If you have a business and haven’t heard of pay-per-click (PPC) before then it is something which you need to look into. PPC marketing is essential to the growth of any business, but many people don’t know anything about it. That is why we’re here to teach you what PPC is and why it is so beneficial.

According to the Government’s Office for National Statistics, 74% of all adults bought goods or services online last year and 76% accessed the internet every day – and these statistics are only increasing, meaning that it is essential that businesses make the use of digital marketing strategies such as PPC.

So what exactly is PPC? This is a form of internet marketing, where the advertiser pays each time someone clicks on their advertisements. Companies put in place keywords which are linked to their adverts and when these keywords are searched for the most relevant adverts and shown to search engine users.

You now know the basics of what PPC is, but what are the benefits? PPC is a great way to generate traffic instantly. Normally marketing strategies such as search engine optimisation takes months for traffic to be directed to websites, so this is a great advantage. Not only this but setting up a profitable PPC campaign sometimes only takes days or even hours, whereas other types of marketing campaigns can take weeks. However larger PPC campaigns can take much longer to set-up. PPC uses a combination of bidding strategies and quality scores which are determined by things such as ease of website use; This allows for Google to decide which avert is going to be shown in the most premium positions.

As I previously mentioned, relevant keywords need to be added to a campaign for the advertisement to appear. However, this can be rather time-consuming, but keyword research is incredibly important for a successful campaign. You should always ensure that your keyword list is relevant, expansive and exhaustive.

  • Relevant: Picking relevant keywords is essential, this is because nobody wants to be paying out for keywords which aren’t targeted towards your business.
  • Expansive: Always make sure that the campaign is constantly refined and expanded.
  • Exhaustive: Don’t forget to add long tail keywords to your campaign.

When it comes to keywords, like many other PPC aspects, the little things can make the most difference as to how campaigns run; this is why PPC is always something best left to the professionals.

Things to Note:

Make sure that once you have created your campaign, that it is managed and checked on a regular in order for it to be successful. In addition to this, make sure that keep adding relevant keywords to the campaign to expand the reach, add negative keywords and make sure that you split your ad groups and refine landing pages.

If you think that PPC will benefit your business but want to make sure it is done properly and that no money is lost, then why don’t you talk to one of our PPC experts today. We are currently offering free PPC campaign reviews for all to take advantage of – You really do have nothing to lose.


Natalie Dinsdale