It's virtually impossible to find someone today who has internet access and has never used Google to search for information on a topic or product. This reality has profoundly impacted the purchasing decision process.
Now, before contracting a service or purchasing a product, consumers have access to information about various brands and companies. In other words, the purchasing decision process now offers consumers greater autonomy to choose the best option on the market without having to go to a physical store or contact a representative.
Precisely because it so influences consumer decisions, Google has become an indispensable platform for brands advertising online. To reach the right audience at the right time—when they've already identified a need for the product and are searching for it—Google is the most direct way.
organic search
There are two ways to rank higher on Google: through paid advertising or by organically improving your brand's website. Organic search selects results based on the relevance of the website's content to the search term.
To position a brand's website among the first results, there is a set of optimization techniques, called Search Engine Optimization (SEO), which includes strategies for developing the website and creating relevant content to feed it.
SEO should be a constant concern for brands that have websites and want to see them among the top organic results. It's important to stay aware of changes in Google's algorithms and constantly improve and develop content that adds value and attracts consumers.
We previously mentioned that there are two ways to appear in Google's top results. One SEO approach yields long-term results and requires a significant investment, while the second approach yields faster results and requires less investment.
Sponsored links
Another way to get well positioned in Google's ranking is through sponsored linksBasically, sponsored links are paid ads that follow the Cost Per Click (CPC) rule. The advertiser chooses keywords to sponsor; that is, when they are typed, the advertiser's link will appear prominently on the Google page, and payment is made based on the number of clicks the link receives.
The value of a click, however, varies greatly depending on the competition for that keyword. This is where expert assistance begins to make all the difference – knowing which keywords will yield the best return is no easy task.
The differences between the two options are significant, and it's up to each individual to evaluate their brand and campaign objective to determine the best Google advertising strategy. With the support of a competent agency, either option can deliver impressive results.
Advertise on Google with Kaizen
Kaizen holds the Google Partners seal, an honor granted to agencies that demonstrate mastery of AdWords, Google's advertising platform. We can boost your business online; contact us to learn how!
