The primary goal of most online digital marketing campaigns is to increase website traffic and generate awareness.
You need to know how to inspire your audience and make them want to interact with you.
In today's competitive online industry, you can't wait for customers to find you; instead, you must be proactive and develop a foolproof online marketing plan for reaching new clients and maintaining ongoing relationships.
Zeigen Media Digital Marketing is a leading digital marketing firm that helps businesses improve sales conversions, streamline website management processes and create effective lead generation strategies to attract the right customers.
There are two ways in which you can drive traffic to your website. There is free traffic which is normally obtained by using SEO techniques and the second option is the traffic that you can purchase. Rightfully so, most people are inclined to think that if something is free it must not be good. This can be true sometimes but with regard to gaining traffic for your blog or website, this is certainly not always the case.
If you've read my earlier articles on this blog, you already know that I believe there are two key ingredients to producing quality traffic: the time you’re willing to spend working on it and the money you’re willing to invest in it.
The amount of daily traffic is one of the best measurements of the volume of a website. The more often a webpage is viewed, the higher its value and the greater the chance to generate income.
I want to help you grow your website. It's a fun project, and I would love to see you benefit from this as well (for free). You can implement these tactics right now and start seeing an improvement in your traffic.
Paid Ads are great for short-term traffic. SEO is great for long-term traffic generation. You can't go wrong with either one.
SEO
Advantages of SEO
1. Cost
SEO is a free marketing strategy that can be easily learned through blogs and tutorial posts. Literally, there is no need to pay anything for the traffic. All that SEO requires is time. It depends on how much time you spend working on SEO to bring out results.
2. Traffic
Using SEO you can gain a good flow of traffic to your website. If proper SEO techniques are used, your website can be on the top spot of SERPs.
3. Backlinks
Over time when using best SEO practices, your site will become authorized. As a result for each keyword, you can get backlinks from high-quality sites.
4. Mobile Friendly
SEO optimization not only means good for a PC user, the mobile users too can be benefited. It enhances the site's speed and reduces latency for mobile users.
5. User Friendly
SEO also makes sure that your site is professional enough with a good user experience. User experience in essence means that there are no grammatical mistakes in the content and also well-optimized tags. Overall the sites ensure that the users can find everything they need easily.
Disadvantages
1. Competitors
As your SEO starts to be effective, your site will start to rank higher than your competitor. As a result, the competitors can target your site looting your SEO techniques. No matter if you run a new or small business you are always on your toe.
2. Penalties
Search engines such as Google releases numerous updates such as Penguin, Panda, and Hummingbird. All these updates can drop your site from SERPs because of their algorithm changes. It can be distressing for a digital marketer to see all their efforts go in vain and everything needs to be done from the beginning. Apart from that using Black Hat techniques SEO will also cause your site to get penalized by Google. Therefore, it is always recommended to follow White Hat SEO techniques even if the process is slower.
3. Slow Process
SEO is a long-term process which means it is not fast-moving. It takes a lot of time and patience to see the desired results. Besides that, it can depend on the niche too. If the niche is competitive it can take considerably longer. However, the impact of SEO is long-term. Once you reach the top spot of SERP you will remain on it even if you stop the campaign.
4. No Assurance
SEO cannot be guaranteed that 100% it will work for sure. Even if you update your content regularly with new features, there is no guarantee that you will be on the 1st page of Google. This is because there are other external factors around competition. Therefore, there is no assurance that SEO will deliver promising results.
5. Uncontrollable
Another drawback of SEO is the lack of control. No one really knows how search engine algorithm works. Sometimes the results can be opposite to what we expect. It is a top-secret maintained by Google. Hence, Google has control over what type and how much traffic your site should get.
