What is it ?
Pay Per Click is advertising for which you only pay when it works.
Instead of paying for an advert to be displayed in a certain place for a set period of time, you pay according to how many people click on it, at a set rate per click.
It’s like paying The Yellow Pages according to how many phone calls your listing brings in. If nobody clicks, you have nothing to pay.
How does it work ?
Let’s say your company sells clown wigs.You might choose to advertise with Google on the search term ‘clown wigs’ setting a budget of £2 a day.
Whenever someone searches for ‘clown wigs’ Google will display six to eight ‘Sponsored links’ alongside its ordinary search results, one of which may be yours.
Assuming this is charged at 20p a click, then as soon as ten people have clicked on your link, the limit will be reached and your advert will stop appearing (until the next day).
What we can do
The problem with pay per click, is that it ignores what happens after the user has clicked.
You might find, for example that people who search for ‘circus attire’ rather than ‘clown wigs’ are twice as likely to buy something once they arrive at your site.
But at the same time, many more people may search for ‘circus attire’ than ‘clown wigs’, contributing to making this a more expensive term on which to advertise.
Running a good PPC campaign means carefully balancing this kind of consideration across a range of different terms to get the best return on your investment. That’s where we come in.