AdWords Management or Search Engine Optimisation – All for one and one for all!
It’s time to end the war!
Ever Since there was an opportunity to capitalise on the immense volume of traffic that hits websites like Google everyday, there were telemarketers calling up our business telling us that we need to be at the top of page one in less than 30 days or that they can lower our cost-per-click on our PPC campaigns.
If you thought there was a lot of tension in Australian Politics or an episode of The Real Housewives Of New York, wait until you are stuck on the phone with an AdWords Telemarketer and an SEO Telemarketer at the same time!
No matter which way your cookie crumbles, its really is all about the same thing – making money. It can be pretty easy to lose sight of this goal when you are in the thick of your Keyword Research for Search Engine Optimisation and managing your bids as part of your daily AdWords Management strategy. When its time to pay your bills and you’ve spent your last pennies on SEO or AdWords, you can’t say “But our bounce rate was below 20 percent!”
They do the same thing right?
AdWords Management VS Search Engine Optimisation
I often speak to people who are in the thick of painful and very expensive AdWords campaigns and they say “AdWords just doesn’t work for us… We are going to move to SEO”. This says something interesting about our understanding of SEO VS AdWords – we think of them on a 1:1 ratio. If AdWords isn’t working, just move everything to SEO and vice versa.
In reality you’re misallocating your hard earned marketing budget and throwing them at two different levels of customer engagement in the same advertising space.
If you are responsible for your ongoing AdWords Management or Search Engine Optimisation, you would be familiar with the dreaded Buying Funnel. The reality more often than not is your SEO contributes to the market thats at the top of the funnel. Thats not to say people don’t buy when they enter your site organically, its more that its a research-driven action rather than direct consumer behaviour.
In short, conversion rates organically are generally low in comparison to the volume of traffic they direct to your website. They’re getting a feel for the market. They might have only just started their research process. Its likely that they will come back a handful before they’re ready start the ball rolling as your client.
Interestingly, PWC found in their 2012 multi-channel shopping survey that 94 percent of shoppers in Australia and New Zealand do research online before engaging in a sales process.
At the end of the day, the consumer could find you online and then buy in the store. Your job is that you give them an opportunity to buy directly from the website at best or give them all the information they need to validate a purchase at a later point, worst case scenario.
On the other side of the coin is Google Adwords which targets a market who are further down your conversion funnel and as a result are closer to the ultimate buy that we all want and need to offset the costs both soft and hard (including the time spent actively doing your AdWords Management and Search Engine Optimisation). The bottom line is that conversion levels are significantly higher.
People are ready – they just need an outlet and thats where your AdWords Account comes in. They are searches that have buying intent as opposed to searches that focus on acquisition of knowledge. This is why you rarely see AdWords ads for informational resources with no conversion goal like signing up to a mailing list.
Substituting Search Engine Optimisation with AdWords or visa-versa won’t necessarily (or ever) generate more results or even better results. They serve two very different purposes – Think of your SEO like a Customer Service Employee and your AdWords like a Product and Sales Specialist. Just because its all part of your Online Marketing Strategy doesn’t mean they will engage your market the same way.