PPC is sometimes referred to as Paid Search, SEM, Cost Per Click or Pay Per Click. PPC is how you pay to advertise your company on search engines like Google, Yahoo! and Microsoft’s Bing. Your adverts appear under the heading ‘sponsored links’ and any advertiser can simply pay to appear in this ad space (exceptions do apply).
“The cost of clicks is determined by a number of factors including but not exhaustively the maximum price you are willing to pay, the click through rate (ratio of number of clicks from the number of impressions your advert receives) and the website page content amongst many others.”
Return On Investment
Pay Per Click is transparent and tangible. You can see where every penny is spent and how much return it delivers. We work to agreed ROI criteria so that every £1 you spend with us will return a profit that you are happy with.
PPC adverts appear on the page under the heading “Sponsored Listing”, “Sponsor Results” or “Sponsored Sites” depending on which search engine is used.
Top Position
As an advertiser, the position that your message appears on the page is determined by a number of factors. Using Google as an example, we know that Price is important, known as the Maximum Cost Per Click (the most you are willing to pay for each individual click).
But in addition to this, other criteria include your CTR (Click Through Rate) as well as the content on the website ‘landing’ pages that the user is directed to after the click.
These elements are contained within Google’s own Quality Score (QS). The QS determines the position you achieve for any keyword placement (known as Ad Rank) when taken in conjunction with the Maximum CPC you are willing to pay.
“The net effect being that you can be placed at Position 1 for a keyword phrase and pay less per click than the advertisers below you.”
Value
This is where the value of a PPC Expert lends its weight as the process is not a straight auction but a process of efficiencies across a number of key optimisation areas.
Pay Per Click is immediate; you can place an advert on Page 1 of Google for a given term and within minutes you will receive clicks to your website. It is dynamic; you can ad/remove adverts at will and move your price up and down to suit your budget or business requirements.
“Used in conjunction with SEO, they are an incredible advertising force and an integrated campaign will provide exceptional ROI.”
For more information on how we would add value to your PPC Campaign, contact us or call us on 0845 459 0558.
