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I’ve seen mixed results with regards to Paid Search compared to Organic Search. Ultimately it’s better to have both rather than one or the other.

Because Google Ads is a paid system, you can bid on keywords, customize your location and target specific audiences but you can’t really do that with Organic Search.

Additionally, It takes a longer period to get organic results to appear on the first page of Google, and even then the top Google Ads are placed above the organic results. Paid ads get more impressions and clicks simply because people are often too lazy to scroll down to look for the organic listings lower on the page, especially if an ad meets their needs.

If you rely on only organic listings, your competitors may get more clicks, even when a user searches for your business name.

Of course the benefit of Organic Search is that it is free (other than the cost of SEO marketing services) and so once you’ve got it working, you can get much more revenue than you would have got from ads alone. “Free” scales pretty much infinitely, whereas Paid Search only scales up to your advertising budget.

Many businesses find Paid Search to be more reliable and that it provides them with more consistent, relevant leads and the ability to control their brand and message, whereas Organic Search involves a bit more luck and/or dedicated efforts over time.

This tip and many others are found at https://www.petramanos.com/category/tips/

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Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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