Pay Per Click (PPC) Management

Pay Per Click (PPC) Management 

Pay Per Click has an instant impact and gives your brand a much larger reach and exposure as a result of purchasing traffic on major search engines. But that traffic should ultimately decrease as we look to increase organic traffic. We say PPC is “rented” while organic is “owned”. The goal is an invested visitor, with intent, without having to pay for them. PPC is a good short term fix, and most effective when combined with the long-term organic tactics.

How does pay-per-click work, exactly?

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.

What are some of the benefits and drawbacks of pay-per-click advertising?

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.

Keyword Research

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!

Account Restructures

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.

PPC Consultancy

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…

PPC Platforms

There are so many Pay Per Click platforms, each have their cons and pros depending on your requirements. For example you would like to advertise a vacancy – using LinkedIn to advertise would be more suitable due to the more mature audience compared to advertising on Instagram, a more image and video based advertisement service.


Arrange your Audit Today