There can be several reasons for using PPC as well as, or instead of, Search Engine Optimisation (SEO).

• It can take many weeks / months to get well ranked in the natural listings and PPC can bridge the gap by bringing visitors within days of the site going live
• You can be found for a wider range of keywords than you can normally achieve with SEO
• You will get some visitors through PPC who, for whatever reason, would not have clicked on the natural listing
• PPC programmes let you choose the keywords you want to advertise on, the amount you want to spend per click, the position you want your advert to be shown and you only pay if you get traffic!

The position of your advert on a Google search results page, whether on the top of the page or in the right hand side column, depends upon how much you are willing to pay for a particular position. Using a system of bidding, the advertiser can choose to have his ad listed higher or lower, depending upon how many clicks he can get on each position and how much it costs.

You pay only when a searcher clicks on your listing and connects to your site. You don’t pay to show your advert, you only pay for clicks or click-throughs. Therefore, the more you pay “per click”, the better results you will have. The cost per click can vary from a few pence to a few pounds, depending on how much demand there is for your chosen keywords and key phrases. This way you only pay for the traffic to your site, there are no other hidden costs. But, don’t be scared by runaway costs in case you have a lot of clicks – you can set a daily budget, so as to limit your spend to suit your budget.

Pay-Per-Click advertisements usually appear on the search engines results pages as Sponsored Links or Listings. However, Pay Per Click is not only available on search engines. Publishers and other web site owners can also include PPC advertisements on their sites.

To run a successful Pay Per Click campaign requires considerable research, setup, maintenance, and performance measurement put in place. It’s a lot of work if you aren’t familiar with Pay Per Click and it takes some expertise to get results. If the PPC campaign isn’t properly set-up and managed, it will cost you money. That’s where we can help.

PPC is the fastest way to send targeted traffic to a new web site, as other methods require time to get results. However, PPC may not be right for everyone, but we will honestly advise you if you ask us about Pay-Per-Click Advertising for your new site.