If other people are willing to pay more for a click

bajadas864@huiz

There’s a chance you’ll appear lower down or not at all. It’s also crucial that your landing page and ad copy align with the keyword you’re targeting. Google’s Quality Score gives you some insight into this. In Google’s words, “Higher Quality Scores typically lead to lower costs and better ad positions.” 3 google adsquality scores 2 That said, while ads are a fantastic way to appear at the top of Google fast, it’s 100% pay to play. The second you stop pumping money into your campaigns, the second you stop showing up at the top of Google. It’s also true that organic results may get more clicks than ads, so being in position one with an ad doesn’t always equate to more clicks.


That’s because most people prefer to click organic results. For example, if we search for “best VPN,” we see four ads Special Data at the top of the results: 4 best vpn serp ads But if we check this keyword in Ahrefs’ Keywords Explorer, only 19% of clicks go to the paid results. Most of the clicks are on the organic (non-paid) search results further down the page. 5 best vpn keywords explorer clicks If this is the case for the keyword you want to get search traffic from, it might be worth investing in SEO instead of, or alongside PPC. How to get to the top of Google with local SEO If people search for your keyword when looking for local businesses, you’ll often see a ‘map pack’ at the top of the results. Unlike most search results, map pack listings take you to the business’s Google My Business listing, not their website.




Map pack Google My Business is a free business listing from Google. It’s a place where you can list all the essential details about your business: opening times, address, phone number, website, and more. It’s also somewhere that customers can leave reviews. If you want to appear in Google’s map pack results and don’t have a Google My Business listing, that’s your first port of call. However, most businesses won’t be able to rank here just by signing up for Google My Business. Google’s aim is to rank the “best,” most trustworthy local businesses in the ‘map pack,’ so you need to use local SEO tactics to stand the best chance of showing up. You can learn more in our complete guide to local SEO, but the basics are: Optimize your Google My Business listing. Build high-quality local citations. Get more reviews from customers. Build links to the pages that matter.