This is a question I get asked a lot. The answer is “no” and “yes”. See below:

NO, you shouldn’t buy Google ads if…

1. your site is being found in the “natural find” areas of the search engine (left hand side, un-“sponsored” area). This is obvious, but I thought I better say it.
2. you have the time to locate your own back links, that is, you can identify sites that would be good places to have incoming links from and you have the time to negotiate for them. This is boring and arduous work, and that is why SEO companies charge between $1000 and $2000 per annum to do it.
3. you are able to support your URL (web address) with advertising you are already doing, say on your car, on a classified ad, direct maketing or email marketing.

YES, you should buy Google as if….

1. you are busy doing your job and don’t have time to be updating your web site,  getting it listed on directory sites far and wide and negotiating back links.
2. you feel confident negotiating the AdSense web site. It is a little confusing for the first time user.
3. you can afford 30c to $5 per click depending on how competitive your selected keywords are
4. you don’t care that any one (like a competitor) can click your ads and exhaust your marketing budget without Google being able to do too much about that or prove to you it didn’t happen.

So it comes down to the same old dilema: time versus money. I suggest you have a go at building links to your site before you pay up at Google. If you understand reverse linking (with the help of this blog), and get some results, you may wish to continue. Otherwise, pay the money and get on with what you do best.

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