Online searches performed using Google or other search engines are one of the primary ways people look up information, find websites that can answer their questions, and connect with companies that offer the products and services they are looking for. This has made search engine optimization (SEO) incredibly important as website owners seek to make sure they can be found through "organic" searches performed by potential visitors or customers. However, pay-per-click (PPC) advertising also offers a way for site owners or sellers of products and services to make sure they can be found in online searches.
PPC advertising allows businesses to have their ads appear in search engine results pages (SERPs). While PPC ads can be an effective way to reach potential customers, there are a few practices that are prohibited by Google that should be avoided. Violations of Google's policies can result in ads not being shown, and in some cases, an advertiser's account may even be suspended or permanently banned. By understanding what practices to avoid, advertisers can ensure that people will be able to view their ads, which will increase website traffic and provide better results for their campaigns.