Paid Search (AdWords and
Paid search, also known as "pay-per-click," provides the opportunity to bypass
SEO and directly advertise for keywords. In the figure below, you can
see the difference. Here we're showing a Google search, so the paid
search is Google's own "AdWords." The "organic" or "natural" or "unpaid"
search results appear on the left. The paid results appear on the right.
The advantage of organic search is that users are 8 times as likely to click
on an organic term.
The advantages of paid search are that a) it is instant - your ads can start
showing minutes after they are established, and b) users are 1.5 times as
likely to purchase something from a paid search visit. That said, the
math is still in favor of organic search. Google AdWords and other services
charge as little as $0.05 per click (you pay nothing if the visitor doesn't
click on your displayed link), or over $100.00 per click, depending on how
competitive the keywords are.
Above, for our client Greensburg Divorce, you can see they are on Google Page
1 three times in the organic section, and once in the paid section. In this
case, the paid advertisement is probably not worth doing, except to keep
the competition from appearing.