Pay-per-click and paid search advertising


Pay-per-click (PPC) advertising means that you pay a fee every time your online ad is clicked. Paid search marketing is a type of PPC advertising that lets you target potential customers actively searching the internet for the products or services you offer.

Because you only pay when users actually click on an ad to visit your website, PPC is cost effective. When users search the internet using keywords, sponsored links/ads appear above the ‘organic’ results on search engine results pages.

PPC advertising can be set up quickly, offers flexible targeting options, and provides data to help the evaluate campaign performance. To be successful, PPC advertising requires strategic thinking, in depth analysis and careful, ongoing management.

This guide describes how PPC works and how to use it to get your ad a stronger rating, drive more targeted traffic to your website and turn a customer’s interest into a sale.

Watch the video below of Louise McCartan, Search Scientist Ltd, explaining how to setup, monitor and tailor a successful PPC advertising campaign at an Invest Northern Ireland workshop.