AdWords – otherwise you just wasted money and time trying to get traffic for untested keywords.
Everybody seems to think that getting “free” traffic from natural or organic rankings in Google, by using Search Engine Optimisation (SEO) techniques is the best thing to do.
Yet nothing could be further from the truth. They are completely complementary.
Firstly, SEO is not “free traffic” – you still have to invest time and money either figuring it out for yourself, buying software tools to help, or hiring someone (and there are a *lot* of shady organisations out there preaching this, so be warned, and be careful!)
Next, if you have not tested your keywords, your ads and your website’s ability to convert a visitor into a profitable action – what on earth is the point?
You can’t guess this stuff, you have to track, test and improve on it first. Only AdWords can give you instant, targeted traffic on demand to try things out with to see what works, and what doesn’t.
Yes – organic rankings *are* the final destination, but ONLY when you know they have value!
Finally, no web page (not “website”, there are only web pages to the Search Engines) in the world can be optimised for every possible keyword out there, and AdWords serves to plug the gaps that SEO cannot completely address.
And if you can (profitably) occupy TWO positions on Google’s prime Real Estate, rather than just ONE – whyever would you not?