What should you choose to spend your marketing budget on and what does search optimization mean to advertise on Google?
Google Advertising through Google Adwords is, for most, a great way to reach those looking for company services or products, but advertising on Google has both pros and cons compared to keyword optimisation and marketing in the organic hit list.

Some of the benefits of Google Advertising on the Search Network.

• You only pay when someone clicks your ad, visits your site or calls you.
  If you have set up your advertising correctly, you will not pay anything to show your ad on Google, but it's only when someone clicks on the ad as it becomes a cost. It is therefore important that your ads only appear on relevant searches where you are willing to pay for a click.

• You can restrict your advertising to a particular geographic area, such as a city. 
  For example, if you only want to reach customers in Jönköping, you can set your ads to appear only for people like Googlar in Jönköping.

• You can choose when and how often your ads will appear.
  This is a great advantage if you have a seasonal service or product. You can also choose when you want to show your ads every day. If you see that most purchases are made in the evening after 18:00, you can choose to show only your ads between 18:00 and 23:00 or to raise the bid per click just below this time to get a higher ad position.

• You can reach out quickly.
  Unlike search optimization, it's quick to get out with Google Advertising. As soon as Adwords Ad Campaign is set and approved by Google, your ads will start running.

Some of the disadvantages of Google Advertising on the Search Network.

• Adwords can be costly.
  Paying per click can be both a disadvantage and an advantage.
  What the price per click is being controlled, among other things, is how many other advertisers are willing to pay to appear on the search. It can be expensive for a click if other advertisers are willing to pay a lot to get a click on their ad. In recent years, Adwords has gained more advertisers, which has also meant that prices have gone up.

• Lower visibility.
  Generally, about 70% click on a hit in the "regular" organic hit list and the remaining 30% on a hit among the ads. The ads appear above and below the organic hit list and if you do not have an ad slot among the top four places, your ad will end up at the bottom of the hit list.

• Google also wants to make money.
  When you specify which keyword or search phrase you want your ads to appear on, there is a high risk that your ad will also appear in similar words and phrases unless you specified them. Google makes money because your click budget expires and their system therefore matches your phrases and words very widely by default. Even if you select "matched match" match type, Google will show your ads on nearby words, which in some cases leads to unnecessary clicks.

Google Adwords is relatively easy to get started with but it's a big system and if your advertising on Google becomes profitable, you must be well-informed or assist with a company that is certified and knowledgeable in adwords. We at SEO Melbourne have submitted Google's test in Adwords and are certified partners to Google , please contact us if you want to know more!