SEO vs Google Ads for E-commerce: Making Informed Marketing Decisions

With numerous strategies available, it’s essential for e-commerce business owners to choose the most effective channels to drive traffic, increase visibility, and generate conversions. In this article, I will provide the comparison of two prominent online marketing strategies: SEO vs Google Ads. By understanding the benefits, challenges, and considerations associated with each approach, business owners can make informed decisions to maximize their marketing efforts.

Google Ads, formerly known as Google AdWords, is an online advertising platform that allows businesses to display their ads on Google’s search engine results pages (SERPs), Google search partners, websites within the Google Display Network, and YouTube. It operates on a pay-per-click (PPC) model, where advertisers bid on specific keywords to display their ads to relevant users.

Google Search Ad

With its immense popularity and trust, Google reigns as the world’s most favored search engine. It’s no wonder that 63% of people choose to click on Google ads. In comparison, only 15% opt for Amazon ads, 9% for YouTube, and a mere 6% for Bing.

Source of data: Clutch

Google Ads offers various campaign types, including Search, Display, Shopping, Video and many others. Each campaign type caters to different marketing objectives and allows businesses to target their audience based on keywords, demographics, and user behavior. 

Watch the short video below to understand what Google Shopping Ads are, where they’ll show up, and how to get started:

You can also learn more about Google Ads here.

Google PPC Ads is an excellent option for e-commerce to drive targeted traffic and maximize their online visibility. Specifically, Google PPC Ads are ideal for:

1. Newly launched businesses: If you’ve recently established your online store and need immediate leads and sales, Google PPC Ads can provide an instant boost to your visibility and start generating traffic right from the moment your campaigns go live. Google Ads is capable of delivering an astounding 800% return on investment (ROI), resulting in $8 earned for every $1 spent.
2. Businesses targeting specific geographic areas: For online stores that cater to specific regions or locations, Google PPC Ads allow you to target your ads precisely to reach potential customers in those areas. This is particularly beneficial for e-commerce businesses that don’t have a physical presence in every location they serve.
3. Businesses in highly competitive industries: Some industries, such as fashion, electronics, or beauty, are highly competitive in the online space. In such cases, relying solely on organic rankings through SEO might be challenging. Google PPC Ads enable you to quickly gain a prominent position on search engine results pages, ensuring visibility and driving traffic despite the intense competition.
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   Google Shopping Tab

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4. Seasonal promotions and limited-time offers: E-commerce businesses often run seasonal promotions, flash sales, or limited-time offers. Google PPC Ads allow you to create targeted campaigns to capture the attention of potential customers during these time-sensitive periods.
5. Businesses with a diverse product range: If your online store offers a wide range of products, Google PPC Ads provide the flexibility to create specific campaigns targeting different product categories or customer segments. This targeted approach ensures that your ads are shown to the most relevant audience, increasing the likelihood of conversions.

SEO, short for Search Engine Optimization, entails achieving organic rankings on search engines such as Google. Unlike paid advertising, when a user conducts a search and clicks on your website, there is no direct cost involved.

This strategy focuses on optimizing a website to improve its organic visibility on search engine results pages. It involves various elements, including keyword research, on-page optimization, off-page optimization, and technical optimizations. 

Google’s ranking algorithm considers a comprehensive range of 200+ factors, such as content quality, backlinks, page load time,mobile-friendliness, etc. to determine search result placements.

There are also some sneaky details needed to be considered — for example, over-optimization is a bad sign and it can hurt your site rankings. In short, SEO is a huge amount of work.

Here are the key scenarios where SEO is the best option for e-commerce:

1. Established businesses: If your online store has been operating for some time and you have already built a solid foundation, investing in SEO can further strengthen your online presence. By optimizing your website, content, and technical aspects, you can improve your organic rankings and sustain a steady flow of targeted traffic.
2. Businesses with a niche or specialized product offering: SEO allows you to focus on specific keywords and target a niche audience interested in your unique product offering. By honing in on relevant keywords and optimizing your website accordingly, you can attract highly qualified organic traffic, leading to increased conversions and customer engagement.
3. Long-term growth and sustainable results: SEO is a continuous effort that yields long-term benefits. If you prioritize sustainable growth and want to establish a solid foundation for your e-commerce business, investing in SEO is the ideal choice.
4. Businesses with limited advertising budgets: Compared to paid advertising channels, SEO is relatively cost-effective in the long run. If you have budget constraints but still want to maximize your online presence, investing in SEO can provide a higher return on investment over time, as you reduce dependence on paid campaigns and focus on organic visibility.

To make informed marketing decisions, it’s crucial to compare Google Ads and SEO based on various factors:

Google Ads offers immediate visibility but comes with costs. Advertisers need to determine their budget based on their marketing goals and industry competition. It’s recommended to start with a smaller budget initially, analyze the results, and gradually increase investment based on performance.

On the other hand, SEO requires an investment of time and resources upfront. While it may take longer to see significant results, the long-term benefits and sustained organic traffic make it a cost-effective approach. Allocating a portion of the marketing budget to SEO activities, such as content creation and link building, is a prudent strategy for e-commerce businesses.

Google Ads provides instant visibility and immediate website traffic. Once a campaign is launched, businesses can expect to see results within hours or even minutes. This makes Google Ads an ideal choice when time-sensitive promotions or product launches are involved.

SEO, however, is a long-term strategy. It takes time for search engines to crawl and index web pages, and consistent effort is required to optimize various aspects of a website. It’s important to set realistic expectations and understand that significant improvements in organic rankings and traffic may take several months. Patience and persistence are key when implementing an SEO strategy for e-commerce.

Google Ads offers precise targeting options, allowing businesses to reach specific audiences based on keywords, demographics, and user behavior. This level of targeting ensures that ads are displayed to potential customers who are actively searching for relevant products or services. It’s crucial to understand the target audience and align targeting parameters with the business’s goals.

On the other hand, SEO provides a broad reach by targeting relevant keywords and optimizing website content. While the reach may not be as precise as Google Ads, ranking organically for a wide range of relevant keywords can drive consistent and sustained traffic to the website. It’s important to strike a balance between targeted Google Ads campaigns and broader organic reach through SEO.

Here are briefly the main differences between the two options:

While Google Ads and SEO are distinct strategies, they can complement each other when implemented together. By aligning keywords and messaging across Google Ads campaigns and SEO efforts, businesses can create a cohesive marketing approach that reinforces their brand and increases overall visibility. This integrated approach allows for maximum exposure and improved chances of conversions.

Considering the complexities and time investment required for effective Google Ads and SEO campaigns, it’s highly recommended for e-commerce businesses to partner with experienced digital marketing agencies. These agencies possess the knowledge, expertise, and tools necessary to maximize results and minimize wasted resources. Working with professionals saves time and money in the long run, ensuring that marketing efforts are strategic, targeted, and effective.

Achieving e-commerce success involves understanding the dynamics of SEO vs PPC and the unique roles they play in driving online growth. Ultimately, a tailored approach that combines the strengths of Google Ads and SEO will yield the best outcomes for e-commerce businesses in today’s competitive online landscape.

Visit our eCommerce PPC library for more valuable insights.

If you have any questions regarding Google Ads or SEO for your business, feel free to contact us.