Search engine optimization or SEO keyword and an Adword campaign are not the same. The keywords used in SEO are for optimizing content, which improves the searchability on search engines and referred to as organic searches. On the other hand, Adword campaigns help businesses to increase traffic, rank higher than their competition, and initiate clicks and impressions. Clicking on an ad is one click and is pay-per-click or PPC. An impression is when an ad displays as a person uses a search engine.

Although there is some controversy about the efficacy of Adwords, many marketers and businesses are including paid search traffic results. Adword campaigns and SEO complement each other to bring about brand awareness and improve a company’s online presence. Google’s Adwords are the equivalent to traditional marketing and advertisement campaigns for print and television, but there are distinct differences.

Scalability

It is a delicate balance to find scalable lead sources that is not expensive and that does not require an inordinate amount of effort. If capturing new customers do not “scale”, it will take more effort and yield less profits. Unlike traditional marketing, Adwords are scalable and profitable because a business can generate new leads within a short period with fewer heads.

Measurability

Compared to other forms of marketing such as print, television, or social media, online Adword campaigns are measurable. Search engine optimization does not affect how a company ranks. However, Google’s Analytics for Adwords show the number of clicks, any actions taken, and traffic patterns. It is easy to see if a marketing campaign is producing real results and a return on investment.

Flexibility

Adword campaigns allow businesses to customize their efforts for targeted audience keyword matching. It segments general traffic using these keyword types. Entering “California hotels” as the Adword phrase does not give the same search results as “California” or “hotels”.

Search engine optimization keywords do not control the results on the search engine result page and cannot hyper target a certain audience. However, Adword campaigns allow a business to limit its exposure to a particular location, time of day, browser, device, or language. With this information, an online marketing campaign narrows the focus and attracts its targeted audience.

Engagement

Over the past few years, Google introduced several formats like YouTube in-video and product listing ads. Ad extensions display links, telephone numbers, location, and product images. Engaging ads mean more clicks, which benefit Google and the advertisers.

Speediness

It takes time for a new site to rank using SEO keywords alone. However, testing keyword effectiveness with an Adword campaign is faster. This method of testing keywords can get results in as little as one day. The perceived Google sandbox effect was likely due to the competitiveness of other sites and the time it takes to gain authority and back links. By putting an Adword campaign in place while testing the keywords, businesses can see impressions and clicks right away. If the campaign is a success, then it is probable that writing content to the tested keywords will be profitable.

Conversion Rates

In general, paid search traffic results in higher conversion rates than organic traffic. Companies seeking higher conversion rates use Adwords because they are hyper targeted and qualified. Typically, clicking on these ads driven by Adwords is for commercial purposes and not for information. Of course, there is no guarantee of high click rates, but the results will depend on the type of industry.

Remarketing

Use an Adword campaign to remarket to a previous visitor who showed interest in a product or service through a blog, email, or product page. Cookies track users by following them around the Internet. This type of tracking keeps the name of that company “top of mind” while a potential or previous customer surfs the Internet. In addition, there is a greater return on investment when the remarketed ad displays the exact item previously viewed by a visitor.

An Adword campaign is an invaluable marketing tool, and the competition is fierce, but if a company wants to compete in today’s market, it cannot afford to ignore the growing trend. According to Covario, spending for global paid searches near the end of 2012 increased by approximately 33 percent.

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