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Martijn wrote: > > I do sometimes wonder who clicks on the > ads - the only times the ads on Google search are relevant is when > they are the same as one of the top results. Just having a good > website with good content and proper HTML does so much more than > buying ad space on Google. Like all advertising it is a competition thing. If you are selling something unusual a good web page is sufficient - indeed if it is unusual enough just having the name on a single page maybe sufficient. But if you are selling something more widely available, especially if it is a high value/ high profit item, there are a lot of folk with good websites to be fighting with. One of our client sells game fishing equipment. For most items they are in the top results of the natural listings (and would be whatever we did with their site, because only a handful of folks sell these items), but for the high value items like reels, suddenly a whole load of other natural listings appear. They are doing quite well because the site is well laid out, and they get a lot of recommendations in forums etc, but it is not exactly the fiercest area of competition online. The result is you'll be first, or on the front page, for some products and not for others in natural listings, probably some products will be covered by the dark side of SEO with purchased links, and other more bizarre activities (some of which you can always report to Google!). Normal people rarely if ever click past the first page of results in a Google search, these are the folk who click on the adverts, and they do it when they are looking to buy. The interesting side of Google adverts, is whether one should buy the words most people are searching for, or try and find a lot of relevant terms that are searched for rarely (since these are very cheap words to advertise for, and you'll likely be the only advertiser for that search) I suspect the answer is entirely down to the profit margin on the item, and the actual numbers, but Google don't give you those numbers generally till you start advertising for a word.
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