Pay Per Click (PPC) advertising lets small business owners promote their products, goods and services through text adverts within search engine sponsored listings. The main search engine result listing called or organic or natural listing is displayed by the left, while the sponsored (or paid listing) is usually displayed at the top and right of the search engine report page (SERP).
One advantage of PPC advertising is that advertisers can set a daily limit on what they are prepared to spend and are then charged every time their advert is clicked.
The actual cost per click (CPC) is determined by:
- The position of the advert
- The cost of the keyword that triggered the advert to appear and
- The search engine’s quality score of the advert’s click-through-ratio (CTR)
In business terms, PPC advertising is the fastest, most cost-effective way for your company to attract new customers online. To do a PPC advert on Google search engine, you will need to create a Google Adword account to do this,and also a credit or debit card to pay for the advert.
If you are just starting out with pay per click advertising, you should proceed with a caution and set a daily limit on what you are prepared to spend to avoid burning out your credit card. You also need to monitor the performance of your advert for the first few days so you can adjust the CPC on your keywords or pause the advert if you are not getting the desired results