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Benefits of PPC
Highly targeted advertising delivers your message to active searchers when they're looking for what you have to sell.
No cost to get started
Google AdWords, e.g. requires only US$ 5.00 up front (that's not a typo)
Pay only for performance
Ad impressions don't cost anything. Where else can you get free branding?. You only pay when a searcher clicks on your ad.
High level of control
You easily determine when, where, how often, and for what terms your ads are showing, and where your searchers land on your site.
Measurable return on marketing investment
Both Google AdWords and Overture deliver often stellar ROI. Campaigns can be measured & fine-tuned in near-realtime.

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Get SET - Search Engine Tips in a monthly newsletter
Get SET - Search Engine Tips in a monthly newsletter
Pay-Per-Click Marketing (PPC)

Pay-per-Click Advertising (also called Sponsored Search) should really be called Pay-per-Click Marketing. It is the perfect complement to ongoing Search Engine Optimization of your web pages.

The concept of Pay-per-Click is deceptively simple. Advertisers create text-ads for specific keywords and keyword combinations. These ads display on the Search Engine Results Pages (SERPs) alongside the organic search results when a searcher (i.e. your prospect) types this keyword into their favourite search engine. Pay-per-Click ads can also display on sites with related content.

The position and display of your ad is determined by how much you - the advertiser - are willing to pay per click, and (in Google AdWords' case) by how relevant your ad is to the searcher. Ads that are never clicked on will quickly disappear, no matter how much you are willing to pay.

So why do we call it Pay-per-Click marketing instead of Pay-per-Click advertising? Easy. As any brand marketer knows, it costs money to run ads, and often it's not easy to measure results. In the Pay-per-Click world, you don't pay anything when your ad isn't clicked on. Where else can you get free branding? And with Pay-per-Click marketing, it's easy to measure results - with the proper setup of course.

And this is where SearchingWorks helps you. We provide a full range of Pay-per-Click Marketing Services that make the most of this powerful medium.


A Closer Look at the Pay-Per-Click Marketing Process


Pay-per-Click is a direct marketer's dream, but should be in your brand marketing arsenal as well. PPC is also closely related to Search Engine Optimization. Much like the Search Engine Optimization Process detailed elsewhere on this site, successful Pay-per-Click Marketing can be broken down into a series of interwoven steps.

PPC Step 1 - Keyword Analysis: Know Your Audience & Know Their Language

Together with you, we create a list of words and phrases that your audience uses when they are actively searching or researching your product offering. This analysis also establishes the expected relevance of individual keywords for your searcher, the competition for a given keyword, and the relative value of a clickthrough to you as the advertiser.

PPC Step 2 - Create Pay-Per-Click Ads

On the face of it, this phase is really straightforward. Of course, the devil's in the details. You create text-based ads for your keywords and/or keyword groups. The creation of these ads follows strict rules set out by the major Pay-Per-Click engines, namely Google AdWords and Overture. You determine the content of individual ads and where a searcher lands on your site upon clicking on the ad.

You also determine where the ad shows:
  • Show PPC ads on Search Engine Results Pages Only
  • Distribute PPC ads to related content pages
  • Show PPC ads on Related Content Pages Only

SearchingWorks explains the alternative and helps you make the right choices.

PPC Step 3 - Create Pay-per-Click Landing Pages that lead to Conversion

One of the unique benefits of Pay-per-Click marketing is your ability to send your clickthrough traffic to specific landing pages within your site. Create landing pages that reinforce the message to your searcher: "You have come to the right place". Based on your earlier analysis of keywords, you may have multiple landing pages, one for each keyword grouping or even one per keyword.

PPC Step 4 - Determine your Pay-per-Click Campaign Budget and Turn it On

In truth, you will have established your budget in phase 1 already. However, now is the time when you establish it in the Overture and/or Google AdWords account and a credit card comes in handy... You determine your maximum daily overall spend and confirm maximum cost-per-click for your keywords.

PPC Step 5 - Monitor, Test, Tune your PPC Campaign

Near real-time reporting allows you to quickly identify what works and what doesn't. It is absolutely essential that you monitor and optimize your pay-per-click campaign on an ongoing basis. It is also not enough to just rely on the built-in reporting by the Pay-per-Click engines. You have to reconcile the impression and clickthrough data with the resulting traffic on your web site landing pages, and whether the traffic has resulted in the desired outcome. Otherwise, you might find yourself spending tons of cash with little return.

PPC Step 6 - Watch the money come in ;->

No, really. When properly designed and executed, and integrated into an overall online marketing plan, Pay-per-Click marketing is an incredible tool. And don't forget the branding aspect: even when an ad doesn't get clicked, it still delivers a targeted impression of your message to your audience. So what are you waiting for?

Explore SearchingWorks Pay-per-Click Services

Request a Custom Pay-Per-Click Campaign Proposal.