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Which is more effective; Google AdWords or search engine optimisation?

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A common debate between online digital marketers is which is superior; search engine marketing or pay per click. Whilst the purpose of both website seo and paid search campaigns should be to drive targeted site visitors to your web site, how this is accomplished and the amount it costs differs a great deal.

For anyone who does not know, paid search advertising is where an advertiser pays only when their ad is clicked on, whereas seo is the optimisation of a web site to ensure that it appears on page 1 of search engines.

To keep things simple, I am going to concentrate on Google AdWords when I talk about pay per click advertising. This is due to the fact it is the primary pay per click advertising platform with more than 80% share of the market.

It is a popular assumption that Google AdWords is pricey and some people avoid it for that reason. This is generally because of campaigns not being run correctly and generating far too many wasted clicks. Run correctly, a pay-per-click campaign will cost a comparable amount as a seo campaigns. The crucial difference though is the level of investment which is needed before a return is achieved.

Adwords is fairly scalable. You’re able to set a daily budget for each campaign along with the maximum bid for each and every keyword. You are able to start with a low budget and as your campaign begins to deliver returns, you are in a position to increase your budget. The crucial element is always to avoid wasted clicks.

SEO returns tend to be very much all or absolutely nothing. It takes an enormous amount of work to get a site at the top of Bing as well as a reasonable level of time. You’re unlikely to get a lot of clicks until your web site is at the top of Google because of typical click habits. Most people only click on ads at the top of search engines and don’t go beyond page 1. It’s for this reason that seo is not overly scalable.

Ideally, if the ad spend permits, you will run both seo and ppc campaigns. The paid search brings scalability and delivers short term results, whilst the seo campaign delivers substantial long term results.

In order to get your web site to the top of the search engines like google, you will need to use an seo or pay per click marketing company. Or, have a look at


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  • Posted On April 16, 2012
  • Published articles 10

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