PPC offers the potential to quickly blast your business to the top of the search results for
specific keywords and phrases. It’s exciting and unique because it allows you to start pulling
potential customers to your site within minutes of setting up a campaign.
Building a campaign involves several important steps. Firstly, an ad needs to be created for
the business; then a maximum cost per click must be set for a keyword or phrase within that ad.
The higher the bid, the better the chance your business will have of going straight to the top
when someone searches for that phrase.
But there’s much more than just bidding. It’s essential that your landing page meets the strict
demands of the search engines. It needs to be relevant, useful and full of original content.
Transparency, trustworthiness and ease of navigation are also important; so the stronger your
landing page, the better your campaign will perform.
The search engine is paid every time someone clicks on your ad. You’ll never pay more than the
limit you set, and often you’ll pay less.
The fact you’re only charged when someone clicks on your advert makes PPC unique.
Managed properly, it can be extremely cost-effective. It can give you greater control
over what you spend and allow you to easily monitor the returns you’re getting on your