Lots of companies seem to take an either/or approach to organic SEO and adwords campaigns and I have to say this is a bit of a mistake as they can work very effectively together. Also using adwords can sometimes help to sort the wheat from the chaff in terms of keywords quickly and with a low outlay.
The type of website you have is important and informational sites benefit more from good strong organic SEO and may not even need to go down the adwords route, except for a boost to certain areas or for specialised long tail search terms. E-commerce
sites benefit best from good organic SEO and adwords combined but many only go in for the latter as they see this as the most effective.
It’s a little know fact that adwords campaigns on poorly optimised sites cost more and are also less effective because the ads for these sites get shown less than ads from well optimised sites.
Google places high importance on text relevance on the page you are sending traffic to on adwords campaigns as well, so if your page has little or no relevant text your ad might not even get approved and shown. Some e-commerce sites have very little static text and consequently get penalised by Google for relevancy which impacts on the cost and success of their ads. I suppose it’s perceived that the adwords campaign will compensate for all these deficiencies but that’s not actually the case.
You get much better and more cost effective results from your adwords campaigns if you pay as much attention to the organic SEO on your site as you do to your adwords campaigns.
If you want further information on how to get the best out of your website using both organic SEO and adwords then please contact