Pay per click (PPC, SEM, paid or sponsored search) is available through the main Search Engines such as Google, Bing and Yahoo. You can see examples of how these adverts appear in the image below.
Results for "cheap flights" on Google:
The PPC results are within the red ovals. In this example, they take up all of the visible screen (above the 'fold') when viewed with a tablet or desktop. This can often occur in displayed results for highly competitive search phrases, the organic results are not visible unless the user scrolls down the screen.
The paid ads can be distinguished from organic results by the small yellow 'Ad' box showing on the upper left corner of the 2 ads on the left of the image and the similar 'Ads' box above the column of ads on the right side.
There is also another form of paid ad in this result, a sponsored search box on the lower left where companies can gain further exposure for specific flight enquires.
As you can see, it is possible to get instant visibility for your website through PPC Ads. If you do not appear on the first page through organic results, it is essential you have a PPC strategy running alongside your SEO efforts until such time as you start to show up through natural search.
The advantages of paid search include:
In the same way as the top natural search result gets the lions share of traffic, sponsored ads attract different levels of clicks depending on their position on the page. This metric is measured by click-through-rate, and is the number of clicks on the ad (resulting in views of your website) per 100 views of the search results page.
Image courtesy of AccuraCast.com
This graph demonstrates:
Google and other search engines use complex calculations to derive the position in which your ads will be shown for each search enquiry.
In simple terms however, it can be thought of as:
Ad position = How much you are prepared to pay for a click (CPC) multiplied by "Quality Score"
Quality Score is made up of several factors, and is measured on a scale of 1 to 10.
The components include:
The table below shows how Quality Score (QS) and Cost-per-click (CPC) interact to derive Ad position.
Looking at the table we can see:
As you can see from this brief overview, PPC campaigns can deliver great results if employed in the correct manner. As Google Adwords Certified specialists, we have the know how and experience to set up and maintain campaigns with budgets from £15 per month to £1000's. To find out more about how we can help, give us a call or send us a message.
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