Pay Per Click (PPC) – How it Works

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Ever wondered what it would be like to be on the first page of Google? What the benefits were and how much of a difference it could make to your business? Perhaps you’re thinking of investing in some SEO for your website? Well the easiest and quickest way to reach the dizzy heights of Google is to invest in a well managed Pay Per Click (PPC) campaign.

PPC doesn’t just put you on the first page of Google for your desired keywords or search terms, it also gives you an invaluable insight into the minds of your audience and potential customers. A good PPC campaign will give you access to reports that can tell you what it is your audience was looking for when they came across your ad. You will be able to build up a comprehensive list of keywords and phrases that can be used to further enhance your website.

Many SEO virgins undertake a short PPC campaign to further understand their market and what it is their customers want. The reality is, that a PPC campaign need not be forever, but it can provide you with invaluable information on how to promote your site through onsite and offsite SEO.

With a PPC campaign and a relatively small investment you can reap the benefits almost instantly. Your website will appear on top (or at the side) of the organic search results giving you exposure that can take months, even years to achieve through the organic rankings.

That said, Organic rankings are still best and tend to be ‘clicked’ a lot more than the PPC results. With this in mind, I would recommend running PPC in conjunction with organic SEO. Use the information you garner from the PPC reports to build your organic rankings and in time you can may be able to say goodbye to the paid campaign.

The great thing about PPC campaigns is consistency. Organic results are never guaranteed, as let’s face it, if your competition are keeping an eye on you then you will always be playing the ranking game with them. With pay per click, you are guaranteed a ranking every time.

To some, the idea of PPC can be a scary prospect, you may be nervous that your spending may get out of hand or that you will just end up throwing good money down the drain. When managed correctly PPC can be both profitable and insightful. Set your budget and stick to it. If you are still not sure about running the campaign yourself it will do no harm to speak to a professional who specialises in online marketing and advertising. Remember, you only pay when someone clicks on your ad, and if they are clicking on your ad then that means they are visiting your site because they are interested in your product or service.

Instant exposure, increased traffic, sales growth and a healthy ROI are what you should be striving for. Any online marketing company worth their salt can do this for you without breaking the bank. PPC could be just what you have been looking for all along.

Izaak is an SEO Engineer for a London-based SEO and PPC Agency.  He runs campaigns on behalf of a number of his clients, including No.1 Traveller, who operate airport lounges at Heathrow, Gatwick and Stansted.

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