Paid search fundamentals

Pay per click (PPC) is a form of search engine marketing (SEM) which allows your business to appear on Google, Yahoo and Bing whenever a highly-relevant search is made.

Unlike other forms of marketing, such as television, radio and print, pay per click marketing is incredibly targeted and controllable. Advertisers can choose exactly which search terms trigger which of their ads, and to which landing pages visitors are taken. By targeting thousands of key phrases which are strategic to your business, it is possible to reach a huge number of potential customers – customers who are already interested in the products and services of your business.

Since you only pay when someone clicks your ad and visits your site, pay per click marketing is incredibly measurable. The performance of each search query, ad message and landing page can be tracked with remarkable detail, allowing the continual refinement and improvement of campaigns. If strategically combined with web analytics, a pay per click campaign can deliver a fantastic level of insight on important metrics such as user engagement, repeat visitors and brand strength – all of which can then be used to further improve your return on investment from paid search.

If done successfully, a pay per click campaign can be incredibly effective at delivering a high number of low-cost sales or leads for your business. A well-managed pay per click strategy can have an immediate effect, and deliver considerable value for your marketing budget.

To find out more about the practice PPC marketing, explore the benefits of my approach. If you'd like some tailored advice on how pay per click marketing can help achieve your business goals, please get in touch for more information.