Search Engine Marketing

Pay Per Click Services UK

There are three main pay per click services in the UK which can be used for advertising online. They are provided by the most popular search engines and are called AdWords (Google), Yahoo! Search Marketing and adCenter (MSN).

There are also numerous other smaller pay per click services in the UK that have sprung up to take advantage of this rapidly expanding market.

Pay Per Click Explained

Pay per click (PPC) advertising is a relatively new way of marketing online that is proving to be very popular with both advertisers and consumers. It works by displaying simple text adverts alongside search engine results.

For example if you type the phrase 'pay per click setup' into the search engine Google, you will see a list of adverts displayed in the right hand column next to the search results. These adverts are related to the phrase that was searched for, so in this case they will be about setting up and managing pay per click advertising campaigns.

Advertisers write an advert, choose which search terms they want their advert to show for and then set a maximum amount (bid price) that they are willing to pay every time the advert is clicked and a customer is sent to their web site.

Benefits Of Pay Per Click Advertising

• Highly Targeted - The major benefit to PPC advertising is that it focuses in on your target market. As long as you only select relevant keywords in your advertising campaign, your advert will only ever show to customers who are searching with terms related to your product.
• Flexible - There are lots of options you can choose when setting up a PPC campaign, you can state which countries you want your advert to show in and you can even specify regions in some cases. Once you set up your campaign the adverts can start showing in just a few hours, you can continue to edit your campaign as it runs and these changes take effect almost immediately.
• Cost - You are in total control over how much you spend on your campaign. Maximum bid prices can be set for each individual keyword and you can state a daily budget to keep your spending to a certain level. As the name of the system suggests, you only get charged when someone actually clicks on your advert, none of your budget is wasted on people who are not interested in your market.

Setting up a pay per click campaign is relatively easy if you are technically minded. However, it takes skill and experience to optimise a campaign for maximum profitability. To gain the full benefit from PPC advertising you need to start the campaign with the best keywords and settings and then carefully track the results.

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If you are interested in starting a pay per click advertising campaign for your business or if you think your existing campaign could be improved please contact us. We will be happy to answer your questions and discuss how we can help you use PPC advertising to boost your profits.

Listen to Kath Dawson's podcast on introduction to search engine optimisation which covers the basics of what SEO is, how you can learn to do-it-yourself and why sometimes it can help to use an SEO specialist if you do not have the time or experience to make your web site work for you and bring you traffic.

KATHRYN DAWSON MBA, is Marketing Director of Strategy Consulting Limited and runs the search engine optimisation department.

(This podcast was recorded recently for expertsonline.tv)

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