What is the difference between Google Ads and SEO?

The foundation of online marketing is SEM, which stands for Search Engine Marketing. It consists of Google Ads advertising and SEO positioning, each having completely different search algorithms and varying waiting times for desired results.

In this article, we will answer the most frequently asked questions - when to choose Google Ads advertising and when SEO is more appropriate, as well as which option is more financially beneficial.

Differences Between Google Ads and SEO

Google Ads use different search algorithms and do not directly affect a website’s position in organic search results. Ads are displayed in Google search always above the organic results and at the bottom of the page. They are additionally marked with a green color and the label “ad.” Ads are charged based on the number of user clicks, and the campaign manager independently decides the budget and the cost per click. The effects of Google Ads campaigns are visible almost immediately, and campaign progress is easy to monitor. However, the ads run only as long as there are available funds. Once the advertising period ends, the website traffic also stops.

SEO positioning is a long-term process that requires patience. SEO specialists estimate that there are over 200 factors influencing positioning, so the results of our efforts may only become noticeable after several months. Optimizing a website for SEO usually requires expert assistance. It is essential to check the correctness of internal links, keywords, image captions, meta descriptions, and many other elements. However, SEO guarantees high rankings in organic, and therefore free, search results and offers lasting results. It also requires continuous monitoring of changes implemented by Google. When algorithms are updated or changed, a website’s search position can also be affected.

How to Achieve the Best Results?

To achieve the best results, it is important first to understand the advantages and disadvantages of Google Ads and SEO. Let’s start with keywords – these are the words customers enter into the search engine when looking for a specific product or service. With Google Ads, there is no limit to the number of keywords. However, the more keywords you use, the more expensive the campaign will be. Additionally, the ad will only be shown to people searching for those specific phrases. In SEO positioning, you will use only a few carefully selected keywords to achieve effective results. Each must appear in the website content with the right frequency so that Google’s bots can find them.

SEO generates organic traffic, meaning the website simply appears in search results with a specific ranking. In contrast, Google Ads are displayed within Google’s advertising network. You can choose the websites from that network where you want your ads to appear. However, for Google Ads to work effectively, users must not use ad-blocking plugins like AdBlock. On the other hand, SEO, although very effective, requires planning and action well in advance. For example, if you want to improve website traffic during the holiday season, you need to start optimizing your site several months earlier. We recommend combining paid ads with organic traffic to achieve the widest reach.

Summary

Google Ads work best for companies that need to introduce quick product changes, react to changing trends, and operate in highly competitive industries. Meanwhile, proper SEO positioning should always be maintained. It is especially suitable for companies that offer specific products or services year-round and have a relatively small advertising budget. We also recommend SEO for companies that have already identified the best keywords and know how to use them creatively and engagingly. It is important to remember that not every industry can be advertised through Google Ads. Websites offering certain products, such as alcohol, can rely only on SEO efforts.

The best results come from combining Google Ads advertising with SEO tools. Both solutions will help you reach potential customers. A high ranking of your website in search results will make it visible and frequently visited by buyers, while Google Ads will help showcase your site to a broader audience of new users.