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Pay-Per-Click Advertising (PPC)

What is Pay-Per-Click (PPC) advertising?

Pay-Per-Click advertising is a method of elevating your website to the top of search engines quickly. With PPC you can bid for the top place on the Search Engine Results Pages (SERPS) unlike with organic Search Engine Optimisation (SEO) where you get to the top spots by making yourself as relevant as you can to your target market.

PPC advertising is a fundamental part of any Search Engine Marketing (SEM) strategy and involves the management of keyword-targeted advertising campaigns through one or more PPC service provider, such as Google AdWords or Yahoo! Search Marketing.

PPC is a powerful tool for increasing the number of qualified visitors to a website. However, it does not work for everyone. For this reason, you need to compare the advantages of PPC advertising with other equally powerful Internet Marketing techniques before deciding which technique is most appropriate for your business.

The main advantage of PPC over SEO is its ability to deliver immediate results. SEO may produce more website visitors of a higher quality and at a lower unit cost, but it will take weeks, months, sometimes even years for the full benefits to become apparent. In contrast, PPC will generate website visitors related to your targeted keywords as soon as the PPC campaign goes live. Many businesses which require online revenues immediately use PPC as an essential part of the Internet Marketing mix.

As is suggested by the name, the amount of money spent on a PPC Campaign is dependent upon the number of times that an advert is clicked, not the number of times it is shown, as is the case with most internet marketing. Each of your campaigns can have a set daily budget and you can adjust it in light of the results achieved. The PPC advertisements are only displayed within a particular geographical area and on web pages with related content, which produces high quality traffic and a high browser-to-buyer conversion.

PPC is not, however, faultless. Its main disadvantage is that the increasing number of advertisers results in an increase in both the bid price for individual keywords and the actual click-through-cost incurred. Therefore, a successful pay-per-click campaign may find that it is priced out of the market as competition increases.

Advantages of PPC
  • Can deliver immediate website traffic if done correctly.
  • The cost is dependent of the number of times the advert is clicked on.
  • Can be used to target specific customers by appearing at the top of relevant searches or on websites with relevant content.
  • Can quickly produce a large volume of quality traffic.
  • Can set limits for the amount paid for each click and the total spent per day.
  • Campaigns can be removed or revised with almost instant effect.
Disadvantages of PPC
  • Poor pattern matching techniques used by some pay-per-click providers means that irrelevant adverts are sometimes used in place of the more relevant ones.
  • Advertisers may have to increase their budget to retain their place in the market, due to being out bid by other competitors.
  • Click-through fraud - a legitimate user is imitated in order to generate the pay per click (paid for by the advertiser) without having any interest in the contents of the site.

If you would like to discuss our Pay-Per-Click Service, please feel free to contact us at info@kenthouse.com or 0845 638 0700.