SEO or AdWords?
SEO or AdWords? Here’s How I Think About This
Google will probably hate me for saying this…
But I’m weighing in on the SEO or AdWords debate!
Heck, they might even remove my AdWords Certification (please don’t!)
But, there’s no two ways around it:
SEO, content marketing, and inbound marketing are simply better tools than AdWords.
Let’s take a look at why.
If you’re like most online business owners, you’ve probably got a book or two on your shelf – maybe AdWords for Dummies, or some other guides designed to help you wrap your head around Google’s little money machine.
If you’re like most online business owners, you’ll read those books, get excited, come up with a new, “winning strategy”, and wait for the money to roll in!
Why Aren’t My AdWords Converting!?
And then you wait a while (because Google always tells you to wait a while), and nothing happens!
Of course the next train of thought is: “I must not have set up my goals or conversion tracking.” But then the realization sinks in: Nope. Ya did. Those goose eggs are real.
And yet, you’ve now spent what – $400+?
So you tweak and tweak and tweak, you call Google and listen to them, then you read books that say whatever you do, DON’T listen to what Google tells you, then you tear your hair out and cry yourself to sleep.
SEO or AdWords – What Google Says You Should Do
Google’s advice will always be to maximize clicks. They want your ads in front of everyone. You’ll get more clicks, but you won’t get more conversions. You’ll get more impressions, but if a conversion comes into the mix, it would be more luck than anything. Why does Google want you to get more (low-quality) clicks? Because it’s PPC! Pay. Per. Click. Of course Google wants you to get more clicks, because you don’t pay them per conversion. They don’t care whether your business succeeds or not, they just want that sweet sweet ad money. Make sense?
SEO or AdWords – What Books Say You Should Do
Books will tell you the opposite. Minimize clicks, but go after higher-quality viewers. This means you’ll spend less money on AdWords, but it still means that you have your work cut out for you to actually get conversions. Funnily enough, Google seems to be so anti punctuation (e.g. Buy Now! or BUY NOW!!!) that if you have two ads in the same rotation, one that’s as boring as dirt and one that you actually tried to haiku into something funny, Google will pick the boring one 90% of the time. Yayyyyyy.
And of course, lest we forget. The second you stop feeding Google money, what few conversions you had will dry up.
SEO Is the Gift That Keeps On Giving
SEO and Content Marketing keep working after you stop. That’s the power. When I do a technical SEO overhaul after a free SEO audit, I can double sales and leads the following month. But that gift keeps giving long after the overhaul is over. I recently added $1,500 in revenue within the first few weeks of doing an SEO overhaul for a client, and those numbers are poised to keep going up for months.
Isn’t it nice to have done something once and have it keep earning for you? Ads in general, and specifically AdWords will never do this. Ever.
SEO and great Content Marketing are the gift that keep on giving. They will keep working for you long after your initial efforts, and they generate far more consistent results than AdWords can.
So maybe it’s blasphemy. Maybe it’s just honest. Maybe Google AdWords used to work in the past but it’s just not that effective anymore. But in my experience, more and more clients are frustrated with the whole thing.
Don’t get me wrong, with a LOT of work and attention to detail, it’s still possible to make AdWords work for you, but it’s rarely, if ever like the Showtime Grill – You can’t just set it and forget it!
To find out what I can do for you, reach out. Let’s decide if SEO or AdWords are the better option for you. The sooner you get the work done, the sooner you’ll reap the benefits.