There are many ways to market a website online, however having a positive search engine (specifically, Google) presence can really boost the activity on your website since people turn to the search engines to look for information about the products or services that any and all websites provide. Google Adwords is a form of pay per click (PPC) and search engine advertising triggered by a keyword search.
There are two options to choose from in order to improve your SERP (search engine results page) visibility. The first is SEO (search engine optimization) which involves activities such as keyword research, on site optimization, link building, social media marketing, and content marketing in order to boost the presence of your website in the organic section of a SERP. SEO doesn’t involve an exchange of any money with Google, although it is hardly free. It requires a significant investment in order to execute a thorough SEO campaign. An SEO campaign is encouraged, but can typically take time to see results. It usually takes at least 6 months to begin to see some improvement.
If you are looking for a more immediate option, the second way to improve your SERP visibility is to invest in Google AdWords. Google AdWords is the paid option to get your site listed on the SERP. Google ads appear at the top and on the side of the SERP and are denoted as ads and typically highlighted in a different color so that searchers know that these listings were paid for.
Google AdWords is Google’s key revenue source. Google AdWords provides advertisers with different options to choose from when advertising on the SERP. Advertisers can choose from PPC (pay per click), CPM (cost per thousand impressions or cost per mile), or site targeted advertising for text, banner, and rich-media ads. Advertisers can target local, national, or international audiences.
Advertisers that choose to use AdWords pay Google by bidding on keywords. Obviously the most competitive keywords are the ones that cost the most. For this reason, a Google AdWords PPC campaign can be very expensive for those that are in a competitive market.