Paid Ads vs Search Engine Optimization
Google Adwords and Pay-Per-Click Ads
Google Adwords is an advertising platform. Whenever you see search results in Google with advertisement boxes at the top or right side of the screen, or open emails in GMail and see a banner at the top or boxes on the right-hand side of the screen with advertisements related to the content of your emails (which is absolutely terrifying), these ads are being served to you from Adwords.
Adwords is a bit complicated in its structure. It’s more than “I pay $1,000 and Google puts advertisements randomly on the Internet.” If you look at a Google advertisement, it becomes clear that these ads are being targeted specifically to your search or to the contents of your email. And, some advertisement boxes show up on the first page of search results while other advertisements show up buried on the third or fourth page of search results. This is not accidental.
How Google Adwords Paid Ads Work
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a nice return on investment.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So hiring an experienced PPC advertiser is important to get your best value for your advertising dollars.
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