Running paid ads may lead to increased linking to your website, mentions of your website or brand, shares on social media, or more people typing your website directly into Google. The more of these things that happen the better your website will rank organically overall, and therefore you may ironically get better rankings for search terms that you are targeting using paid ads.

After starting an online business, all of us start looking for the presence of our blog/online store in front of our potential audience/customers. The strategies of online marketing may differ from company to company or individual to individual. Some prefer social networking sites as their sole channel of marketing while others focus on online directories or business search engines.

There is one significant medium which no marketing person may ignore and that is the search engines, which in today’s world every internet user is aware of. Be it Google, Yahoo, Bing or Duck Duck Go, each one of these matters.

Talking about the search engines, it is of no doubt that Google owns most of the audience, if not all and this most means around 90% of it. Answering millions of search queries per minute, it obliviously is the main target of a marketing guy.

Being on the top of Google search results is not an easy task to accomplish. While it demands a great knowledge and skill in SEO, it also requires the months and years of hard work to be on the top. It is true that all of us cannot get the desired organic ranking and due to this we immediately think of another alternative known as Google Ads.

It is a frequently discussed topic of most of the marketing people that whether the Ads affect the organic ranking or not. Some hold the faith that it has a positive effect while the others think that it works totally independent of your organic ranking. What I have observed so far while optimizing my site Kesar Kottage is what I am sharing today & yes I have an explanation.

Suppose you have a google ads account & your ad ranking is high (depending on your ad quality and Ad CTR). Now while paying for ads you obviously are working for the organic ranking of your site (who wouldn’t want to save some pennies of course). Suppose your organic ranking is such that your page finds its place on the first page of search results & not in the top. Now while your potential customer starts searching for his thing on google, your page will appear in two places on the first page.

If you are wanting to use Google Ads for this purpose, I recommend using Display ads instead of Search ads because Display ads can get a lot more traffic (due to being cheaper per click) and therefore there is the possibility to get a lot more shares.

Now that your potential customer has two choices in front of him/her, both of which has the same destination, he obviously will click on the ad because the ad is on the top (& if it is not, stop paying for it). This particular event will decrease what is known as the CTR (Click through rate) of your website, which is one of those many factors on which google organic ranking depends which ultimately will result in the poor organic ranking of your website.

It’s also possible to put your social shares into hyperdrive by sending international traffic with a lower CPC to your landing pages. Some international audiences have a higher sharing culture than our Western target markets, and are much less expensive to target. Experiment with putting a percentage of your display audience into international audiences and see if your shares and organic rankings increase. If you’re getting 100 shares a month from the international traffic (which is surprisingly inexpensive) you can even set this international Google Ads campaign up so that you only have to pay Google when a person shares, and the rest of the traffic will be free.