While Search Engine Optimisation is a long term process, Pay Per Click campaigns can be set up very quickly and help you get on top of the search engines in no time.
To start with, let’s define what Pay Per Click is: it’s a form of online advertising where you only pay every time someone clicks your ads. Many platforms and advertisers offer this, the most renowned being Google and its advertising program Google Adwords. In 2012 Google generated over $43 billion of revenue from over a million customers proving once again they’re the number one search engine by far and the place to be for advertisers.
As a reminder ads in the Google search engine can be found at the top of your results (usually 2 to 3 listings marked as ‘Ad’) as well as at the very bottom of the page.
So should you be using Google Adwords too? Most probably yes. Because even if you’re selling very niche B2B products to a very specific type of industry, there is a way to narrow down your keywords to reach your potential customers. And that’s not to mention Google’s Display Network which is another form of PPC advertising where you can target very specific types of websites.
Opening an account is free and you will also find a lot of vouchers all over the internet offering you between £30 and £100 of credit to start your advertising, which is ideal to give it a first try.
However, keep in mind that if you don’t set up your account and campaigns correctly you may end up spending thousands of pounds on irrelevant keywords. So make sure you keep it all under control, follow this guide and most importantly, set up a low daily budget to start with.
The same principles detailed below will apply to Bing Advertising and most other PPC platforms so feel free to simply reproduce your Adwords campaigns in these programs.