SEO Lite uses Google AdWords and Google AdWords Express. Advertising on the most used search engine in the world is an effective way to drive more people to your website and attract more customers. With AdWords and AdWords Express, you'll be advertising to an audience that is already interested in purchasing your products and services.

Pay-Per-Click Advertising

Both Google AdWords and Google AdWords Express are pay-per-click (PPC) advertising. PPC is an advertising service where advertisers pay when their ad is clicked. Advertisers select the words - keywords - to trigger their ads. AdWords ads are displayed along with organic search results when someone searching Google uses one of your keywords. Ads appear in the side column of a search page or above the organic search results.

AdWords Express

AdWords Express is for local businesses looking for local customers. When people search your area for the products or services you provide (for example: "bakeries in Boston" or if they're already in Boston, just "bakeries"), an ad for your business will appear above or beside the search results. Your business will also be marked with a distinctive blue pin on Google Maps, helping it stand out to potential customers.

AdWords

Whereas AdWords Express is for advertisers that want to reach consumers in a local market, AdWords allows the advertiser to target any geographical area. It also allows for fine-tuning of virtually any other aspect of the campaign such as the days and times your ads will appear, and many more settings.

Click Through Rates

When a user searches on Google, ads for relevant words are shown on the right side of the screen, and sometimes above the main search results. Click-through rates (CTR) for the ads are about 8% for the first ad, 5% for the second one, and 2.5% for the third one. With AdWords the advertiser sets the maximum click amount, and can to a large extent, ensure the position of the ad.