I often hear clients say things like, “I don’t need to do Adwords; my SEO is going well already”.
There could be legitimate reasons for this type of objection, such as:
- Your business has reached capacity
- You have hit/exceeded your marketing ‘budget’
When you think about it though, most businesses want to grow. If you are getting a positive return from your marketing spend, and you are able to increase your capacity to deal with the extra leads/sales, why would your budget be limited?
Why Adwords is the Perfect Complement to your SEO
Adwords is Great for Identifying Keyword Opportunities
Did you know that 15% of searches on Google every day are unique?
That means there will be potential customers searching for your products/services using search phrases that will never have never even crossed your mind.
With Adwords, you can use broad, modified broad and phrase matching options to target ads at these ‘unknown’ keywords.
In addition to the 15% of ‘unknown’ keywords, a large percentage of your organic traffic will be passed through to your Analytics as ‘(not provided)’. ‘(not provided)’ is simply the label used for all organic searches where the keyword was not passed through to Google Analytics. As of 1st April 2013, the average percentage of ‘(not provided)’ traffic was 36%. To put it in perspective, if you had 1,000 organic visits to your site last month, then for around 360 of those visits, you have no way of knowing exactly what keywords resulted in those visits.
With Adwords, however, all keyword referrer data is passed through to Analytics.
Once you know what people are searching for, and what is converting into sales, you can apply these findings to your SEO campaign.
Adwords is Fast
SEO takes time. Even if you are ranking well for a number of highly competitive key phrases in your industry, it is virtually impossible to have all bases covered with your website’s content. If you do identify relevant keywords that you are not ranking for (and there could be many), do you really want to wait until the SEO kicks in before you start getting business from those keywords?
Adwords is perfect for getting fast results for non-ranking keywords. You set up the campaign, turn in on, and your Ads will be showing almost instantly.
Adwords gives you Two Bites of the Cherry
There are usually 10 organic listings on the front page of Google, with 3 Ads at the top and approximately 8 Ads down the right-hand side. Throw in news results, image results, shopping results and other similar listings and the number of links on the page soon adds up.
Even if you are already ranking well organically, you aren’t guaranteed a click… even if you are ranking in position 1. To give you the best chance of getting that click when someone searches, you can do 3 things:
- Get as high up on the page as possible
- Improve the look and feel of your listing to boost CTR (click through rate)
- Increase your search engine real estate i.e. the number of listings you have on the page
Most people only focus on point 1 above. A few focus on point 2. Point 3, however, often gets overlooked. With Adwords and SEO working together in harmony, you can have 2 bites of the cherry.
Adwords is Flexible
Just as quickly as you can turn it on, you can turn it off. The flexibility of Adwords means you can quickly make changes that can have a big impact on your business.
Let’s say for example, you sell gift hampers. Mother’s Day is approaching, your warehouse is heavily stocked, and you want to get as much market share as possible around this period to shift that stock. With Google Adwords, you can increase your budget in the weeks leading up to the event, and simply decrease it again once the event has passed.
Adwords is the Perfect Testing Ground
Because of the flexibility of Adwords, you can use it to test out Ad copy and, when used in conjunction with landing pages, you can use Adwords to test out new marketing messages, offers, price points… or whatever else you want to test.
Once you have a good feel for what is working best, this information can be used to improve your SEO campaign even further.
With Adwords, you can Target specific Geographic Locations
One of the best things about Adwords is that you can target specific geographic locations. It is quite common for different locations to have different conversion rates – one location may simply be more competitive than another. With Adwords you can test out that location, and then apply that intelligence to your SEO campaign once you know whether or not it is working.