Ever since the digital revolution of the mid-2000s, the savviest businesses have moved the bulk of their promotion to the online space. Out of all the tech giants, Google is the one best-poised to take full advantage of the exodus from traditional, offline marketing, to the now web-based business climate. Google’s search engine is pretty much the only game in town, and this is precisely because of the effectiveness of both AdWords and Adsense.
What is Adsense?
Adsense is the flagship of search engine optimization (SEO). It is such an effective marketing method because of the low barriers to entry – any small business can use it to gain online visibility. SEO consists of a dynamic suite of tools that helps your website climb the search engine results pages for your chosen keywords; the goal, ultimately, is to make it to the first page of Google Search, where the number of visitors to your website grows a hundred-fold relative to the other pages.
Although the ranking factors involved in SEO are dynamic – Google makes periodic updates to the algorithm that governs Search, to help their advertisers reach more targeted markets – there are certain aspects that never change. Making sure that the content you provide your audience is excellent is perhaps the most important aspect. Additionally, your website should be easily navigable, so that other pieces of content are discoverable.
Because of the power of Adsense, it is often advisable to hand the reins to an SEO expert to help optimize your website and deliver a grade A experience to your prospective customers. Since advertisements show up on your site that are related to the keywords you use, Google Adsense can provide you with some income if your site is an information website rather than a direct service provider.
How Does Google AdWords Work?
Google AdWords, on the other hand, is distinct from Adsense in two ways (primarily):
- unlike Google Adsense, you need to pay to move your Webpage up in the rankings
- the ads for your website always appear on the first page, before the organic sites that use Adsense and SEO
Although AdWords is competitive just like SEO, with the former, you are guaranteed a stream of traffic. The amount you have to pay for this traffic depends on the keywords you use, as well as the companies competing – using those same keywords. Most of your optimization with AdWords takes these two factors into account, as well as the sometimes overlooked importance of how to word your advertisement. You want the people who click to have a very good chance of actually purchasing your services or product – because you pay Google every time someone clicks. With Google Adsense, on the other hand, you> get paid every time someone clicks on an ad on your site.
In conclusion, if your site is information-based, then Adsense may be your best bet. If you’re selling a product, then Google AdWords should get the nod over Adsense.