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What Is PPC ?

What is Pay Per Click (PPC) Advertising?

Pay Per Click (PPC) is advertising on search engines where you are only charged when your advert is clicked. For most search engines these are the top 2 or 3 results and the ones down the left hand side.

PPC sponsored links are adverts that appear when someone searches for a keyword or phrase that an advertiser wants to appear for.

For example, if you are a Spanish holiday company, you’d want your PPC advert to appear for searches to do with holidays in Spain. You would bid in an auction for all the keywords that relate to your business. You would only pay for each click you received, and depending on how much you want to pay depends on how high up the listings you are. There are other factors involved too, but that’s the basics.


The great thing about PPC advertising is that you can really target who sees your advert and where the advert is shown. We can target people within a town, city, and county or within a radius of your business. That way, you won’t waste any money by getting clicks from people who are outside your business location.


Having a substantial keyword list is also critical to any PPC campaign. People search in weird and wonderful ways. So to be sure you capture as many people as possible looking for your service or products you need as many variations of the keywords as you can. It is also just as important to have a list of negative keywords that you don’t want to be found for. That way, your PPC ads will only show for searches you want to be found for, and not ones you don’t.


Google is obviously the first place many of us go when we are looking for something. Many people also use it as a signpost to get to a website they already know. Hands up anyone that has typed “BBC weather” for example into Google. We all know the website address, but because it’s easier and less hassle to “Google it” it’s become second nature. That and we are all too lazy!

Google’s Pay Per Click system is called AdWords. This has grown and become more and more sophisticated over the past few years. You can do loads of different things with the AdWords system; this requires time which business owners just don’t have enough of. The added bonus of PaulSearch is that we are experienced PPC specialists.

Yahoo & Bing

Not everyone does use Google though. Some people prefer using Yahoo or Bing. You might know Bing better as MSN search. Traffic volumes are considerably lower than that of Google, and now Yahoo and Bing have joined forced and use same technology and same results, if you advertise on one of them, your PPC advert will automatically be shown on the other one. Generally the CPA (Cost Per Acquisition) is lower than Google, but because there isn’t as many people using them, there aren’t as many sales.

PPC & Your Business

Whether you are looking to simply increase traffic to your website, gain more sales, or achieve more sign ups to newsletters a PPC campaign could really help your business. At PaulSearch we will deliver a bespoke campaign for your business to help reach your marketing goals.

Some of the benefits include:

  • Gaining new customers
  • Increase sales
  • Larger market share in your industry
  • Marketing that can quickly help your business grow

Why Choose PaulSearch?

PaulSearch understands not only the basics of PPC but the complicated too. It’s not just about getting a load of generic keywords to position one, and thinking job done. It’s about constantly changing bids to keep up with the competition and other advertisers too. We aim to get your company shown for the popular and not so popular search terms. Why is that you may ask? Well, it’s finding the balance between traffic volumes and traffic quality. We can send you tons of clicks, but if they aren't of good quality then you won’t get the sales. Often generic keywords are more expensive too, for example, the keyword “Holiday” might cost £1 a click, but the search “find me a cheap holiday to Spain in September” would be considerably cheaper. This is because not as many people will be sponsoring that long keyword. At PaulSearch we have the PPC experience to understand what works and what doesn’t.

Some advantages are:

  • Over 10 years experience
  • Worked with a vast client spectrum
  • Used to working with large and small budgets
  • You have complete access to your PPC account at all times
  • Affordable prices – even for small businesses
  • Google AdWords Certified

Please call, email or use the contact form if you want more information.