May 5, 2019

Google AdWords and SEO – pros and cons

Leading in search results is the dream of every entrepreneur. The thing is – to achieve success – it is not enough to ensure the quality of services offered. On the Internet, the one who makes a profit is the one who can stand out. And so, while some focus on positioning, others opt to put their ads in visible places.

The key to triumph is often a combination of both solutions. And all this so that a given business can stand on the Internet, attracting as many recipients as possible. That is why it is good to know the strengths and weaknesses of Google AdWords and SEO.

Where to begin?

An action plan should be prepared. Clients should think about what the real goal they intend to pursue is. At the same time, they must be aware of the company's position in the market. First of all, it is necessary to check on which page in the search engine the company's website appears. If further than on the second, there is nothing to wait for: it is time to change it.

The first step should be the selection and review of key phrases. The Google AdWords campaign is helpful here. Like a sieve, it selects the right keywords - those on which positioning should be based. Importantly, applying those actions is not the only thing to do. Monitoring the results is necessary here.

Google AdWords

The strength of Google AdWords is that it gets to the selected target group very quickly and effectively. That is because sponsored links are seen by those who are directly interested in a given industry. The whole thing is based on payment for each click on the ad. The upside is that you can easily control your expenses so your costs will never be higher than the amount you set. The thing is, budget limits mean that after running out of daily funds, your ad will no longer be visible.

At the same time, it’s worth noting that you only need to log in to AdWords to gain access to many reports which make controlling the entire campaign possible. Another advantage is the so-called remarketing. Thanks to it, a customer who has already visited the company's website once is still encouraged to do so.

On the other hand, the weak side of Google Adwords is the high cost of advertising - up to €1.15 per click. Unless the customer is able to spend up to tens of thousands of euros on the promotion - then these costs decrease. A serious disadvantage is the common lack of trust in this type of advertising - sponsored links are what Internet users often try to avoid.


SEO allows you to elevate a website to the highest position in the search engine. The main advantage - as opposed to Google AdWords - is the absence of charges for each click.

However, you have to wait for the effects - usually around a dozen or so weeks. During this time it is necessary to include content marketing. Systematicity is key here. Without regular actions, positive results are too much to hope for. At the same time, there is no certainty that a specific phrase will appear on the first page.

It is worth to take care of every detail

Both solutions are desired by marketing agency clients - they can be excellent sales drives. However, for this to happen, the entire campaign must be carried out with attention to every detail. Key phrases are undoubtedly one of them. And regularity and conscientiousness will eventually bring long-term effects - they will attract new customers and help retain the present ones.