It is practically impossible to find someone today who has internet access and has never used Google to search for information about a topic or product. This reality has profoundly impacted the purchasing decision process.
Now, before hiring a service or purchasing a product, consumers have access to information about various brands and companies. In other words, the purchasing decision process now allows consumers greater autonomy to choose the best option in the market without needing to go to a physical store or contact a representative.
Precisely because it influences consumer decisions so much, Google has become an indispensable platform for brands that advertise online. To reach the right audience at the right time – when they have already identified the need for a product and are searching for it – Google is the most direct way.
Organic Search
There are two ways to stand out in Google's ranking: as a paid ad or by rising organically through the optimization of the brand's website. Organic search selects results based on the relevance of the site's content in relation to the term typed in the search bar.
To position a brand's site among the top results, there is a set of optimization techniques, known in English as Search Engine Optimization (SEO), which includes strategies in website development and the creation of relevant content to feed it.
SEO should be a constant concern for brands that have websites and want to see them among the top results organically. It is necessary to pay attention to changes in Google's algorithms and always improve and create content that adds value and attracts consumers.
We previously mentioned that there were two ways to appear in Google's top results. An SEO effort generates long-term results and requires a significant investment, while the second path yields faster results and requires less investment.
Paid Links
Another way to achieve a good position in Google's ranking is through paid links. Basically, paid links are ads that follow the Cost Per Click (CPC) model. The advertiser chooses keywords to sponsor, meaning that when they are typed, the advertiser's link will appear prominently on Google's page, and payment is made based on the number of clicks the link receives.
However, the cost per click varies greatly depending on the competition for that keyword. This is where the help of a specialist makes all the difference – determining which keywords will yield the best return is not an easy task.
The differences between the two options are significant, and it is up to each brand to evaluate its goals to define the best advertising strategy on Google. With the support of a competent agency, either option can deliver surprising results.
Advertise on Google with Kaizen
Kaizen has the Google Partners badge, an honor granted to agencies that demonstrate mastery of Adwords, Google's advertising platform. We can boost your business online, contact us to find out how!