What is Pay Per Click advertising?

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Pay Per Click (PPC) is an exciting new form of advertising where advertisers only pay when someone visits their website.

This means that, instead of paying for display ads which may not generate any response, you can now only pay for responses.

PPC is actually a version of direct marketing called "PI advertising".

PI was the hidden secret of some savvy direct marketers. They would approach advertising media (e.g. newspapers, radio stations and TV) and offer to take up their - unused advertising slots - and, instead of paying for the space, they'd pay for the responses they received (PI = "per inquiry").

Now, one very clever person realised that PI was ideally suited to the internet because the advertising medium - a web page or search engine - could easily track how many people had clicked on a particular ad or link.

So, PPC was born.

How does PPC work?

With Google Adwords (the most widely used and, in my opinion, the best form of Pay per Click advertising), you write and ad and choose

• - which page on your website you want the ad to click through to
• - which words and phrases you want the ad to show for
• - which countries and cities you want to advertise in
• - how much you are willing to pay for a click (this is the key factor in deciding how high up your ad is)
• - how much you are willing to spend in a day
• - whether you want your ad listed on the Google search engine, on other websites, or both

As you can see, you have an incredible level of choice and this gives you the ability to target your offer to a very precisely defined audience.

And, with Google's reporting software, you can keep a very close eye on how all your ads and key phrases are performing.

And this takes us to something I really love about Google Adwords: Google allows you to test your ads against each other. This means that you can run 2 ads for the same keyphrase, the same market and the same landing page on your site and Google will show you which ad generates the better response.

This means you can test different headlines, different body copy, different display URLs and so on so you can keep refining your ad until it's performing optimally.

Google Adwords is a direct advertisers dream. If you had told direct marketers about PPC 10 years ago, they would have thought all their dreams had come true: incredibly targeted markets, no expensive mailing lists, no postage, automated tracking and testing, dirt cheap clicks, instant results ... marketing has never been so good.

So, if you want to sell on the internet, make sure you are cashing in on this goldrush. Get in touch now and we can talk about how to use Pay Per Click Advertising to get people to your website today.