the Facebook newsfeed changes mean for your business.

Counteract with strategies within your control

Too often, especially for solopreneurs and SME’s, businesses are unsure as to how they should strategise their online marketing. This results in businesses:

  • being unsure as to how to promote their presence,
  • suffer a loss of visibility, and most likely,
  • a loss of lead generation for sales.

If your business is struggling with social media, it may be:

  • the strategies you are using are not properly planned, or
  • you don’t have a plan at all.

Either way, it is hurting your bottom line.

Tip: Use campaigns and duplicate on all platforms so that if algorithm changes were to happen by one platform’s “owner”, it isn’t going to affect you.

We now uncover the social media marketing mistakes that are often used by many businesses in their online campaigns and how to avoid making the same mistakes.

Attempting social media marketing without any goals
When you engage in social media marketing, you must know why you are online and what outcome you want to achieve for your business.

For example, if you have a new company that is all about cool, unique clothes and you want to grow visibility with followers and drive traffic to your website for sales; then your objective is to engage in social media posts that will make an impact for your ideal audience.

Take into account:

  • images used to grab attention,
  • the wording used to entice people, and
  • the call-to-action (CTA) you embed.

Tip: Often, especially when you are starting out in business or initiating a new social media strategy, it is trial-and-error. Use your analytics, it’s a powerful tool!

Learn more about Measuring Social Media Success.

Acknowledge your audience when they engage with you
Building your business and gaining trust in your audience means you need to be present on your social media accounts and engage with them.

Ensure your audience or customers feel that they are important to you by participating in social media discussions and other initiatives to keep them engaged and remain at the top of their mind.

For example, a person makes a positive comment about your cool clothing on the back of your engaging (targeted) post. Ensure you acknowledge their comment and respond to it.

Tip: Always stay true to your business’ tone of voice and keep that tone of voice consistent in all that you do from emails to social media posts to responding to comments/enquiries.

Keep personal and business separate when mingling in your social media accounts
When creating your personal profile and business page accounts on social media platforms, always bear in mind who is projecting and responding to each account and be consistent!

For instance, your business page will always post, comment and respond as your business named account. You would not post as your business and comment or respond as yourself (personally).

An exception to this rule is for coaches, and others, whose personal name is their business name/brand. Though you’d still have a separate personal Facebook account and a separate professional business page.

Always be consistent in delivering the “right” information
Posting relevant engaging content is one of the most powerful tools to drive people to your blog or website.

You must provide relevant content that is highly informative.

Your blog can also be used to address some people’s own enquiries. You can use that content to create a social media post (then address in a video to drive higher engagement) and then highlight in an email to your subscribers.  

Be consistent with providing relevant content on your social media platforms, in your blogs and your newsletters.

You must not stop searching for ways to provide your followers with informative content and use this strategy to draw more people to your business.

Tip: Know your ideal audience’s pain points and “speak” to them.

Social media strategies are our business and it is our passion to work with business owners to ensure they are being seen and achieving their goals – in the most cost-effective and timely way.

Learn more with our 5 Best Marketing Tips You Will Read.

Discover more about how Hayley Jane Marketing & Design can be your partner in business growth by contacting me directly.

What is Pay-Per-Click Advertising?

What is Pay-Per-Click Advertising?

In a nutshell, Pay-Per-Click Advertising (aka PPC) is a method of paid advertising that you only pay for once your advertised link has been clicked on.

Pay-Per-Click is also known as Cost-Per-Click (aka CPC) and is defined by Wikipedia as “Pay-per-click ($) = Advertising cost ($) / Ads Clicked (#)”.

Platforms used for PPC advertising is Google (i.e. the Google Ads you see at the top and bottom of the search page when you’re looking for something) and Bing.

I still don’t understand

Pay-Per-Click advertising allows your business to hold a prominent position in the search results – for your strategically targeted keywords – but the process is a bit like an auction. You set-up your Google AdWords account to create ads and tell Google how much you are willing to spend for someone to click on your Ad.

Your ranking in the paid sections of the search results is dependent on how many other businesses are also paying for the same keyword(s) and how much you are willing to pay for each click to your website, hence the “auction”. Bid the most and you are most likely to rank in top 3 positions.

The search user is taken to your nominated webpage once your paid link has been clicked on, then Google charges you at your maximum bid amount.

Can you give me an example?

Say you want to be seen for the keyword “home builder” and you are willing to pay a maximum of $1.20 per click to your website. Say you are the highest bidder for that keyword at $1.20 per click and you rank at the top of the search results and 100 people click on your PPC listing – then the PPC service will charge you a maximum of $120.00 for those clicks.

That sounds easy

Well, yes and no. It is easy in the sense that once you have the Google AdWords account set-up for online visibility, you can start generating traffic almost immediately.

But, there is extensive research that needs to be involved first to make sure you are making the right impression for your product and/or service and that you are being seen where you need to be; as well as understanding which other businesses are also bidding for the same keywords and for how much. 

Are there any penalties or boosters?

Yes, you need to be aware of the search engines Quality Score, such as your ad, keywords, landing page copy, click metrics, on-site usage metrics and more.

Depending on how you manage each of the factors, based on a sliding scale, depends on whether the search engines increase or decrease your bid amount for you to gain a specific position in the results.

Can I set and forget?

No, no, no. Definitely not.  Your ad requires regular management to avoid you paying more money than you need to for each CPC and from underperforming.

Keeping a pulse on your Ad means that you can see if another business is outbidding you; if you can lower the bid price and still remain in the top 3 positions; see if your ideal customer is actually using those keywords.

Essentially a Pay-Per-Click campaign is a rinse and repeat scenario of “Bid. Click. Measure. Adjust”.

It is easy to think that introducing a Pay-Per-Click strategy is a money grab and will bring in so many visitors to your site. However, at the end of the day – it still comes down to quality. Quality in your ad’s listing and the details you provide and quality on your website. The quality of those leads and conversions is more important for your return on investment (ROI) rather than clicks.

Similar to Facebook Page likes, quality of your audience is more important than the number of likes on your page.

If you are confident that you have a handle on Google AdWords – ranking high, not paying too much and getting traffic to your website – then, by all means, go ahead. BUT, if you are struggling to understand the concept and frightful of paying too much and damaging your brand – then, by all means, contact us on 1800 429 539 to discuss.

Hayley recently earned her Google AdWords Certification to ensure that all our customers are receiving high-quality support to ensure that their ads are performing for them.