PPC (pay-per-click) or paid search, and SEO (Search Engine Optimization) are two different approaches to driving traffic to a website through Google’s search engine. Let’s explore the differences between them, particularly in terms of cost per click (CPC) and organic search rankings.

A) Cost Per Click (CPC): With Google Ads, advertisers pay per click on their ads, meaning they are charged when someone clicks on their ad to visit their website. The cost per click varies based on factors such as keyword competitiveness, quality score, and bidding strategy. Advertisers can set a maximum CPC bid, and Google’s auction system determines ad placement based on the bid and ad relevance.
B) Immediate Results: Google Ads provides immediate visibility on search results, allowing businesses to reach their target audience quickly. It’s a suitable option for businesses looking for instant website traffic and conversions.
C) Control and Targeting: Advertisers have precise control over their ad campaigns, including targeting options like specific keywords, demographics, location, and interests. This control enables businesses to target their desired audience and optimize their ads for maximum effectiveness.
Organic SEO

Organic SEO focuses on optimizing a website’s content, structure, and other factors to improve its visibility and ranking in the organic (non-paid) search results. Unlike Google Ads, organic SEO does not involve paying for clicks or ad placement. Here’s how it works:

A) Ranking Factors: Search engines, including Google, use algorithms to determine the relevance and quality of websites for specific search queries. Organic SEO aims to optimize various elements, such as on-page content, meta tags, site speed, mobile-friendliness, backlinks, and user experience, to improve a website’s ranking.
B) Long-Term Strategy: Organic SEO is a long-term strategy that requires consistent effort, as it takes time for search engines to recognize and reward optimization efforts. Achieving high rankings in organic search results can provide sustained traffic and visibility without ongoing advertising costs.
C) Clicks and Traffic: Organic search results appear below the paid ads on Google’s search results pages. Websites that rank higher organically tend to receive more clicks and traffic since users generally trust organic results as more reliable and relevant.
D) Cost-Effective: While organic SEO requires investment in time and resources to optimize a website, it does not involve direct payments for clicks or ad placements. Once a website achieves a good organic ranking, it can generate continuous traffic without incurring additional costs.

Timelines vary per business. At least 3-4 months to mature a Google Ads campaign.
This is typically the time frame required as it has new data to gauge as well as the performance history. Data from your PPC campaign takes time to emerge, especially if you have a small audience.

Determining an exact budget for Google Ads can vary depending on various factors, including the competitiveness of the keywords, the target audience, and the specific goals of the business. However, as some general guidelines we start by doing the following

Keyword Research: Begin by conducting keyword research to identify relevant keywords for your business with sufficient volume
Industry and Competition: Research the average cost per click (CPC) and competition within your industry. Highly competitive industries or keywords may require a larger budget to stay competitive . Some factors Google considers are the following:
Competition,
Ad quality,
Bidding strategies. 
Landing page experience

To scale a campaign, it is important to eliminate waste, so you are only running what is currently working.  There’s a lot to consider when preparing to ramp up your Google Ads account—and there’s a lot to be done before jumping right in to increase your budgets. Overall, start by the doing the following:

Gather statistically significant data
Ensuring best practices are established and implemented
Minimizing what was not working – cutting out the outliers
Reviewing the foundation and structure
Optimize moderately and track performance and changes
Continual keyword research to ensure capturing most relevant users
Analyze current ads and landing pages …… And much more

Search Campaigns: These campaigns display text ads in Google search results when users enter relevant queries.
DSA – Dynamic Search Campaigns: Dynamic search ads are search ads that show based on the content of your site. Google essentially crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline, and landing page are dynamically generated to match the search term
Display Campaigns: Display campaigns show image or text ads on websites, apps, and videos within the Google Display Network.
Video Campaigns (YouTube): Video campaigns are designed for advertising on YouTube and the Google Display Network through video ads.
Shopping Campaigns (PMAX): Shopping campaigns are used by e-commerce businesses to promote their products through Google Shopping listings.
App Campaigns: App campaigns promote mobile apps across Google platforms, including search, display, YouTube, and Google Play.
Discovery Campaigns: Discovery ads help users discover products and services as they browse Google feeds, including the Discover feed and YouTube.
Call-Only Campaigns: Call-only campaigns encourage users to call a business directly from search results.
Local Services Ads: Local services ads help service-based businesses connect with local customers and generate leads.

Optimization involves refining keywords, ad copy, bids, and targeting to improve your campaign’s performance. Regularly review and make adjustments based on data and insights.

First, Google Analytics 4 uses a new data model, which is based on events. This means that all data is stored as events, rather than as page views, sessions, and other traditional metrics. This new data model allows Google Analytics 4 to track a wider range of user interactions, and to provide more detailed insights into user behavior.

Second, Google Analytics 4 uses a new tracking code. This tracking code is based on the gtag.js library, which is a JavaScript library that provides a number of features that are not available in the Universal Analytics tracking code. These features include the ability to track user interactions across multiple devices and platforms, and the ability to collect data from offline sources.

Finally, Google Analytics 4 provides a new set of reports. These reports are designed to provide insights into user behavior that is not available in the Universal Analytics reports. For example, the new reports include a report on user engagement, which shows how long users are spending on your website or app, and how they are interacting with the content.

Overall, Google Analytics 4 is a major upgrade from Universal Analytics. The new data model, tracking code, and reports provide a number of benefits that can help you to better understand your website or app traffic.