Home topics news News News Does it pay to go with paid search? Robelen Bajar February 20, 2009 Getting your business listed on search engines is no longer a question of why. Rather, it is a matter of what method and how soon. And knowing the difference between paying for placement (like pay-per- click via Google Adwords) and earning a good position organically (search engine optimisation) is key. Is one approach better than the other? That depends on what you’re trying to achieve. With pay-per-click, you’re, more or less, in the driver’s seat: It’s quick. Your campaign can be up and running within days or even hours. It’s affordable. You only pay each time a customer enters your website. Plus you can set a daily budget as little as $1 or $100,000. You’re in control. Choose what time of day to run your campaign, the geographic market (Sydney, US, global) to target or the language (English, Italian, German) to use. Pause or re-start your campaign as you wish. Change your keywords or phrases and up or lower your advertising spend at any time. You know what’s working and what’s not (and you can do something about it). Unlike other forms of marketing, PPC is highly measurable. You know what keywords generate more traffic, which ads attract the right customers and how much each keyword or ad costs you. This takes the guesswork out of marketing and gives you the confidence to make the right business decisions. Pay-per-click is also ideal