The Strategic Advantage of Google Ads Before SEO: A Key to Early Confidence in Digital Marketing

A Graph from Google Search Console Showing the Website Data

In the intricate world of digital marketing, the strategic deployment of resources can make a significant difference, especially for those new to this domain. Today, I want to explore why we often recommend beginners in digital marketing to start with Google Ads before venturing into the complexities of SEO.

Immediate ROI with Google Ads: Building Initial Confidence

For newcomers to digital marketing, seeing quick results is crucial for building confidence in digital strategies and in the agency handling their marketing. This is where PPC (Pay-Per-Click) advertising, particularly Google Ads, plays a pivotal role. Unlike SEO, which is a long-term game, Google Ads offers immediate visibility and quicker ROI. This early success is essential not only for tangible business results but also for establishing trust and credibility in the digital marketing process.

The Misunderstood Path of SEO Success

Contrast this with SEO, often perceived through the lens of immediate success, as depicted in a Search Console Graph with soaring organic traffic. However, the truth is much more nuanced. For instance, when working with a client whose organic traffic was stagnant, a significant investment in SEO — optimizing pages, crafting content, and building strategic links — was necessary. Initially, the growth was slow and almost imperceptible.

But, as with all good things, patience paid off. Come a pivotal moment in November, the organic traffic didn’t just improve; it exploded, increasing by nearly 400% year-over-year and maintaining high levels post-holiday season.

The Rewarding Journey of SEO

This journey with SEO was a testament to perseverance. In 2023, our client witnessed a staggering 5x ROI on their SEO investment, predominantly in non-branded organic traffic. This wasn’t just a victory; it was a revelation of the power of SEO.

Innovative Sales Attribution in SEO

A critical aspect of this success was being able to link non-branded SEO traffic to actual sales. By marrying GA4 and Search Console data, I developed a method to estimate sales from SEO efforts, providing a clear picture of ROI down to the keyword level.

Combining Search Console and GA4 Data to Assign Actual Sales Amounts to Organic Keywords

Digital Marketing: A Balanced Approach

At Optidge, we embrace both the immediate impact of PPC and the long-term benefits of SEO. Starting with PPC allows clients to gain early confidence in digital marketing and in our agency’s capabilities. Once this trust is established, they are more open to investing in the longer-term and often more fruitful endeavor of SEO.

Contact Us