Pay Per Click Advertising – What is it & How do I set it up for my Business?

Pay Per Click Advertising

Often when you carry out a standard search using a search engine such as Google, MSN or Yahoo you may see that the first three options that pop up on the left hand side of the screen where the list for potential websites related to that search are found are framed inside a separate box of yellow colour.

These along with the listings on the right hand side of the screen in a separate column are often termed sponsored listings.

These sponsored listings are what are termed pay per click adverts. If you choose to click on the advert then the advertiser (the business advertised) will have to pay. They will be required to pay each and every time the advert is clicked onto and the link followed.

You may also notice that the adverts are ranked. Advertisers will have to bid in order to be ranked higher. The higher an advertiser is ranked on the page the more likely it is that his advert will be clicked on.

How do I set this up for my business?

The first thing that will need to be established when you wish to set up pay per click advertising is a list of key words or phrases. What you will need to decide on here is those words or phrases that a potential customer will type into a search engine when they are looking for a service or goods which your company provides.

Do I have to limit the amount of key words or phrases which I choose?

You can choose as many key words and phrases as you wish in order to stand more chance of people finding your business through an internet search engine search. You will only be required to pay for the ones which people click through to get to your website.

How do I choose my key words?

Some of the key words which you will choose will be obvious and logical for your business but often the language which you use will be language which is specific to your business but which is not necessarily the same language which would be used by your customers. When deciding which key words and phrases to use it may be an idea to undertake a full market research programme to establish the words and phrases likely to be used by your client base.

How do I ensure that my internet advert is a successful one?

Often adverts which are successful when they appear on internet search engines following a search by an individual are those ones which repeat the key words in the title of the advert.

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For more information on:

  • Should I direct a potential customer to the homepage of my website?
  • Implementation
  • Once this is set up can I monitor how successful it is?
  • What else should I be aware of?