Whatever type of organisation, whatever the size, target audience or location, you can use this advertising to increase your profits.
Advertisers pay the publisher (typically a website owner) when the advert is clicked.
You may be familiar how Facebook use this form of advertising to generate income. When on your Facebook page, you will notice adverts on the right hand side of the page. Each time a person clicks on this advert, the advertiser is charged by Facebook, therefore, if your advert does not get a response, it does not cost you anything! Search engines are also top providers for PPC.
How much you pay for each click depends on how much competition there is for the search terms. You choose how much to pay – and you can also specify a maximum daily, weekly, monthly or even total budget.
The biggest pay per click provider has to be Google. There is no minimum advertising spend and your campaign can be live within minutes.
Here’s how it works. First, you write your ad. It needs a catchy headline and a few words of compelling text to get people to click on your advert. Then you select the keywords that you are going to bid on. For example, if you wanted to sell wedding packages, you may bid on ‘Wedding Package’ or ‘Wedding Offer’. This means that every time somebody searches using any of these terms, your advert will show on the pages showing the results of their search.
Next, you need to decide how much you are willing to pay every time somebody clicks on our advert and is directed to your website. The more you are willing to pay, the higher your advert will be placed on the search page. How much you need to pay to be near the top will depend partly on how competitive your search term is. For example, bidding on the term, ‘Roses in Monmouthshire’ will be a lot cheaper than bidding on the term ‘Flowers’ (Intaflora and Marks and Spencer bid highly on Florist search terms!).