Pay per click (PPC) advertising

Understanding PPC

Pay per click or PPC is the advertising method used by search engines, websites or blogs to charge for advertising space.  A company summits an advert to the advertisers (e.g. Google) then each time their ad is clicked on by a user, the campaign is charged.  Each advertiser has different charges and different methods of displaying their adverts.

Search engines like Google, Yahoo, MSN and Ask make the majority of their revenue by selling advertising space on the search engine results page (known as SERPs). Once a user has made a search, the PPC adverts will be displayed usually on the right hand side of the returned results page and be indicated by “Sponsored Links” label.

The adverts that are returned are in direct relation to the original search which is carried out by the user.  The keywords that are used in the search are extracted and then matched to adverts that are related.   Below shows where PPC adverts are shown on the Google results page;

Paying for a PPC advert

The payment for a PPC advert works in a closing bidding system.  When placing an advert on the search engine you will need to decide a budget and the amount you are prepared to pay for each click on your advert.  The position of your advert will largely depend on quality of your PPC campaigns and how much you bid in comparison to other advertisers. The company prepared to spend the most will gain the top position and the other advertisers will be shown in a descending list based on their bid amounts and some other (quality) factors.  Once a user clicks on advert the amount you have agreed to pay for the click will be deducted from your account. When the amount you are willing to pay per day (your budget) is reached, your adverts disappear, meaning that you will never spend more than your budget.

When we manage PPC campaigns for our clients in Surrey and across the South of England, we work to

• Increase clicks through to you website
• Decrease costs per click (CPC)
• Improve ad campaign performance
• Increase return on investment (ROI)

PPC results

We have worked on lots of pay per click campaigns since 2003. Our clients have seen massive increases in sales as a direct result of our work, as well as seeing huge reductions in cost per sale. This has lead to huge increases in ROI and lead to us developing an SEO campaign to improve clicks even further.

Get in touch

For more information on the PPC campaigns we have worked on or to find out how we can help you, please contact online or call us on 0845 260 2343 to speak to our online marketing experts.