Keyword advertising, also known as SEA (Search Engine Advertising), refers to text-based advertising in search engines. By advertising on Google, you reach customers when they are searching for your service or product.
Every company should invest in keyword advertising because it can practically guarantee round-the-clock visibility on Google. Naturally, this helps to increase brand awareness and accelerate sales.
In this article, we will explain in more detail why you should engage in keyword advertising, how you can advertise more effectively on Google, and what keyword advertising costs when outsourcing and doing it yourself.
How does keyword advertising (advertising on Google) differ from search engine optimization?
Search engine marketing, or SEM, consists of search engine optimization, or SEO (Search Engine Optimization), and keyword advertising, or SEA (Search Engine Advertising).
These terms are sometimes confused with each other, and their connection to each other is not always understood. Contrary to what some may think, neither keyword advertising nor search engine optimization should be pursued alone.
Search engine marketing, or SEM, includes a set of methods and strategies to increase the visibility of a website in search engines, increase brand awareness, and grow sales of a product or service. These are the goals of both search engine optimization and advertising on Google, but the ways in which these are achieved differ from each other.
Search engine optimization, or SEO, refers to activities carried out on a website that improve its organic or natural search engine ranking over the long term and without investing any money in advertising. This can cover everything from improving the technical structure to content and building links. Search engine optimization can yield excellent search engine visibility results, especially with lower volume search terms that are not too competitive.
Keyword advertising, or SEA, is advertising where a website is made to appear above organic search results. In keyword advertising, the ads are always text ads. The most common place for keyword advertising is Google, which is why we talk about keyword advertising and Google advertising synonymously.
Keyword advertising is the best choice when targeting search terms that have high monthly search volumes and several authoritative websites competing for them. In this case, search engine optimization can be too slow to yield results and may even be ineffective.
In practice, if you want the best possible visibility and many clicks for your Google ads, it requires a successful keyword analysis. If you want the customers who clicked on your ad to also purchase your product or service, your website must be optimized for conversions before advertising on Google. Once you have reached the point where keyword advertising is yielding results, the results must be regularly analyzed and developed.
For these reasons, you should advertise on Google
1. You reach potential customers at the right time
Often, the first place people look for information, products, and services is Google. Keyword ads catch the attention of users who are searching for information and/or a solution to their problem, and therefore interested in the company offering it.
In addition to reaching people in your area at the right time, i.e., during the information search phase and later when they are ready to buy, keyword advertising also helps increase brand awareness and make your product or service a familiar and safe choice for customers.
2. You can target Google advertising effectively
Google's text ads can be targeted precisely to exact groups. This ensures that your desired target group or groups see your ads. With accurate targeting, money invested in advertising is not wasted, and keyword advertising produces certain results. This, of course, also requires that you can create attractive ads and that your website is in order (barriers to purchase are removed).
Keyword ads can be optimized by keywords, location, target audience, interests, age, days and times, or devices used for searching. For instance, ads can be shown only to locals or those who have previously visited a home page or online shop.
3. You can control costs
In keyword advertising, the budget is entirely up to the advertiser or the business to decide, modify, and manage. You can control costs in detail, or set a fixed daily maximum for the campaign.
You can always adjust the budget based on ad performance and pause or stop campaigns whenever you want. If you find an ad that works more effectively, you can invest more in it and less in others.
Also, in keyword advertising, you only pay Google for actual results, i.e., clicks.
4. Results can be tracked and developed
The biggest advantage of advertising on Google is that the results are 100% measurable. And when you can analyze the results precisely, it's possible to continuously improve them.
By following and utilizing data with Google's tools (e.g., Google Analytics), you can determine what works in your keyword advertising and what to do more of, and conversely, what doesn't work. With the right tools, keyword advertising results can be developed with each new campaign.
Moreover, results can be seen and improved shortly after starting advertising, not just after a couple of months.
5. Results come quickly and much faster than through optimization
We emphasize that if you want to be visible in search engines even without advertising, you need to invest in search engine optimization. However, keyword advertising can bring your company to the top of the search results much quicker than optimization. Advertising on Google brings almost immediate results, i.e., several potential customers to the website.
Which yields more results, advertising on Google or search engine optimization?
Both search engine optimization and keyword advertising, when done correctly, yield good results. However, keyword advertising may require search engine optimization to be effective.
Due to the requirements that Google sets for websites, the effectiveness of keyword advertising improves, and the price of ads decreases when your site is optimized for search engines. Conversely, if the site does not meet these criteria, the ads will not achieve the best possible visibility, even if you put in more money than your competitors.
