What is Pay Per Click PPC Advertising ...

Pay per click marketing is also known as cost per click advertising or under the Google brand is known as the Google Adwords programme. Pay per click or ppc marketing also falls under the much larger umbrella of "search marketing" or "online marketing" as a means of promoting or marketing your website.

There is often confusion between PPC marketing and SEO, search engine optimisation, or search engine marketing optimization, and the two are quite different online marketing techniques however PPC and SEO do complement each other.

Although PPC is avaliable through several providers, we will refer to Google as over 86% of all Worldwide searches are conducted here.

Below, you will see a typical Google search results page, on the left you will see results and on the right you will see results. The results on the left are known as the natural results, the natural listings or the organic results / listings. The results shown on the right, are the pay per click results, paid listings, sponsored listings or specifically here, the Google Adwords paid for results.

You will also notice on the left, the top 3 listings have a slight background shading, these are also paid listings and are just the same as those on the right but are available at a price premium.

How does Pay Per Click PPC work?

For those of us who have been using the internet for some years, we have always been used to clicking on the website links on the left to view 'advertisers'. Pay per click is a relatively new service that has only been added in the last few years.

Unlike results in the natural listings, when we click on a 'sponsored listing' or pay per click ad, the advertiser will be charged for the privelage of that click. i.e. we search on "Cheap holidays" and are faced with a number of results, both natural and paid. We scan the screen and click on the ads that are most suited to our search so if we quite fancy a cheap holiday in Florida, but hadn't originally considered Florida, hence our generic search term "cheap holidays", then any ad that has the words "cheap holidays Florida" is likley to be a potential for our click. Similarly, if we see an ad with Majorca in it and Majorca was on our list of places not to go to, then clearly we would ignore these ads.

Well written, appealing, unique, targetted and carefully balanced ads are extremely important in order to captivate the searcher. If we are searching on the "Hotel Windham Orlando, International Drive", then if all this text is shown in an ad, it makes it very specific and targetted to us and therefore highly likley we will click on it. But, if it also said, save £100, we may then be even more likley to click on this as opposed to a similar competitors ad.

Ok, so we've found our ad for the Windham, we click on it and are faced with a travel agent home page who provides holidays Worldwide and we can't see anything about the Wyndham hotel, so dissapointed, we leave. What a dissapointment!

The Wyndham may well be on the site but the ad wasn't linked to the specific page as it should have been. We need to give the searcher the quickest, most appropriate way to get to where he wants to get to and save him the legwork otherwise he WILL go elsehwere and find a more user friendly site or ad. Too many websites have their ads all pointing to their home page when they should point elsewhere.

Irespective of what do after we have clicked on the ad, the website owner / advertiser is charged fo rthat click. An amount is automatically deducted from his online account. This fee, will vary enormously according to the industry that you are in and how competitive it is and more specifically, how targetted your ads are and the keywords that you use. As a rule the more generic the keyword that you list under, the more expensive it will be i.e. if we are looking for shoes, "brown leather shoes" will be less expensive to advertise under than just "shoes". You will also benefit from this though as the search is more targetted and the client/searcher is immeditaly eliminating a huge market such as black shoes and canvas shoes.

One final point, is that too many advertisers tend to use a single generic ad that is meant to support a massive product range. If you have a selection of products avilable for sale, then you need a specific ad creating for each. There is little point in having an ad read "Gardening products for sale, seeds, soil, save 25%" and the ad links to a page about greenhouses.

Read more on our main site and find out more...or call or e-mail for a no obligation quote specific to your website / industry.

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marketingbag is a ppc agency that specialises in ppc adwords, ppc campaigns
and helps in creating pay per click formula for pay per click website marketing
and pay per click adverts. Being a pay per click agency and pay per click consultant on pay per click ppc we are also able to provide many other marketing services for small businesses such as website graphics design and websites for new businesses.

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