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Pay-per-Click Ads and the Effect It Has on Your Site

June 7, 2017

Pay Per ClickBefore you can understand whether or not Pay-per-click affects your site in any way, you first need to understand what pay-per-click, or PPC, is. PPC is basically a kind of ad that you find on search engine results pages and these ads appear when specific keywords are searched for. This means that these results come up when people search for something they need online, and appear alongside or above organic results on these pages.

The term PPC, or pay-per-click, is exactly what these ads are. When a person clicks on these ads, the owner of the ad has to pay a specific amount for such a click. The amount that a person pays is often dependent on the amount that they set on their ads from the back-end of these ads, and the actual amount that you are charged is usually based on what these search engines deem is ideal for your ad. This determination is based on a number of factors, which includes your maximum cost for each click, the quality of your ad, and the number of competitors you have bidding on the same keyword.

One of the things people ask when they have websites they want optimized is whether or not taking out paid ads (which is what PPC is) can affect their organic search results. Organic search results are those links that appear on the page when you search for a specific keyword, and are results that you do not pay for. The answer to this question is no and yes.

No, these ads do not have a direct impact on your ranking on these SERPs (search engine results pages) because these ads are basically separate from your website. Even though these ads do lead to your site’s pages, these are not generally viewed as elements that are part of your optimization efforts. These ads, however, have an indirect effect on your site’s SEO.

The reason why these have an indirect effect on SEO is because these have backlinks leading back to pages on your site, and Google often deems that your site is trustworthy because of these backlinks and the clicks that take traffic back to your site. If your site is properly optimized, and you have a properly-managed and well-made ad, you also cement the fact that you are site worth trusting since both your ad and your site’s organic link will show up together on the first page for a specific keyword.

This basically means that you will get more chances of converting clicks to revenues since people will click through to your site to find what they need, and having an ad and a good ranking organic result makes them trust that you have what they need. Of course, in order for your ads to rank as well as your organic pages, you need to optimize these with the right keywords, the right URL, and the right copy. This will help raise your quality score, which in turn lowers your cost per click and increases your ad’s rank on these results pages.

So to conclude, the general answer is, yes PPC does have an effect on your site, and your site also has an effect on your PPC efforts. 

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