Pay Per Click

Pay per click explained

Website owners are required to optimise their web pages to achieve high rankings on search engines for relevant keywords. 

This is a slow and costly process 
requiring continuous management. The pay per click (PPC) option allows you to buy the really important keywords and reach the top position on those keywords, 
bypassing all the optimisation tasks. The pay per click programmes are a cost-effective way to attract cheap, targeted website traffic.

 
The advantage of this kind of advertising is that you pay only when someone actually visits your site. Every time a user clicks on the website's link in search results, 
the website pays the PPC engine a small fee (usually from 10 pence upwards) for the traffic. 

If several websites have chosen the same words, they can bid for position on their selected keywords.

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Pay per click engines

The three important PPC engines in the UK are Google, Overture  (UK version) and Espotting. Together, they offer a UK online audience reach in excess of 80%. 

For more information and advice about PPC visit 
www.payperclicksearchengines.com. This directory includes a summary of the strengths of each one of the major PPC search engines.

PPC engines employ editorial teams to ensure websites only bid on relevant search terms and use grammatically correct titles and descriptions that meet their style guidelines. Many offer online tools to help websites select the most relevant words, monitor traffic and improve their campaigns over time - and will write and 
manage campaigns for a fee. 

Clearlybusiness have written an article, 'make pay per click advertising work for you' which contains six guidelines to help a company start out with a PPC campaign.