Guide

Pay-per-click and paid search advertising

Introduction

Pay-per-click (PPC) advertising means that pay a fee every time your ad clicked. Paid search marketing 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 highly cost effective. When users search the internet using keywords, sponsored links/ads appear above the results on search engine results pages.

PPC advertising can be set up very quickly, offers great flexibility in targeting and scope, and provides a great deal of information to measure campaign performance. You only pay for 'click-throughs', so it can be a highly cost-effective form of advertising when implemented correctly. 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 users' 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.