Pay-per-click management (PPC)

Pay-per-click (PPC) is when a website is advertised on the internet, mainly on the major search engines, and charged whenever the advert is clicked.

There are four major schemes to give your advert the best impact:

• Google AdWords
• Microsoft adCentre (including the MSN and bing networks)
• Yayoo! Search Marketing
• Facebook AdManager

Each of the above is slightly different and is best used for different audiences, though all work on the following guidelines:

• Adverts are based upon small pieces of text (and a small image for Facebook)
• Adverts display when a certain keyword or search criteria is matched
• Ads are positioned depending on:
• The cost-per-click (CPC)
• The daily-budget (to help keep costs to set levels)
• The click-through-rate (CTR – the number of impressions/displays against clicks)
• Advert text relevance

How we help

We can advise you on what system is best for you to use for your advertising campaign, as well as how to go about approaching each scheme. We’ll also advise on daily budget, advert text and keyword/criteria to match on, to help you get the most for your money.

Our management service means we can, in short:

• Setup your advertising campaigns
• Create your adverts (in most cases, multiple adverts for a single campaign for maximum effect)
• Track results, and revise adverts and criteria in a regular basis

If you are a pushy maintenance client, we’ll also update your website-proper if required to create special landing-pages* for people to see after clicking, or additional website content to sell to the visitor the best way after clicking.

*Landing-pages are special sub-pages to your website that are created to make sure that the first entrance to your website for people coming from an advert mentions the product or service that they are expecting to see. Ensuring first-time visitors don’t have to find what they want, it’s right there waiting for them.