They’re exceptionally easy to use; all you need to do is simply type in what you are looking for or what you would like to know, and within a fraction of a second, the search engine is able to provide you with an abundance of information right at your very fingertips for you to enjoy.
Search engines have become a staple of everyday life for many individuals around the world. If you think about it for a moment, how often do you find yourself using the phrase ‘Google it’? If we look closely at the idea of search engines, we are more likely to discover that the results page that search engine’s provide us with contains a mixture of both paid and organic results.
One of the most common and biggest misconceptions believed by advertisers, marketers or even large management companies who may be new to Pay Per Click Advertising (PPC) is that Pay Per Click advertising campaigns can be planned in such a way that it can become far more effective than organic search listings on popular search engines such as Google and Bing. Many individuals who are perhaps new to using the internet as a method of marketing and promotion do not even realise that a user browsing the internet is offered two different forms of search results each time they choose to use their favoured search engine, both organic and paid.
The two primary types of search results that are presented to a user each time a search is performed are called ‘paid’ and ‘organic’. The results that are displayed for each search type are calculated in many different ways. Advertisers need to take on different marketing strategies when they wish to improve the rank of their website’s search listings for each one. A common misconception among many professional individuals is that using strategies for improving organic page listings will also improve paid listings also and vice versa. This is unfortunately not true and the difference between the two types of searches must be clearly understood if you are attempting to begin an online advertising campaign.
There are an abundance of different articles that are readily available on the internet that contain ‘guaranteed’ methods of improving a specific website’s listing in search engine results through such techniques as keyword or key phrase rich articles, along with hyper-linking, backlinking or by frequently updating content.
Even though many of these techniques have been proven to help improve the listing of a specific website in an organic search, it cannot always be assumed that the website will then remain in a high ranking position in the listings of a search engine for a long period of time. This is because many search engines, work in a more complicated manner than the scenario previously described. Agreed, the results of organic generated search listings can often be inexplicable.
Organic search listings, which are usually located on the left hand side of the screen (when using Google as a search engine) are free listings. None of these websites are paying any money to have their link or site advertised in this space. Whereas the paid search listings, which are typically found to the right hand side of the screen (although in some cases they are placed above the organic listings) are labeled clearly as “sponsored links” and are Pay Per Click advertisements that individual companies have setup with Google.
These websites located within ‘“sponsored links” or “Ads” are paying Google to display their advertisements to potential customers and online consumers on a regular or frequent basis.
Google’s Pay Per Click Advertising platform is better known as Google Adwords and it is becoming incredibly popular by the day with many companies around the world who are looking to advertise quickly and on a set budget.
One of the primary reasons behind Google’s Adword success is the fact that only users who Google recognises as being or seeming to be interested in that specific type of website, service or product are shown the advertisement. This is in the hope that by displaying a relevant link to the user, a conversion will then soon occur.
As a result, instead of many advertisers spending large quantities of money on traditional (and often ineffective) print advertisements and so on, Google is cleverly programmed to display specific advertisements to specific online users when they enter specific keywords or phrases into a Google search. This is one of the primary reasons as to why keywords and keyword phrases are still an incredibly important aspect to consider even when you decide to choose paid advertising or Pay Per Click Advertising.
When a user enters a keyword or keyword phrase into the Google search engine, Google displays a long list of organic matches. This is done by quickly collating information from all the pages which are available and online on the web. Nevertheless, it may also display a number of sponsored advertisements or Pay Per Click advertisements that are relevant to the user’s search. If a user then proceeds to click on the advertisement, Google will then charge the advertiser a pre-determined fee; hence the name Pay Per Click.
Instead of using various common techniques such as updating website content frequently and developing a network of backlinks to and from your website, Pay Per Click Advertising makes full use of tools such as Google Analytics and also optimisation techniques to make sure that advertisements are displayed for the relevant searches and at the appropriate times on a Google search listings page.
The topic and age old conversation of Pay Per Click Advertising versus the use of genuine and organic search listings when used for networking and publicity can often become an incredibly complex subject and not something that can always be covered entirely in just one article.
Nevertheless, it is important to be clear on the common techniques adopted by web users to enable them to improve their webpage rankings on popular search engines through the use of organic searches. The techniques used when working with paid advertising campaigns may not be as effective when using them to boost organic searches. If you have minimal experience in managing or handling paid advertising campaigns, it is often recommended to seek advice from professionals.