Organic Search Vs paid ad on Google. Which One to Opt for?

Organic search Vs paid ad on google? which one to opt for?

When considering organic search versus paid ads on Google, it’s crucial to understand both strategies are integral to a comprehensive digital marketing approach. Here’s an in-depth comparison to guide you:

AspectOrganic SearchPaid Ads (Google Ads)
DefinitionOrganic search refers to the unpaid listings in search engine results pages (SERPs) that are determined by the search engine’s algorithms. It relies on SEO (Search Engine Optimization) to naturally rank high.Paid ads are listings that appear at the top of SERPs because an advertiser has paid for them. They are driven by PPC (Pay-Per-Click) campaigns, where advertisers bid on keywords.
SimilaritiesBoth aim to increase visibility and drive traffic to websites. They are based on keywords and rely heavily on relevance to the user’s search query.Both offer analytics and tracking tools to monitor performance and require a strategic approach to target specific audiences.
DifferencesOrganic search is a long-term strategy. Results grow over time and are more sustainable. It’s influenced by numerous factors like site authority, content quality, and user engagement.Paid ads provide immediate visibility and can be highly targeted. Advertisers have control over the placement and format of their ads.
Pros
  1. 1. Builds credibility and trust.
  2. Cost-effective in the long term.
  3. Higher click-through rates for organic listings. 
  4. Compounds over time – efforts build on themselves. 
  5. Encourages better content and user experience.
  1. 1. Instant visibility.
  2. Easily measurable and adjustable. 
  3. Highly targeted traffic.
  4. Control over ad copy and landing pages.
  5. Useful for testing marketing strategies quickly.
Cons
  1. 1. Takes time to see results.
  2. Requires continuous effort and content creation. 
  3. Algorithm changes can affect rankings.
  4. Hard to predict outcomes.
  5. Limited control over how and when your site appears.
  1. Can get expensive depending on the competition.
  2. Stops when funding stops.
  3. Clicks may not always lead to conversions.
  4. Ad blindness can decrease effectiveness.
  5. Requires constant monitoring and adjustment.

When to Use Paid Ads

Paid ads should be used when:

  1. Launching New Products/Services: To gain instant visibility and drive awareness.
  2. Targeting Specific Keywords: Especially those that are highly competitive in organic search.
  3. Time-Sensitive Promotions: To ensure the promotion gets seen during the limited time frame.
  4. Remarketing: To target users who have already shown interest in your products or services.
  5. To Supplement Organic Efforts: Especially in areas where your organic reach is not strong.
 

CASE STUDY: THE HIGH-FASHION E-RETAILER

Consider a high-fashion e-retailer launching a new line. They already have a robust SEO strategy that brings in substantial organic traffic, but for this launch, they need immediate visibility.

  • Organic Strategy: Continuation of their content marketing with blogs, influencer collaborations, and SEO optimization for the new line.
  • Paid Ads Strategy: We created a PPC campaign targeting high-intent keywords and utilizing display ads to retarget visitors who engaged with the new line but didn’t purchase.

The key to success was the selection of keywords to be targeted. 

High-volume keywords had a high price but were a perfect match.  The company was willing to pay the price.  But in our experience, bidding on a higher price does not mean higher conversation.

On the other hand keyword bidding for a low-volume keyword also will not yield results.

We suggested the ‘long tail keywords’ option and selected the best 10 keywords to bid for.  The keywords were with a purchase intent and had a decent traffic on Google. 

‘long tail keywords’

Result: The paid ads drove immediate traffic and sales, while the organic strategy ensured a sustained interest post-launch, building brand authority and customer loyalty. 

Ultimately, the choice between organic search and paid ads is not binary. A holistic marketing strategy often involves leveraging both to achieve both short-term goals and long-term growth. It’s not about choosing one over the other but understanding when and how to use each effectively in the digital marketing landscape.  

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