PAY PER CLICK ADVERTISING

Pay per Click advertising is a quick way to get more vistors to your site as you can have adverts live within 24 Hrs.

You can see from the screenshot below that "Sponsored Links" (i.e. adverts) are placed just above and to the right of the Organic Search Results (those pages that Google actually thinks are the most relevant to your search). 

• PPC “involves buying positioning on page 1 of a search engine when a search is made for specific words or phrases (keywords)”
  • It's not quite as easy as that - It's not necessarily the highest bidder that gets the top spot, Google apply some other criteria, such as their view of the relevancy of your advert to the keywords and after a while they will look at the number of clicks your advert has got versus others.
• Unlike other forms of advertising where you pay for the space, irrespective of wether any one actually comes to your site or rings you, with PPC you only pay when someone clicks on your advert and visits your website.
• You must decide on the correct Keywords for your business otherwise you will be paying for unqualified visitors.
• Remember these are adverts that you are paying for, treat them like any other advertising and write them correctly to get people to click on your advert rather than your competitors. 
• Make sure the page they land on is specific to the keyword e.g. “red shoes” – the customer must land on a page about red shoes, not your Home page or even your Shoes page.
• You can get immediate results – Google ads can be running in hours - very quick ROI and it canprovide you with information to make sure your Search Optimisation Work is done on the right keywords. These are the keywords that that bring you the most customers, not necessarily the nost clicks
• Over time, as others decide that they want visitors for the same keywords as you then, the cost per click will go up - you must measure your conversion rate to make sure you are not paying too much for these leads.