What is Pay Per Click - PPC

Guide to PPC

What is it?
Pay-per-click (PPC) is a form of web advertising that allows companies to place advertisements in search results or elsewhere on the web, paying only when somebody clicks on an ad, rather than paying for impressions. A company decides which keywords they want to target and write an ad, which shows every time the keyword is typed into a search engine.

Who uses it?
Websites who want to drive targeted traffic to their site in an attempt of increasing sales. New websites who want to generate traffic quickly and promote their brand.

Why is it useful to an organisation?

  • PPC gives an organisation almost instant targeted traffic
  • PPC advertising is cheaper than outbound marketing.
  • Everything about PPC advertising is customised. There is a customisation of daily budgets, time of display, and position to make sure that the business is only spending what is necessary.
  • You can focus your advertising on specific regions where you conduct business
  • PPC allows you to use words that you wouldn’t usually incorporate in your website for SEO activity


  • You choose the amount you bid for each search term. But you also must pay for each visitor who clicks your ad, regardless of whether that person converts into a buyer.
  • Without the right Pay Per Click advertising, the site may get many visitors but very few sales, which means the business is paying for nothing.
  • It’s simple to start a PPC campaign, but once you end it or run out of funds, your ads will disappear.
  • Google Adwords is a very popular way of driving traffic. The more people use the system, the more it will cost to achieve the top position.
  • It’s easy for a competitor with deeper pockets to outbid you.


Google Adwords – leading PPC search engine.
Traffic – Visors to the site.
ROI (Return On Investment) – is used to evaluate the efficiency of an investment.
SEO (Search Engine Optimisation) – the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.

Key Sites/Blogs