Google Ads
Advantages of Google Ads
1. High Intent Searchers
Google is a powerful advertising platform because of the intent of the people using Google. Unlike people on most social media websites, users searching Google are actively looking to solve a problem. Take yourself for example. You probably found this blog through a search engine because you are actively trying to figure out if Google ads are worth the cost for your business. If you decide that Google Ads are worth the cost, you will then ask yourself if you want to set it up yourself or if you want to work with a marketing firm. You are motivated to solve a problem which is why you found this article. The same is true with your customers. They are looking on Google for solutions to their problems. When you advertise on Google, you’re advertising to hundreds or thousands of motivated buyers!
2. Remarketing Capability
Google Ads gives you the ability to also show your ads to people who have already visited your website but who haven’t yet taken action. This is called remarketing, and it’s a great way to remind people of all the products or services they left behind that you are now willing to give them again.
It’s not always best, to begin with remarketing ads, but it’s powerful when used correctly.
Disadvantages
1. Alone Do Nothing
Like any advertising system, the ads by themselves are useless because it’s the website structure and landing pages that ultimately convince potential customers to make a purchase. If users perceive your website to be confusing, untrustworthy, or frustrating, they won’t buy anything from you.
This means you can have a perfectly curated advertising account and still not sell anything. It’s important to understand how to create the full marketing system before tuning on your ads. This is where most businesses get hung up.
If this sounds like a lot of work, you may want to look into marketing firms that are able to help get you started with a comprehensive advertising system.
2. High CPC Potential
Highly competitive industries often have a high cost per click, and this can make it difficult to make any money off of your clicks if you don’t have a large company’s marketing budget.
With that said, many industries that have a high cost per click can justify it because their product or service sits at a very high price point. Consider the education industry. If a college student is going to spend $50,000 a year or even more for college, it may be justified to spend $50 or even $100 per click.
This most likely won’t apply to you though. The average cost per click for most services businesses will be between $1.50 and $3, usually closer to the lower end of that scale if your Google Ads account is set up well.
3. Detailed Settings
Google Ads can be very cumbersome for those who don’t have prior PPC training. There are hundreds of settings that you can choose to have on, off, or somewhere in between. These settings are necessary for optimization, but it could be very overwhelming if you don’t know what each setting does. Some settings – like conversion tracking can be very confusing to set up, and if not done properly, can make the ads and data in your account essentially worthless.
4. Time Investment
Like anything that produces results, Google Ads can be time-consuming, even for the experienced user. If this is a problem for you, you may want to have a designated person on staff to handle all the digital marketing. Many times, it’s less expensive to work with a marketing agency.
5. Data Buying
While Google ads can generate a profit fairly quickly (in the first few months of being active) they can do so much more after a year or more of active optimization and testing.
During the early phases of your advertising, you are essentially buying the data that will be required to truly optimize the account. The data you purchase early on is what will enable you to create a 3x-15x Return On Ad Spend.
6. Keyword Intent
Those who don’t have experience with digital marketing often end up spending large amounts of money on their Google Ads accounts because they don’t understand keyword intent.
If you don’t understand how people search, and what kind of products or services they expect to see when doing so, you will continually overpay for clicks that produce little or no results. Unfortunately, it can be very difficult to get accurate data on your keywords unless you’ve been spending money on the account for a while and have gotten enough conversion tracking set up to gather this data.
This means that by the time you have enough data to realize you are getting no results, you will have already spent a fair amount of money. Make sure you understand the intent behind your advertising before you begin advertising.
7. Results Of Emotion
Another con when it comes to advertising on Google is human emotion. Many business owners aren’t sure if the expense of advertising is right for them, and as soon as the cost of doing so begins to be felt, they stop advertising. Make sure you don’t overreach when you begin your advertising campaign.
This is a dangerous approach, as it can drastically limit your potential business, not to mention waste all of the time, resources, and money you spent to set up your advertising campaigns. Before you start working with an advertising firm, fully understand the full cost of getting started and be sure you are comfortable with the numbers.
Is Google Ads Worth It? We believe the answer is YES – if you know how to use them correctly and have all the information upfront!
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