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

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.

How to Fix Your Online Visibility with Google AdWords

How to Fix Your Online Visibility with Google AdWords

Many business owners are unaware that visibility is key to discovery. We outline how to fix your online visibility with Google AdWords. Here are a few common mistakes when using Google AdWords and what to do instead. We also address the use of Digital Display Ads to capture your audience’s attention.

Mistake 1: Misunderstanding Google

By failing to understand the power of Google, you are hurting your right to online visibility, driving search traffic to your website, your social media accounts – your brand! 

Though you may think paid Google Ads is as simple as setting up an AdWords account, inputting some detail and your customers will find you – it’s not that simple. More often than not you are paying a lot more than you need to and will still miss being seen by your ideal customer.

The result? Paying more than you need to and not seeing an increase in customer engagement converting to your website, or signing up to your email list.

Engage a Google certified practitioner to set your Ads properly. To ensure your Google AdWords is properly set-up for maximum visibility with lower costs. It is an investment you can’t do without.

Tailor Google AdWords information to your business. Be strategic with the information you use in your Google AdWords account; setting the right target audience parameters, along with keywords, will ensure that you are enticing your audience to click on your Ad.

Mistake 2: Set and Forget Mentality

A set and forget mentality of your Google AdWords account will result in your Ad slipping in search results.

If you spend 20 scheduled minutes a week reviewing your Google AdWords account, including keyword and competitor research, you will ensure that your Google AdWords listing will work hard for you.

Learn the ins-and-outs of Google AdWords. Google is quite comprehensive when it comes to AdWords – leading to confusion. Again, you should engage a Google certified practitioner to assist you; saving you time and money!

Mistake 3: Not Utilising Display Ads

Lack in understanding the difference between Google AdWords and Digital Display Ads can mean the difference between profit and loss.

Make your Digital Display Ads work hard for you, rather than the other way around.

Google Ads will display your paid listing at either the top or bottom of a Google keyword search page; Digital Display Ads will show your “ad” on targeted websites. 

Being strategic will get you in front of your target audience. Be strategic with your Digital Display Ads, they can be very beneficial to your business and image is everything. If you know where your target audience will be online, you can get in front of them by choosing the websites you need your digital ad to be seen.

Research Digital Display Ads. Digital Display Ads pop-up website pages you visit – they have been set to target their audience and the ads you see have been designed for you. Make sure you do the same with your business for your target market!

Tip: Next time you are on one of your favourite websites, e.g., click on an article and see all the display ads pop-up above the heading and on each side of the article. Those particular ads are shown to you because those businesses chose you to see them.

Note: Digital Display Ads will only work on websites that are monetised, e.g. Pay-Per-Click or Cost-Per-Impression.

We recently received Google AdWords certification. We can tailor Google Ads to your business, ensuring that you are getting the most for your money and grabbing the attention of people looking for your products or services.

Contact us on 1800 429 539 to discuss your current strategy and how we can engineer it to better perform.