Pay Per Click Management


What is Pay Per Click management?

Pay Per Click (PPC) is a Search Engine Marketing technique. It is a way to advertise what you sell or offer on the Internet using search engines, websites and advertising networks. The main benefit is that you only pay when a web user actually clicks on an advert to visit your website, therefore making this a highly cost effective way of marketing your website on the Internet.

PPC advertising involves keywords, or themes, that you believe your target market or audience would enter into a search engine, such as Google, when they are searching for their particular product or service.

“Keywords” are simply words or phrases that directly relate to the subject being searched for, which can even include product model numbers. Initially you will need a list of keywords that you think your audience would search for and at this stage you would usually contract a Pay Per Click Manager (PPC Manager) to compile an optimum list for your product or service. Phil Yarrow Consulting offers a complete PPC Management service.

How does Pay Per Click Actually Work?

When someone searching for a particular product or service types a keyword query which matches your specified list of words or phrases, your advert will appear on the front page of the search results page. These adverts are called “sponsored links” or “sponsored ads” and appear next to or above the natural or organic results on the page. Remember, you only pay when the user actually clicks on the advert hence the phrase “pay per click”.

In addition to search engines, PPC adverts may also appear on what is called ‘Advertising Network’ websites, where the advertising, or content network, endeavours to provide adverts that are relevant to the content of the page that they appear on and no search operation is involved.

Some examples of Pay Per Click companies currently include: Google AdWords, Yahoo! Search Marketing, Microsoft adCenter, Ask, LookSmart, Miva, Kanoodle, Yandex and Baidu. Google AdWords is the largest of these.

Why Choose Pay Per Click?

There are many benefits for you in using PPC to advertise your website:

  • A cost effective method for a highly flexible advertising solution;
  • Flexibility – adverts can be switched on or off and even be set to appear on certain days or even times of day;
  • Geographical targeting – campaigns can be targeting with specific locations in mind, ranging from town to entire countries;
  • Instant results – PPC adverts will appear almost instantaneously;
  • Specific page linking – potential clients can be sent directly to specific pages within a website which will increase the return of investment (ROI);
  • Increased brand awareness;
  • Multiple media types supported – PPC ads can include text, JPGs, animated GIFS, videos, etc.

How Can We Help You With PPC?

If you have an existing PPC Campaign running but you don’t feel it’s producing the desired results, we can offer a FREE PPC Review.

If you’d like to start up a brand new PPC Campaign, we can set this up for you and manage it on a monthly basis.


PPC Case Study

Read how we turned a Pay Per Click campaign around by 61%

Read our Sales Lead Generation Success Now »


Testimonials

“I know Phil from his role as a search marketing consultant at Lantrix. Phil handled both the paid search and SEO for Hotelnet for over a year. During that time I always found him to be a very capable and proactive online professional. Phil clearly enjoys the work he does and has a real infectious enthusiasm for SEO.” — Khalid Amin (Superbreak)

“I had the pleasure of working closely with Phil whilst he was heading SEO and Online Marketing strategy at Hotelnet … he made a very significant difference to overall rankings for a notable number of search terms … Phil is a true professional; he will spare no effort to deeply research his target markets in the minutest detail in order to extract the maximum SEO value for a client and likewise he spares no effort to maintain his knowledge of the most current trends in the SEO world…just as importantly, he is also a really nice guy!” — Amit Biswas

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