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AdWords Pay or not pay Google?


"SEO or SEM? "Positioning organic or sponsored links? "Free or pay?

Two days ago I was doing a presentation of agency to the marketing department of an industrial company.

was explaining how Google AdWords to attract visitors to the web. AdWords is the middle star that our clients use. We talked about its effectiveness, the cost of clicks ... suddenly, an officer interrupted me

- Do not you think it is better to appear in the left column, which do not have to pay?

The first time I asked this question I was paralyzed. But that was for many presentations. Over time you tend to clarify things much base to attend the School of coscorron "(as the Americans say), ie, based on many failures and some sporadic success.

My answer, always saves me from these wrongs, is the wildcard of smart:

- Depends. ..

is the eternal question. What is better SEO or SEM? In other words, is there to focus on doing well in natural or organic positioning, which is free on the left of Google? Or is it better devote efforts to AdWords, sponsored links column on the right?

In this case I will not give a "depends." I'm going to get wet and I'll tell you:

must empower them. Free and not free. But the smart strategy is to start with AdWords and only after mastering AdWords, work organic positioning. AdWords is the tip of the pyramid. Below it is everything else: SEO, e-mailings, membership, mailings, advertisements, etc.

This is the principle we apply to our customers: AdWords and complement natural position, both are necessary. But first things first. I'll point:

• is not an idea I had invented this morning while Prince cookies dipped in milk for breakfast. It is an idea that was invented for at least 5 years to really know this, as Perry Marshall or Howie Jacobson, and strictly apply to businesses that want to live on the Internet.
• organic positioning is free, but only for those who are fortunate enough to appear on the first page. If you appear on page 5, what good is it is free, with no one sees you? An example

If you sell "home alarms" you have to know that there are 343,000 pages competing for the click Free. Only the top 10 are visible. Given that few people go from the first page, 342,990 are semi-hidden. In contrast, AdWords, we have 13 advertisers. A priori, it seems more affordable.

• Not all keywords are created equal. If for a given keyword appears on the first page of results for free is not enough. If that keyword is very sought after, will be few who see you.

In the example above, imagine a company that sells home alarm gets appear on the first page of Google when someone searches for "residential alarms." Is it a success? Probably not, in April 2009 was carried out 36 searches in Google Spain with "residential alarms." The key word really is "home alarms": 1,600 searches in the same month.

• Even if you are lucky enough to receive divine well positioned on the first page and for the most popular keywords, who tells you that Google will respect your position tomorrow? In fact the log is constantly changing which sorts search results, and this can benefit or harm. A business can not be sustained "only-in something so uncertain. Let

the benefits of AdWords:

1. AdWords allows you to view from Day 1. Spain is still an untapped market in many sectors. A customer who sells machinery for optical Briot Weco, is virtually alone. Paradise. Even for those who are competent, you can be on the first page from the day you start the campaign.
2. AdWords allows you to scale: unlike organic positioning, for which you can only choose a few keywords, AdWords can increase the range all you want, it's free. You can have a campaign with 50 or 50,000 words. You pay only when someone clicks on the word.
3. AdWords is control: you decide what you spend, where you spend it, when you spend it, if you want to appear on working hours but not at weekends, which enhance product lines and what not, what advertising to web pages and which to veto. In Adwords you are the decider component, not Google.
4. AdWords is not expensive or cheap. course has a cost, the cost of each click. But for my clients is (almost) irrelevant. Why? Because what we really want to know is how much it has cost each new budget downloaded or each contact generated through AdWords. Based on this I say, "If every potential customer cost me X € or less," bring me all you can! "
5. AdWords information: what you get to know everything, the message that work, offers that are profitable, the groups that become customers, the most favorable times of the day, the most attractive countries. And here we link to the decision of principle:

When AdWords tells you the keywords that are key to your business, is when you invest heavily in improving organic positioning. is when you know the money you pay to an SEO consultant will be well spent.

If you start to reverse, the SEO consultant will ask one day: "What words Key want us to optimize the web? "And you run the risk of leaving the profitability of your business in the hands of the whimsical intuition.