Pay Per Click (PPC)

What is PPC?

Pay Per Click is simply an advertising medium which allows you to get traffic through to your website and you simply pay for each click you receive, if you receive no clicks then you pay nothing. Lots of people are mislead by how PPC works, for each keyword you have you set how much you want to pay per click. Where companies are misled is that they then think that who ever is willing to pay the highest PPC goes to the top, this simply is not the case. Search Engines thrive on providing quality in their search results otherwise it reflects badly on them, in order to provide quality results they have to base the ordering of their PPC results based on a combination of both the price per click and the quality and relevancy of the websites content.

Another part to PPC that a lot of companies are unaware of is how the bidding actually works. If for instance you set your maximum price per click to £1 and this was substantial to land you the top spot and your nearest competitor has their maximum price per click set to £0.60 then you would find yourself only having to pay £0.61 per click instead of the £1 per click that you are prepared to pay.

The Advantages and Disadvantages

There are many advantages and disadvantage to participating in Pay Per Click campaigns. The main advantage is that with PPC you get instant exposure unlike SEO which requires months of work before seeing results. The correct research needs to be carried out before throwing any budget at PPC. The best way to approach Pay Per Click is to compile a comprehensive list of keywords associated with your products / services and run them through keyword planners provided by the likes of Google Adwords and Bing Ads. These tools will give you a rough idea how much it will cost per click for first page exposure. Once you know how much you’re a going to be paying per click you can then divide your average order value by the cost per click.

Breakdown of the Figures

If your average order value is £100 and your cost per click is forecast at £1 per click then you need to be making at least 1 sale out of every 100 clicks just to break even. No business minded person wants to just break even so its up to you to determine what would be satisfactory as a minimum expectancy to make things worth while.

On a daily basis we see many companies running Pay Per Click campaigns at a loss without even realising it. We can help do the necessary research to discover whether PPC can profitable for your company. The process begins as follows:

  • 1Send us a list of your desired keywords
  • 2We then broaden your list of keywords and input the list in to Google Keyword Planner
  • 3The Google Keyword Planner then adds in its own suggestions creating a comprehensive list of keywords
  • 4We then analyse the PPC of each keyword to eliminate any unprofitable keyword
  • 5Once you have decided on a suitable budget we can then go live with your campaign
  • 6

    After one month you will have accumulated enough data for us to perform some analysis on what we can do to strengthen your campaign. PPC campaigns always need refining to ensure that you are getting the best from your campaign

How Pay Per Click Works

Choose Target Audience1

Choose Target Audience

Develop Content2

Develop Content

Set Budget3

Set Budget

Increased Traffic4

Increased Traffic

The Best Places for PPC

There are 3 major brands which flourish when it comes to PPC, Google Adwords, Bing Ads and Facebook. So what are the advantages and disadvantages of each?


Google Adwords

This is where the majority of the traffic is, but with popularity comes strong competition so Google Adwords is the most competitive platform for PPC, the more competition the higher your PPC becomes, the higher the PPC comes the less profit you make. As long as your Pay Per Click campaign is managed professionally there is excellent opportunity to get a good return on investment.


Bing Ads

Bing Ads is in fact a combination of both the Bing search engine and Yahoo. 1 in 10 people choose Yahoo or Bing as their search provider. Although this is not even close to 9 out of 10 people preferring to use the ever dominant Google there is still enough of a market share there to increase your companies turnover. Although Google has roughly 90% of the market share a lot of that consists of sales people using Google as a data source. This is a problem for companies using Google Adwords because sale people are forever clicking on Google Adwords which is money wasted.


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