You enter a bid with an advertising provider for a particular keyword, declaring how much you are willing to pay to have your advertisements associated with that keyword in search results on the advertiser’s platform. If you have the winning bid, that results in targeted ads being displayed in the internet search results of individuals who search your chosen platform for the keyword you bid on. You pay the given amount whenever a user clicks on one of your advertisements, meaning that you only pay money when somebody actually visits your Website. PPC ad campaigns can be managed in real-time, allowing you to make and effect changes almost instantly (such as by modulating the frequency with which your ads appear). Major providers of PPC advertising today include Google, Amazon, and Bing, with Google being the clear leader.
Far and away, the major benefit of PPC advertising is the speed with which it takes effect. You will most likely notice results within a few minutes of launching your campaign (assuming you’re paying attention… and you shouldn’t be spending money on it if you aren’t). PPC drives targeted, interested traffic — people who already know that they want what you have to offer them, at least in terms of products or services — straight to your Website, and it does so quickly. The major downside to this is that it can be very expensive; for popular keywords, individual clicks will certainly cost you whole-pounds amounts. If you aren’t careful, and you allow your advertisements to appear too often — or you don’t pay attention to how quickly your traffic is accumulating — you can run up a cost of thousands of pounds within hours. PPC is powerful, and effective… but it requires close monitoring and careful consideration.
A solid understanding of your business and the market environment are crucial in determining the ideal keyword mix. Let us help you in identifying the terms that will make you money!
A solid account structure is key if your PPC campaigns are to deliver the best results! We routinely help advertisers implement and update their accounts according to the latest best-practice guidelines.
If you’re looking for assistance on short term projects, once off campaigns or account audits we are happy to work out flexible rates around your specific requirements…