Search Engine Advertising: What it is, how it works, and why you need it


Search Engine Advertising: What it is, how it works, and why you need it

Search engine advertising can be a tricky process to wrap your head around. Nevertheless, for the right brands, it can be incredibly lucrative. If this is a struggle you’re currently facing, the team here at VerriBerri are well-equipped to help you climb the search engine results page (SERP.) With over 13 years of experience in the digital marketing space, you can have confidence in our services. 

Since entering the market in 2009, VerriBerri have experienced some extreme highs. We have been fortunate enough to work alongside some great start-ups, in addition to a number of multi-national conglomerates too. Further, we have also been awarded many accolades during our time too. This paired with our glowing reviews, we believe proves testament to our credibility. 

What is search engine advertising?

Search engine advertising is another word for PPC (pay per click) and falls under the umbrella of search engine marketing (SEM). Essentially, this technique is used by businesses to improve their visibility on Google, helping to drive traffic to their website. 

SEO agency Maldon, Essex

When you Google near enough anything, the first few options you see are usually ads. In a nutshell, this is what PPC is. Businesses pay for their position and every time someone clicks through, the brand faces a small charge. Beyond this, PPC also extends into display advertisement too. This is where an organisation pays to have an advert running on the side of a certain webpage.

As part of this process, it’s important that you’re able to gain insight into what it is that your consumers are searching for. Performing in-depth keyword analysis is important and can tell you the most searched for keywords you may want to include within your PPC campaign. Once a list has been determined, you can then put this into practise.

What is search engine optimisation?

Search engine optimisation, better known as SEO, is another form of SEM. This involves making positive changes to your website to improve the end-user experience. In doing so, you’re able to better align your site with Googles algorithm. 

As a search engine, Google’s main priority is keeping their users happy. For them to do this, it’s vital they are able to differentiate between good websites and the poor ones. Characteristics such as a fast-loading speed help you stand out to Google. The better your website, the higher you will rank under search terms that relate to your industry. 

Although this process may seem simple on the surface, there are many layers to SEO. Google have a whole host of characteristics they are on the lookout for; however, these are never published for anyone outside of the organisation to see. This would of course defeat the whole object of their algorithm. With this in mind, it’s important you have the combined experience of a professional team behind you. 

How do they differ? Which is better?

Now you have a better understanding of your search marketing options, you’re probably wondering which one is better. 

One of the key differences between the two techniques is their approach. Search engine optimisation is an organic method meaning that there are no direct costs involved. Having said this, there are in-direct costs associated, hiring an agency for example. Meanwhile, PPC is non-organic and will incur regular costs. 

Search engine advertising is a great way to see results quickly. For those of you who are looking for an immediate pick me up, this is certainly the way to go. However, whilst SEO may take a longer to set up, it offers far better prospects in terms of long-term strategy.

When you stop paying for PPC, you lose your position at the top and just like that, your results will come to a hard stop. When you stop investing time in SEO, however, your results will lessen slowly over time (as opposed to halting immediately.)

stats for business development on whiteboard

In terms of your reputation, SEO can really help you to build authority within your market. People tend to think that if you’re the top-ranking website, Google must have done their due diligence and you must be trustworthy. Just like that, your brand has gained credibility. Comparatively, people are becoming less and less willing to click on adverts. Whilst this technique is definitely still successful, it really does depend on what you’re looking to achieve. 

Which should I choose?

Just like no two businesses are ever the same, neither should your marketing strategies be. Just because your competitors are putting their budget into PPC, doesn’t mean you have too, and vice versa.

Realistically, the route you take with your SEM is going to depend on what it is that you want to gain. If all you are looking for is a quick boost in footfall, search engine advertising is certainly the way to go. However, if you are willing to be patient with your results in return for multiple benefits, SEO is likely going to bring you more value. 

Do I really need a marketing agency?

The above question is one that many businesses ask and after the last 24 months, it’s only natural that you’re looking for ways to keep costs low. This being said, when it comes to SEO and PPC, a team of professionals really is a must-have!

Whilst it is possible for a business to run and manage their own PPC campaigns, this process can become complicated very quickly. Knowing where to start is often one of the hardest hurdles to overcome. If you don’t know a lot about keywords, you’re certainly going to struggle.

As we touched on earlier, SEO requires years of experience to get right. In fact, it’s never advisable for any non-professional to attempt this off their own backs. Your site health is fragile, and one mistake could cause irreversible damage. 

Contact us!

Interested in getting the ball rolling with search engine advertising for your business? Keen to know more about organic SEO? Not quite sure where to go from here? Our professionals are more than happy to guide you through the next steps in the process. For help and guidance with your digital strategy, get in touch today by clicking here!