Paid Advertising
Tactics
It’s not always possible to get ranked in the organic results for all of the keywords you wish to “own.” Pay per click advertising is displayed above and to the right of the organic search results. As much as 50% of the search traffic can go to the top three sponsored links.
Think about pay per click when you need to get started quickly, can use it to supplement organic rankings, or want to target specific geographic areas.
You should:
Determine the keywords you want to “own” in search engine rankings. Then take a rational, disciplined, data-driven approach to your paid campaign. Balance the quantifiable with breakthrough ad copy and persuasive messaging.