This post covers another part of one of our SEO company’s favorite books, What Would Google Do?.  This section covers pay-per-click management and the fact that Google has changed the way online advertising works.

A recent article in Ad Age magazine covered how digital advertising is changing, and as an online marketing and SEO company, we’ve certainly noticed the changes.

Many SEO companies look down on pay-per-click marketing - at best, it is considered the poor cousin of search engine optimization.  However, pay-per-click has its uses: it is a great way to establish some initial brand equity and get some traffic when you have a brand new site, and it can be a valuable way to determine the opportunities that a particular market holds.