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SEO and Google Ads: is it worth joining this forces together?

SEO and Google Ads: is it worth joining this forces together?

SEO and Google Ads: is it worth joining this forces together? SEO or Google Ads? Or both? How to combine them with PPC to increase traffic?

When to choose these specific marketing strategies?

When selecting a given marketing strategy that is supposed to help you reach top positions in the search results, you should take a closer look at its components, objectives, ways it impacts your page, benefits it gives you, or things you may expect from individual services.

In today’s blog article, instead of analyzing whether you should choose SEO or Google Ads, we’ll focus on finding the answer to the question “how to effectively combine SEO and Google Ads campaigns?”.

Please note that whenever we state Google Ads we actually mean sponsored links in the Google search engine. The promotional service itself offers various other steps that can help you effectively achieve your business goals.

SEO and PPC: same goal, different paths

Efficiently conducted SEO Munich activities and Google Ads bring similar results. The page is displayed in high positions which makes it easier for its target audience to reach it.

Although the mentioned effect is the same, the way to achieve it is quite different.

Google Ads: quick effects

Google Ads is a Google service that makes it possible to create and optimize online ads addressed to specific groups of recipients. Since this service is paid, you compete for positions with the maximum cost per click and the quality score which affects the display of the ads.

The effects of SEO don’t appear overnight. Google Ads enable reaching top positions for specific phrases right away. Ads campaigns are fully predictable and their results can be diligently measured.

Not like in the case of SEO.

It’s worth noting that Google Ads don’t affect your positions in the organic search results.

For those expecting immediate results over a short time, paid advertising becomes an intuitive/reasonable option. However, as soon as you disable Google Ads, you’ll stop gaining traffic through this channel. Although it takes a bit longer to see the first results of SEO, they’re definitely more long-lasting.

SEO has a direct impact on your positions in the organic search results. PPC helps to build brand recognition and outdo your market rivals at the beginning of your activity.

Google Ads are always displayed above the organic search results (SEO). So, when it comes to highly competitive phrases where top positions are occupied by tycoons or popular new sites, Google Ads remain a highly appealing solution.

CPA and ROAS of your campaigns are 2 factors that are worth paying attention to. In case of extremely competitive phrases, it’s crucial to focus on optimizing the user-friendliness of the website search.

Conduct activities that aim at refining the conversion rate.

SEO: stable traffic that’s worth the wait

SEO involves a series of long-term activities in case which effects are postponed in time. The patient ones should appreciate that this type of campaign allows building foundations for organic traffic.

Which, in the long run, can have a serious advantage over paid traffic. Traffic obtained through SEO is more stable. Moreover, a noticeable group of Internet users is rather wary when it comes to Google Ads.

They benefit from the organic search results that are more natural. SEO activities performed patiently, consistently, make it possible for a website to reach higher positions in the organic search results.

Note that these two strategies aren’t mutually exclusive.

Choosing only one of the available options may be a mistake you’ll pay for in the future. Both local SEO and Google Ads will help you achieve the intended objective.

Expectations of Google’s algorithm

The plan for achieving top positions in the search results should be devised and implemented already when creating the page code.

The increasing awareness of the online store and website owners triggers the emergence of platforms (CMS) that are SEO-friendly. We frequently deal with websites developed a few years ago whose codes make them less attractive.

Then, quality content or valuable link databases may not be enough to reach high positions. It’s worth stressing that Google’s algorithm is constantly modified.

Do you want to respond to the changes relatively early? Google Ads support keywords that are the most important for you and that won’t be displayed on the first page after the update of the algorithm.

SEO and Google Ads: two strategies that complement each other

The right configuration of SEO and PPC guarantees increased effectiveness of marketing activities. To achieve satisfactory results, it’s worth starting both PPC and SEO campaigns.

To ensure synergy and have the entire process under control, it’s a common practice to outsource both activities to one company.

Comprehensive management of marketing activities by one SEO agency makes it possible to introduce matching corrections to both campaigns and modify the website to make it more user-friendly.