For these reasons alone, it is worth considering search engine optimization in addition to advertising. Un-optimized home pages or online stores tend to drive away most potential customers as soon as they land on the site.
Common causes of visitor loss include too long loading times, low-quality or uninteresting content, a confusing structure, or an outdated website. Even if ads get many clicks and bring people to the website, sales won't happen because nobody simply wants to use a poorly functioning site. In this case, customers will turn to your competitor.
Therefore, optimizing the website for search engines and conversion optimization are an essential part of keyword advertising whenever an entrepreneur wants to make advertising a truly productive and cost-effective way to grow.
On the other hand, advertising on Google can effectively bring people to new websites when a new home page or online shop has not yet achieved visibility through search engine optimization. In such cases, keyword advertising is recommended, assuming that the website is technically sound and sales-driven.
If there are deficiencies in your site, getting professional help with search engine optimization is advisable. Next, let's look at the cost of advertising on Google.
Outsourcing keyword advertising costs
When you outsource the planning and execution of keyword advertising to a professional, the price is influenced by several factors. The most common are the working hours spent and the number of results (clicks). Individual operational methods and pricing models of advertising agencies create differences in price.
At the beginning of the collaboration, the cost of advertising on Google may be determined by how much groundwork the company has ready. If the implementation of advertising continues from an effective realization, starting keyword advertising often does not cost much.
Outsourcing also covers reporting and customer meetings, which at Digitoimisto Growly are included in keyword advertising prices monthly. In more demanding projects or at the customer's request, reporting and meetings can be conducted more frequently.
The price of keyword advertising also depends on how many different ad groups, campaigns, and keywords to be used the client company has in total. When keyword advertising is implemented on a larger scale and with bigger goals, the working time and cost of advertising also increase.
However, good results can be achieved with Google advertising even with a smaller investment. For instance, at Growly, the price for keyword advertising usually ranges between 399-1299 €.
If the collaboration starts from advertising planning, or if the website first needs actions such as search engine optimization or conversion optimization to improve advertising effectiveness, costs naturally increase. When later maintaining and developing advertising monthly, costs are considerably more moderate.
However, do not bypass search engine optimization out of fear of costs, because if you jump straight to keyword advertising, the ads will run inefficiently, and money will be wasted. The best possible results from keyword advertising are obtained when search engine and conversion optimization are done as a foundation.
The cost of clicks in Google text ads
In keyword advertising, Google charges for clicks, so the entrepreneur only pays for actual results. The price of these results also depends on a couple of things.
Since Google's pricing works like an auction, the more intense the competition for the used keyword is, the more the clicks will cost.
Depending on the competition, the click price of different keywords can vary quite significantly. For example, the average click price for an online store entrepreneur may be a few tens of cents, but for an accounting firm, a click could already cost close to ten euros.
In addition to the competition, the price paid for clicks is determined by Google's quality scores. The better your ads and website are and the higher your ad click-through rate is, the better the quality scores you get. You pay more for keyword advertising if your website and ads are poorly executed.
When determining scores, the search engine considers how quality the ads are, how relevant they are in relation to the website or landing page, and the condition of the website (is it user-friendly).
If one of these pieces is missing, advertising on Google can become quite expensive, and the results are not guaranteed. When outsourcing advertising, the ideal partner can explain to the client why effective keyword advertising involves much more than just advertising, such as refining the website to be user-friendly. This saves the client time and money.
Summary of keyword advertising/advertising on Google
Keyword advertising allows you to target ads to those potential customers who are ready to receive the information and solution you offer, i.e., to buy your company's products or services either at the moment of search or later when it becomes relevant.
Advertising on Google is very fast and cost-effective, which is why every entrepreneur should take advantage of it in their marketing.
Although keyword advertising is a great way to direct potential customers to the website, other factors must also be met in order to make it as productive as possible. The most important thing is to optimize the home page or online store primarily for customers and also for search engines.
Since keyword advertising is somewhat technical and quite demanding, it should be left to a skilled and experienced partner. We carry out Google advertising that generates certain results for our clients. However, nothing stops you from advertising on Google yourself.
If you feel you need help starting advertising or that there is room for improvement in your current strategy, book a time for a free consultation.
During a relaxed meeting, we will look through your growth targets together and how to achieve them within your budget.
Also, get to know Digitoimisto Growly's client reviews.
