PPC

But what is PPC and how does it work?
Whoever you are talking to, it helps to know their language. And if you’re online it helps to be in tune with the language your audience is using, especially if you plan to spend money on online advertising.

Pay per click advertising is available through search engines and specialist portals. Search engines collate the content of the web so that users can more easily find pages and sites of interest to them, they’ve become a vital part of our web experience. It makes sense that businesses would advertise here and they do.

Using Google as an example. When users type in a term and conduct a search the results are divided into two types. Natural search results are listed to the left, paid-for result listings are on the right. It’s the right-hand list that’s of interest.

The list on the right is generated from a list of paying advertisers. Each is prepared to pay a sum for web users searching the term or parts of the term you've used to be diverted to their website. How much they've paid depends on the popularity of the term and the competition for it.

The ones at the top of the list have probably paid a bit more than the ones at the bottom and almost certainly more than the ones on the next page. The reason is simple, users are more likely to click on items towards the top of these lists and a measurable number can be converted into customers.

So you can see that if you could answer the previous four questions and we can tell you what it would cost to get your company on the search list (and given the proviso that you are an advertiser at the moment) then you may have a case for looking at this form of advertising.

Now, if you’re interested, pick up the phone and call theMediaPractice.

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