Search engines are an integral part of today's world. People use them to search for information on any topic they want. When you search for something, thousands of information options appear on the search engine result page (SERP) within milliseconds.
The results consist of both paid and organic results. The difference between the two lies in their placement on the SERP.
Difference between Paid and Organic Searches
Paid results are typically at the top of the page and are advertisements that businesses have paid to appear higher in the search results. They are marked with an “Ad” label on the left side of the website address.
On the other hand, organic results are the natural and unpaid results that appear below the advertising searches in the SERP.
The organic ranking of a website does not charge any monthly fees but takes time and effort to achieve the desired position.
Organic search marketing involves optimizing your website’s titles, tags, meta descriptions, URLs, keywords, and content to target your users.
This process is referred to as SEO or search engine optimization. It is a long-term strategy that requires constant attention from the expert managing your website.
Paid search marketing involves purchasing advertisements to appear higher in the search results as quickly as possible. Businesses spend money on search engine marketing (SEM) to get their website at the top of the SERP when someone searches for relevant keywords.
Pay-per-click (PPC) advertising is a popular digital advertising strategy where the advertiser pays a website owner to display their ads on their website for a fee each time the ad is clicked.
Organic and paid search marketing differ in terms of time and cost. Paid search is quick and effective in attracting traffic to your website, but it is expensive in the long run.
The organic search takes time to show results, but it is more cost-effective and the results last longer. A combined digital marketing strategy that includes both organic and paid search can help promote your entire search marketing strategy.
In our digital marketing course, learning how to set up Google Analytics is always one of the top priorities when navigating into the SEO and SEM space. Without good insights of what your potential clients are doing on your website, you will seldom do well in your marketing strategies.
Setting up conversion for website
Google Analytics 4 (GA4) is a new version of Google Analytics that has been designed to provide more sophisticated insights into the behavior of users on your website.
One of the most important features is conversion tracking, which allows you to track important actions that visitors take on your website, such as making a purchase or filling out a form. Here is a step-by-step guide to setting up GA4 conversion tracking for your website.
Create a GA4 property To get started, you will need to create a GA4 property for your website. This can be done from the Google Analytics dashboard. If you already have a GA4 property, skip to the next step.
Define a conversion Before you can track conversions, you need to define what actions you want to track as conversions. Go to the Conversions tab and select the Create Conversion button. Give your conversion a name and select a conversion action. You can choose from a variety of actions, such as making a purchase, filling out a form, or signing up for a newsletter.
Add the GA4 tracking code to your website Next, you will need to add the GA4 tracking code to your website. This code should be placed on every page of your site, and it is important to place it correctly so that your conversions will be tracked correctly.
Verify the tracking code Once you have added the tracking code to your website, you can verify that it is working correctly by using the Google Analytics Debugger. This tool will show you any errors in your tracking code and help you troubleshoot any problems.
Set up conversion tracking Finally, you can set up conversion tracking. To do this, go to the Conversions tab and select the conversion you defined earlier. From there, you can set up conversion tracking by selecting the type of tracking you want to use, such as pageview tracking or event tracking.
Test and monitor conversions Once you have set up conversion tracking, it is important to test and monitor your conversions to make sure that they are being tracked correctly. You can view your conversion data in the Conversions tab, and you can use this data to make changes to your website and improve your conversion rate.
GA4 conversion for Google Ads
In order to know if your Google Ad campaigns are performing well, you will need to know if the traffic is "converting" into results that you have intended for them or not.
Actions taken by users that you consider valuable, such as making a purchase or filling out a form are some of the conversions we have in mind when we run advertising campaigns and these are desired results that should encourage you to spend more or less on specific campaigns in your Google Ad account.
To set up GA4 conversion tracking for your Google Ad campaigns, you'll need to follow these steps:
Create a GA4 property: If you haven't already done so, create a GA4 property for your website. This can be done through the Google Analytics Admin panel.
Create a conversion event: In GA4, you'll need to create a conversion event that represents the action you want to track. This can be done through the GA4 Admin panel by clicking on "Conversions" and then "Create conversion event."
Set up conversion tracking in Google Ads: In your Google Ads account, go to the "Conversions" page and click the "New Conversion" button. Select "GA4" as the type of conversion you want to track.
Connect your GA4 property to Google Ads: In Google Ads, you'll need to connect your GA4 property to your Google Ads account. To do this, go to the "Linked Accounts" section of the "Conversions" page and select "GA4" from the list of options.
Choose the conversion event you want to track: In Google Ads, select the conversion event that you created in GA4 as the one you want to track.
Install the GA4 tracking code: To start tracking conversions, you'll need to install the GA4 tracking code on your website. You can find the code in the GA4 Admin panel by clicking on "Tracking Code."
Test your conversion tracking: To make sure that your conversion tracking is set up correctly, test it by performing the conversion action on your website. You should be able to see the conversion data in both GA4 and Google Ads.
By following these steps, you can set up GA4 conversion tracking for your Google Ad campaigns and start getting insights into the performance of your ads. With this information, you can optimize your campaigns to improve their effectiveness and get the most out of your advertising spend.