Keyword advertising, also known as SEA (Search Engine Advertising), refers to text-based advertising in search engines. By advertising on Google, you reach customers when they are searching for your service or product.
Every company should invest in keyword advertising because it can practically guarantee round-the-clock visibility on Google. Naturally, this helps to increase brand awareness and accelerate sales.
In this article, we will explain in more detail why you should engage in keyword advertising, how you can advertise more effectively on Google, and what keyword advertising costs when outsourcing and doing it yourself.
How does keyword advertising (advertising on Google) differ from search engine optimization?
Search engine marketing, or SEM, consists of search engine optimization, or SEO (Search Engine Optimization), and keyword advertising, or SEA (Search Engine Advertising).
These terms are sometimes confused with each other, and their connection to each other is not always understood. Contrary to what some may think, neither keyword advertising nor search engine optimization should be pursued alone.
Search engine marketing, or SEM, includes a set of methods and strategies to increase the visibility of a website in search engines, increase brand awareness, and grow sales of a product or service. These are the goals of both search engine optimization and advertising on Google, but the ways in which these are achieved differ from each other.
Search engine optimization, or SEO, refers to activities carried out on a website that improve its organic or natural search engine ranking over the long term and without investing any money in advertising. This can cover everything from improving the technical structure to content and building links. Search engine optimization can yield excellent search engine visibility results, especially with lower volume search terms that are not too competitive.
Keyword advertising, or SEA, is advertising where a website is made to appear above organic search results. In keyword advertising, the ads are always text ads. The most common place for keyword advertising is Google, which is why we talk about keyword advertising and Google advertising synonymously.
Keyword advertising is the best choice when targeting search terms that have high monthly search volumes and several authoritative websites competing for them. In this case, search engine optimization can be too slow to yield results and may even be ineffective.
In practice, if you want the best possible visibility and many clicks for your Google ads, it requires a successful keyword analysis. If you want the customers who clicked on your ad to also purchase your product or service, your website must be optimized for conversions before advertising on Google. Once you have reached the point where keyword advertising is yielding results, the results must be regularly analyzed and developed.
For these reasons, you should advertise on Google
1. You reach potential customers at the right time
Often, the first place people look for information, products, and services is Google. Keyword ads catch the attention of users who are searching for information and/or a solution to their problem, and therefore interested in the company offering it.
In addition to reaching people in your area at the right time, i.e., during the information search phase and later when they are ready to buy, keyword advertising also helps increase brand awareness and make your product or service a familiar and safe choice for customers.
2. You can target Google advertising effectively
Google's text ads can be targeted precisely to exact groups. This ensures that your desired target group or groups see your ads. With accurate targeting, money invested in advertising is not wasted, and keyword advertising produces certain results. This, of course, also requires that you can create attractive ads and that your website is in order (barriers to purchase are removed).
Keyword ads can be optimized by keywords, location, target audience, interests, age, days and times, or devices used for searching. For instance, ads can be shown only to locals or those who have previously visited a home page or online shop.
3. You can control costs
In keyword advertising, the budget is entirely up to the advertiser or the business to decide, modify, and manage. You can control costs in detail, or set a fixed daily maximum for the campaign.
You can always adjust the budget based on ad performance and pause or stop campaigns whenever you want. If you find an ad that works more effectively, you can invest more in it and less in others.
Also, in keyword advertising, you only pay Google for actual results, i.e., clicks.
4. Results can be tracked and developed
The biggest advantage of advertising on Google is that the results are 100% measurable. And when you can analyze the results precisely, it's possible to continuously improve them.
By following and utilizing data with Google's tools (e.g., Google Analytics), you can determine what works in your keyword advertising and what to do more of, and conversely, what doesn't work. With the right tools, keyword advertising results can be developed with each new campaign.
Moreover, results can be seen and improved shortly after starting advertising, not just after a couple of months.
5. Results come quickly and much faster than through optimization
We emphasize that if you want to be visible in search engines even without advertising, you need to invest in search engine optimization. However, keyword advertising can bring your company to the top of the search results much quicker than optimization. Advertising on Google brings almost immediate results, i.e., several potential customers to the website.
Which yields more results, advertising on Google or search engine optimization?
Both search engine optimization and keyword advertising, when done correctly, yield good results. However, keyword advertising may require search engine optimization to be effective.
Due to the requirements that Google sets for websites, the effectiveness of keyword advertising improves, and the price of ads decreases when your site is optimized for search engines. Conversely, if the site does not meet these criteria, the ads will not achieve the best possible visibility, even if you put in more money than your competitors.
