Why use Pay Per Click (PPC)?

Pay per click is the technique of advertising with search engines, so that your advert is listed when people search for particular keywords or phrases.

Advertisers are charged a fee every time a visitor clicks on the PPC advert.  In essence, website owners have the opportunity to bid their way to better positions on search results pages (by paying a higher price than their competitors for each click) and attract more traffic that way.

The paid adverts appear at the top and on the right hand side of the Google search results page and at the bottom and on the right of Yahoo’s.  The relative position on the page is based on the price paid for the clicks and the relevancy of the advert to the search term.

As part of an integrated internet marketing strategy, PPC can be successfully employed in a variety of ways:

• To stimulate sales activity

• For particular promotions

• To augment other SEO activity

• To counter competitive activity

Search engine marketing (SEM) is about more than just generating high volumes of traffic to your website.

Effective SEM as part of an integrated strategy allows you to make your website visible to people who are actually looking for the products and services that you have to offer, i.e. potential customers.

If a potential customer does a keyword search and a list of related websites shows up but you’re not one of them, they’re likely to do business with someone else.  Can you really afford to lose potential customers that way?