Foreign trade promotion: Google bidding promotion or Google optimization?

From the moment you decide to do Google foreign trade promotion , you have to face a choice, Google SEO or Google Adwords? There has always been controversy about SEO and Adwords. Many people argue over which one is more effective. In fact, the answer depends largely on the situation of your business.

SEO and Adwords (mainly referring to PPC on Google) both belong to search engine marketing, which is the Google promotion that everyone talks about. Speaking of this, there is a big misunderstanding in China. Some people call searching for email addresses on Google Google promotion. In fact, searching for email addresses and contact information does not belong to Google promotion. In the digital marketing industry, Google promotion only includes SEO and Adwards.

Today, we will first define what SEO and Adwards are, which will help you to more directly and effectively understand which Google promotion method is more suitable for your business, and then analyze the differences between them, and finally tell you which one is better.

What is Google SEO optimization?

The full name of SEO is search engine optimization, which is to optimize your website through a series of relevant keywords that can increase visitor traffic, so that your website can achieve a higher ranking in the search engine results page (SERP).

Simply put, when potential customers search for these keywords through Google, your website will appear in the key position at the top of the search results.

A higher search ranking means that more potential customers who are interested in your products will be able to find your website, which will help increase your website's visitor traffic and improve conversion rates, thereby increasing sales.

What is Google Adwords?

Adwords stands for Google Adwords, which is an advertising platform created by Google.

Users can pay by bidding to place business-related keywords in Google search results.

When someone searches for these keywords, the URLs participating in the keyword bidding ranking will be displayed first at the top of the search results, followed by the URLs that have been ranked through SEO optimization.

Having a lot of money does not necessarily mean a high position – Understanding Google Adwords

1. When doing Google bidding promotion, you don’t need to consider the ranking issue, because as long as the advertisement is displayed, it can be immediately displayed in the first few places on the homepage. The optimized ranking is unstable, and no matter how high the ranking is, it is still below the bidding.

2. Google bidding promotion can be used for countless keywords, and payment is based on results. The keywords for optimization are limited, and popular keywords cannot be promoted at all.

3. Google has hundreds of domain names worldwide. Because different countries have different Google domain names, each country basically uses the local Google domain name. For example, Hong Kong and mainland China use google.hk, the UK uses google.uk, and so on. Google bidding promotion is set up according to the region. No matter which region you want to target, people in this region can see our ads, no matter which subdomain of Google they use. However, this is not the case with SEO optimization. SEO can only optimize your ads on the main website google.com, and popular industries can only optimize long-tail words. As I said earlier, due to language and national conditions, google.com is rarely used abroad, because google.com only displays in English. Local sub-websites can choose the local language. For example, Google China has simplified Chinese, traditional Chinese, and English to choose from, and Google Spain has Spanish and English to choose from. So even if you optimize for google.com, it will not have much effect.

4. Google bidding promotion does not have high requirements on the website’s weight, etc., because there is no need to worry about ranking issues, but optimization has very high requirements on the website’s weight, etc.

5. Many SEO optimization companies are not formal. They usually suggest you to build a new website, with a total cost of about 20,000 yuan. But after the website is built, either it will drop quickly after being optimized to google.com, or the ranking will be very unstable, or it will not be optimized at all. In the end, the customer will at most be left with a website.

6. To put it simply, Seo optimization is to optimize by using Google's crawling rules, but Google's ranking rules are updated from time to time, which is why Google's optimization ranking is very unstable and difficult to rank. And you don’t have to worry about this situation if you do Google bidding promotion.

7. Before Google bidding promotion puts advertisements, the company will be audited, which is guaranteed, but SEO optimization does not need to go through any audit by Google. Many scammers use this to deceive customers. For users, security is not guaranteed. After all, the business is done overseas, and customers cannot just visit the company casually, so many customers will trust businesses doing bidding promotion. At the very least, you can ensure that you will not be deceived. This is why Google uses AD or advertising labels to strictly distinguish between bidding promotion and SEO.

8. After doing Google bidding promotion, there will be a dedicated optimizer to perform optimization and adjustments. After doing SEO optimization, there will be a lot of work that you need to do yourself in the later stage.

9. Google SEO optimization does not belong to Google advertising. Overseas buyers’ search habit is to look at the ad space on the right first, so the order conversion rate of SEO optimization is much lower than that of Google bidding promotion.

10. Google mainly relies on bidding promotion revenue, so the effect of Google's bidding promotion will be better than that of keyword optimization.

How foreign trade companies use Google data

Keyword Optimization

First, SEO is done according to the search engine crawling rules. If the ranking is unstable, once the search engine crawling rules are changed, the ranking that was previously optimized with great effort will drop immediately.

Second, the time cycle of SEO is very long, at least 3 months or more, Google bidding can immediately rank ads, and the ranking is always ahead of SEO;

Third, Google covers the world, and SEO is mainly optimized for the US market, but the product is not only sold in the US, so it is difficult for us to optimize in other countries;

Fourth, SEO has keyword restrictions. The keywords can be adjusted at any time in bidding. As we all know, the same product may be expressed differently in different countries, but if it is natural ranking, it is fixed keyword optimization;

Fifth, SEO directly crawls the content of the website to present advertisements, while SEM is an advertisement slogan sorted out after understanding the company's products, advantages, and qualifications. It is suitable for customers' reading habits and better attracts customers, so the conversion rate is higher than SEO;

Sixth, the most important thing is that overseas customers have the search habit of looking at advertisements with AD logos when purchasing products, and they will look at SEO natural rankings only when they understand industry trends. Therefore, the conversion rate of bidding is 3-9 times higher than that of natural rankings.

Should I choose SEO or Adwords for Google promotion?

The simple answer is that it depends on your company's business situation.

Because Adwords and SEO are not competitors. It’s like in social media marketing, whether social media is about social networking or media, both are correct, it just depends on where your focus is.

You can use SEO and Adwords at the same time, and you can do it according to your company's budget.

Here are some tips for you.

Low budget: It is recommended that you focus on SEO and avoid using bidding.

Medium budget: We recommend that you use SEO and bidding together, but bidding should be the main focus in the end.

High budget: It is recommended that you use bidding and do bidding ranking on Google Adwards. But pay attention to the return on investment (ROI), the benefits obtained must be higher than the investment costs.

Author: Foreign Trade Station

Source: Foreign Trade Station