Quick results visible in the graphs frequently drive the choice of the PPC strategy. It can bring outstanding effects if your industry is characterized by significant seasonality.

Then, paid campaigns to help you attract interest over a short period of time when the demand for your products increases.

Moreover, paid campaigns increase the probability of users performing specific actions such as subscribing to the newsletter or placing an order. This is particularly convenient for entrepreneurs who aim at improving sales.

What about SEO?

As you may guess, people become customers of websites that inspire trust and are recognizable. SEO translates into organic positions in the search results which significantly affect brand image.

Thanks to it, customers are more willing to finalize transactions and recommend the store to others. This is another argument for combining SEO and PPC.

Data exchange between SEO and PPC is also very useful.

By running PPC campaigns, you gain access to competitive data such as:

  • searched phrases;
  • CTR;
  • the popularity of branded keywords.

On the other hand, SEO data can be used in Search Console to optimize Google Ads campaigns. In numerous cases, store turnover is generated mostly through Google traffic. Therefore, properly conducted SEM campaigns contribute to generating business profits.

Problems with the Google’s algorithm

Google’s algorithm and its subsequent updates clearly indicate that users are the most important. By introducing algorithm changes the Silicon Valley giant forces you to improve the attractiveness of your website.

Well-prepared content distribution that helps users and brings value to their lives and a strong link base. All this can be achieved through SEO activities. Find out more about content tool in this dedicated article.

Complementing the above-mentioned factors with neat UX makes it more likely for you to reach top positions in the search results. The emergence of extra parameters and Google Ads data related to the landing page quality score confirms this information.

Usually, Google campaigns are solutions applied in case of phrases that are ranked in distant positions in the organic search results.

Google Ads won’t improve positions of phrases that are already displayed high. However, if phrases generate a lot of conversions, we suggest running a test.

Check the potential increase in sales, provided that your market rivals occupy higher positions in the organic results.

This article aimed at changing the question “Google Ads or SEO?” to “How to combine these two strategies so that they complement one another?”

A thorough plan combining these solutions will bring the finest results. Both at the beginning of work and in the long run.

Advantages of Google Ads campaigns:

  1. possibility to compete with the greatest tycoons from the very outset;
  2. not being affected by algorithm changes;
  3. quick keyword support after algorithm changes;
  4. efficient remarketing.

Advantages of SEO:

  • organic traffic;
  • long-lasting results;
  • gradual improvement of website traffic;
  • trust in the visited page.

Advantages of SEM – PPC and SEO activities:

  • possibility to use SEO data in Google campaigns and the other way round;
  • effective sales optimization;
  • effective website optimization (SEO and PPC);
  • efficient monitoring of effects;
  • competitive advantage.


Combining SEO and Google Ads campaigns has one major advantage that significantly impacts brand awareness. Starting SEO and PPC activities at the same time continuously helps you mark your presence in the online world.

Due to the fact that SEO results are visible only after some time, it’s a more long-term strategy. It’s possible to scale the PPC campaign budget depending on your objectives.

When trying to make your website more accessible, it’s worth keeping in mind that users are generally divided into two groups that have different objectives.

The first group includes avid shoppers that are comfortable when it comes to clicking on Google Ads, comparing prices, and making purchases.

The other group denotes people preferring the organic search results. They visit first websites displayed below paid ads. Instead of advocating impulsive purchases, they need to encounter the brand a few times before making the final decision.

Consequently, reaching these two groups requires combining SEO and Google Ads.

While building your foundation for organic traffic, take advantage of paid PPC campaigns. Will allow to immediately reach top positions. In the long run, you can give up on sponsored links in order to boost your SEO results.

This solution is a happy medium that builds continuity of your marketing activities. Helps you attract both groups of Internet users. You’ll be able to reduce the PPC budget, while maintaining a satisfactory number of website visits.

Don’t hesitate and contact us, we will be happy to help!

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