Pay per Click (PPC) is search engine marketing where you pay only when someone clicks on your advert. Google AdWords is probably the best known PPC program but Yahoo! Search Marketing, MSN AdCenter and MIVA and others all provide programmes too.
In PPC one generates keywords and phrases and you are guaranteed to appear in response to these search terms.
Getting to the top of the list means paying more than other advertisers and / or having better performing adverts with higher click through rates, but other factors such as the daily budget, quality score (which measures how relevant your keyword is to your ad text and to a user's search query), advert scheduling and geographic targeting also come in to play.
Within PPC there are two major categories "Keyword match" and "Content Match". Keyword match displays your listing on the search engine itself whereas content match features adverts on other sites in the search engine's content network that run its advertising.
The benefits are clear. Sometimes it is really quite difficult and time consuming to reach the top of the organic rankings. With PPC you can be up and running fast and get:
- Targeted reach - aim at the keywords and audience you want
- Control - adjusting adverts, keywords and budget
- Measurablility
Setting up and running a Pay per Click campaign has a number of phases
- Objectives
- Strategy
- Keyword research
- Copywriting
- Advert testing
- Bid setting
- Monitoring
- Optimising
- Reporting
This is what we will run for you so that you get the best ROI possible.
