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Pay-Per-Click Advertising

Pay-per-click advertising

Pay-per-click advertising (PPC) allows your business to advertise on the pages served by search engines when a user searches for a specific keyword – placing your business in front of people actively searching for your products or services.

The use of PPC advertising has grown substantially over the past few years and now represents the one sector of advertising – both online and offline – with the highest increases in annual spend. PPC is also the part of the search engine business that has provided the exceptional financial growth for the likes of Google and Yahoo!, as many companies have started to use this form of targeted advertising and therefore the average cost for buying position within the sponsored listings has also increased.

PPC can be an immensely powerful and cost-effective advertising tool, either used in isolation or alongside a search engine optimisation campaign. At the web search workshop we have been involved in running PPC advertising campaigns since the launch of this technique and now manage this activity on a daily basis for many of our clients.

Within this section of the website we have created a range of resources to help you learn more about how to use PPC effectively and how we can help:

What is pay-per-click advertising provides an introduction to this medium in a Q&A format, looking at the many questions a newcomer to this technique might have.

Pay-per-click strategy provides a more in-depth look at the strengths and weaknesses of this medium.

PPC verses SEO (search engine optimisation) compares these two search engine marketing techniques and their relative advantages and disadvantages.

Pay-per-click providers looks at the main providers offering PPC, including Google AdWords, the new MSN adCenter, Yahoo! Search Marketing (formerly Overture), Miva, Mirago and Webfinder. It highlights the features of each provider and their strengths and weaknesses.