PPC & Cost Per Click Advertising

PPC is Pay Per Click advertising. This is the process of placing an advert on a website where you only pay for the advertisement each time it is clicked.

The most popular and widely known method of PPC advertising is Google AdWords. These are the results you see in the coloured box at the top of Google listings after you’ve typed a search term. The organic listings, products of SEO, appear just under the coloured box at the top of the page. You can see an example of this below:

You also get a raft of other advert listings down the right hand side of Google when you enter search terms and these are also PPC. The way to get your advert listed on Google is by setting up an AdWord and then setting up a big amount. It works much in the same way an auction does, whoever bids the most is displayed higher and more frequently than the rest. You can manage your budget so no matter how many clicks you have in a day, the price will not go over a set figure.

You also select the phrases you want to appear for and can do this via broad match or exact match. For example, if you were to place a bid of £4 per click for the exact match phrase [PPC] then you would only show up in the results for an exact search for PPC. However, if you were to use broad match for the phrase PPC, this could see you showing up for such terms as Pay Per Click and PPC company.

The benefits of broad match are that you’re matched up to more terms and appear more frequently for a wider variety of phrases. This can however use up your budget quicker than an exact match campaign that wouldn’t show as often, so wouldn’t clicked as quickly.

Weighing up the two options depends entirely on how you want to target your audience. If you want a precise campaign of people search for particular products to buy (“green case for iPhone 5”), then an exact match campaign would be perfect. However, if you’re after a wider range of people who may be looking at more general products to buy (“iPhone 5 cases”) then broad match would be better.

So if you’re looking to boost product sales or advertise your services and think PPC is for you, get in touch!


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