Buying AdWords does not improve your organic rankings
I don't know about you, but I've heard this many times, on and off this community. I must admit that I did not hear it from people who complained that their organic rankings have improved after opening an AdWords account.
Unfortunately, it was the other way around. I've usually heard it from people who tried AdWords, found out that it was not a good fit for them and decided to stop advertising. They then reported that once their ads were no longer showing, their organic positions went down as well. And though we've tried to explain it here the best we could, I thought it would be great if we could get confirmation from a Googler who knows a thing or two about organic rankings.
Therefore, when I got the chance to ask the gentleman in the video below if he could do this community a great service by busting the myth of an AdWords influence (be it positive or negative) on organic rankings, he smiled and told me that he's about to make me sad, because he already did that .
I for one was not sad, as I have not seen this video before, so I googled it, found it and wanted to share it with those of you who have not seen it before:
Apart from that, there's also this statement from Google: https://www.google.com/competition/howgoogleadswork.html#section2
To this day, we maintain a strict separation between our search business and our advertising business and we do not give any special treatment to Google advertisers.
So why do people say that their rankings drop? Well, if you look at these reports (http://adwords.blogspot.co.uk/2013/07/new-research-shows-that-88-of-ad-clicks.html and http://adwords.blogspot.com/2011/08/studies-show-search-ads-drive-89.html) you'll see that when a search results page returns both ads AND organic results pointing to your website, the chances of you getting the click and having that content shared or linked to organically do indeed increase. And once your content becomes more popular and more people link to it, you will probably rank higher organically. But that is not a direct consequence of running an AdWords campaign, it is a consequence of your website / content becoming more popular. If you were able to achieve the same popularity via other channels (social media, TV advertising, flyers with QR codes and so on), you'd end up seeing the same effect.
- running AdWords campaigns does not increase your organic rankings via a magic boost factor
- stopping your AdWords campaigns does not lower your organic rakings
I've turned my hobby (digital marketing & analytics) into a full time job in 2012, after working with Google Analytics and then with Google AdWords for several years. Previous jobs: web developer, software project manager (managed several teams, among which one developed a custom E-Commerce solution, and another one the accompanying stock & order management application), manager of a software developer department & partner in a software development company. I love foreign languages and music, sports (when I get a chance) and challenges. Do you have an AdWords related question? Ask it and you shall receive the answer.
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