Pay Per Click Advertising

What is a “Pay Per Click’ Campaign?

A ‘Pay Per Click’ or ‘PPC’ campaign is a popular advertising method on the internet, via Google Adwords, Yahoo Search or Microsoft Adcentre. The adverts usually appear as sponsored links in text form which are positioned next to the search engine’s results. Then, whenever a visitor clicks on one of these links, the advertiser will pay a set amount to whoever’s displaying the advert.

PPC advertising is all about bidding for a leading position on search engine pages. This is why it is also known as ‘keyword auctioning’. This is done in the following way:

1. The advertiser bids on the keywords relevant to their website.

2. The higher the bid, the higher it appears on search results, and the more times it’ll appear.

3. The advertiser pays their price bid whenever someone clicks on their website link.

What are the benefits of PPC advertising?

• Online business promotion: The internet is an extremely effective marketing tool. The more your website is advertised, the more customers you will receive.

• Immediate launch: When you register the bid for your advert it will appear on the search engines within hours.

• Quality traffic: Receive specific, pre-qualified, and quality traffic. The visitors to your website will be those who are more likely to become a 'lead'.

• Earn money: by displaying sponsored advert links on your website you can earn money when a visitor clicks on one of these links.

What do I need to consider when planning a PPC campaign?

• A methodical approach: This is essential for successful Pay Per click bid management; this will ensure that the right traffic is generated for a maximised return on investment (ROI).

• Good keywords: Relevant and specific keywords will attract many more potential customers to your website.

• Keep to a budget: Make sure your money is well-spent: it’s easy to get carried away with Pay Per click advertising, but do make sure you’re earning money, not losing it.

• Develop brand identities: This will make your company or product look more interesting for potential customers.

• Effective adverts: Write an advert that reflects what your product or service is offering, and make it stand out from the crowd.

So, in full, Pay Per Click Advertising is a cost-effective and successful marketing tool. Whether you have an existing Pay Per Click account or are new to Pay Per Click marketing, individual companies can offer a free consultation on your PPC campaign, whilst demonstrating how you can achieve your objectives; whether you want increased targeted visitors, a higher click though rate (CTR), a lower cost per click (CPC) or most importantly, an increased return on investment (ROI).