Search engine marketing is one of the most efficient marketing channels today. By promoting a strong competition, AdWords campaigns are structured as an auction for paid positioning in Google SERPs or on its extended network.

Depending on the settings, you only pay when someone sees or clicks your ad, which gives you control on the amount you want to invest. Basically, although your website is not listed in the first organic results, you can pay to be placed preferentially.

The cost per click (CPC) that you pay for each keyword can be optimized. Presuming the same conversion rate, reducing the cost will generate profit. There are two factors which influence the CPC: the maximum bid and the quality of the landing page.

Having this in mind, before launching a paid campaign, it is advisable to correctly implement all on-page elements. We do not recommend investing in paid campaigns before laying a strong foundation for them.