Summary
As we discussed in this chapter, the AdWords platform is useful for many reasons. You can use its Keyword Suggestion tool to find additional keywords in your keyword research. Other times, its built-in testing facilities can be very helpful in your SEO efforts.
Using SEM in conjunction with SEO is a smart choice. SEM is especially useful for new sites with little or no web presence or public awareness. Setting up an AdWords campaign is not a one-time thing. Your challenge is in making continual campaign improvements. Campaigns producing solid results will not do so forever. The competition will eventually catch up to you. There is always room to improve in terms of creating converting ads, ad groups, and campaigns. Challenge yourself to outperform your current best ad, campaign, and so on.
If your site produces lots of content or has lots of traffic, employing Google AdSense can earn you cash from Google. Before you implement AdSense, ensure that you have enough existing content or visitors. Don’t bother with AdSense if you are just starting out.
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