For these reasons alone, it is worth considering search engine optimization in addition to advertising. Un-optimized home pages or online stores tend to drive away most potential customers as soon as they land on the site.
Common causes of visitor loss include too long loading times, low-quality or uninteresting content, a confusing structure, or an outdated website. Even if ads get many clicks and bring people to the website, sales won't happen because nobody simply wants to use a poorly functioning site. In this case, customers will turn to your competitor.
Therefore, optimizing the website for search engines and conversion optimization are an essential part of keyword advertising whenever an entrepreneur wants to make advertising a truly productive and cost-effective way to grow.
On the other hand, advertising on Google can effectively bring people to new websites when a new home page or online shop has not yet achieved visibility through search engine optimization. In such cases, keyword advertising is recommended, assuming that the website is technically sound and sales-driven.
If there are deficiencies in your site, getting professional help with search engine optimization is advisable. Next, let's look at the cost of advertising on Google.
Outsourcing keyword advertising costs
When you outsource the planning and execution of keyword advertising to a professional, the price is influenced by several factors. The most common are the working hours spent and the number of results (clicks). Individual operational methods and pricing models of advertising agencies create differences in price.
At the beginning of the collaboration, the cost of advertising on Google may be determined by how much groundwork the company has ready. If the implementation of advertising continues from an effective realization, starting keyword advertising often does not cost much.
Outsourcing also covers reporting and customer meetings, which at Digitoimisto Growly are included in keyword advertising prices monthly. In more demanding projects or at the customer's request, reporting and meetings can be conducted more frequently.
The price of keyword advertising also depends on how many different ad groups, campaigns, and keywords to be used the client company has in total. When keyword advertising is implemented on a larger scale and with bigger goals, the working time and cost of advertising also increase.
However, good results can be achieved with Google advertising even with a smaller investment. For instance, at Growly, the price for keyword advertising usually ranges between 399-1299 €.
If the collaboration starts from advertising planning, or if the website first needs actions such as search engine optimization or conversion optimization to improve advertising effectiveness, costs naturally increase. When later maintaining and developing advertising monthly, costs are considerably more moderate.
However, do not bypass search engine optimization out of fear of costs, because if you jump straight to keyword advertising, the ads will run inefficiently, and money will be wasted. The best possible results from keyword advertising are obtained when search engine and conversion optimization are done as a foundation.
The cost of clicks in Google text ads
In keyword advertising, Google charges for clicks, so the entrepreneur only pays for actual results. The price of these results also depends on a couple of things.
Since Google's pricing works like an auction, the more intense the competition for the used keyword is, the more the clicks will cost.
Depending on the competition, the click price of different keywords can vary quite significantly. For example, the average click price for an online store entrepreneur may be a few tens of cents, but for an accounting firm, a click could already cost close to ten euros.
In addition to the competition, the price paid for clicks is determined by Google's quality scores. The better your ads and website are and the higher your ad click-through rate is, the better the quality scores you get. You pay more for keyword advertising if your website and ads are poorly executed.
When determining scores, the search engine considers how quality the ads are, how relevant they are in relation to the website or landing page, and the condition of the website (is it user-friendly).
If one of these pieces is missing, advertising on Google can become quite expensive, and the results are not guaranteed. When outsourcing advertising, the ideal partner can explain to the client why effective keyword advertising involves much more than just advertising, such as refining the website to be user-friendly. This saves the client time and money.
Summary of keyword advertising/advertising on Google
Keyword advertising allows you to target ads to those potential customers who are ready to receive the information and solution you offer, i.e., to buy your company's products or services either at the moment of search or later when it becomes relevant.
Advertising on Google is very fast and cost-effective, which is why every entrepreneur should take advantage of it in their marketing.
Although keyword advertising is a great way to direct potential customers to the website, other factors must also be met in order to make it as productive as possible. The most important thing is to optimize the home page or online store primarily for customers and also for search engines.
Since keyword advertising is somewhat technical and quite demanding, it should be left to a skilled and experienced partner. We carry out Google advertising that generates certain results for our clients. However, nothing stops you from advertising on Google yourself.
If you feel you need help starting advertising or that there is room for improvement in your current strategy, book a time for a free consultation.
During a relaxed meeting, we will look through your growth targets together and how to achieve them within your budget.
Also, get to know Digitoimisto Growly's client reviews.