Google pay per click Versus Google

Just got this email from a customer: "I am reading through your online advertising proposals for my website. My most common search terms are already #1 ranked in Google (regular search results). Should I also advertise in ADWORDS for those same terms? Would it help me anymore or is it just a waste of money?" This is my reply below: You should do both. Sure, free is always a great deal, but you should still buy advertising as long as it will give you an acceptable return on investment. It's kind of like owning stocks-- some stuff gets you 17% interest this year, other stuff makes you 2-3%, but you pound cost average it out and do OK. Plus, people who depend on free search engine listings are *extremely* vulnerable to Google's whims, and if you read much on this subject, Google's been just nasty these last few months. One day you're #1 and the next day you're not even in the top 1000 - literally, that's really happening. Don't ever rely on just one thing. Finally, one of the best things about AdWords is that you have complete control and you can test ideas before you roll them out. That's a HUGE advantage which is not possible with free search engine traffic.