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. This immediately shows to the consumer that they the website is a good match to what they have originally searched for. If you place multiple adverts relating to the different facets of your business each containing the key words in the title of the advert then you are likely to be more successful than simply placing one advert relating to the entirety of your business.

Should I direct a potential customer to the homepage of my website?

You should endeavour not to simply direct a potential customer to the homepage of your website as it is preferable to direct them to the page of your site that relates specifically to their original internet search. If a customer has to find their own way through your website to find exactly what they are looking for you run the risk of losing that potential customer as their search is becoming too time consuming.


Once you have established your key words and phrases, included them in your advert and ensured that the advert will take them to the correct page of your website you will be required to establish an account with your chosen service provider. This may be Google, MSN, Yahoo or any other search engine.

It is advisable to go with the more well known search engines such as Google as although this may cost more in financial terms it is more likely to yield positive results as this will be the search engines used by the majority of the general public.

In order to set up an account with an internet service provider in this manner you will be required to go through the bidding process for the key words and phrases that you have identified. The more willing you are to pay the higher up the search results page your advert will be and the more likely you are to attract potential business.

Once this is set up can I monitor how successful it is?

Every element that forms this kind of marketing can be measures such as the number of times your advertisement gets shown, the number of click throughs to your website and even how many clients return to your website.

What else should I be aware of?

It may be worthwhile getting an independent auditor in to check the statistics which you are provided with in relation to the success of your pay per click campaign.

A claim from an advertiser concerning how many clicks a website gets a week could even result in fraudulent misrepresentation inducing you to enter into a contract. Newspapers and magazine circulation is independently audited meaning that if you choose to advertise your company that way you will be provided with independent statistics concerning how many newspapers or magazines containing your advertisement there are in circulation.

Before investing your money in an internet pay per click advertising campaign you should ensure that all statistics you are provided with have been independently audited as this will provide you with a clear understanding of the meaning of the statistics and how they are in fact collated.

The more money you invest the more care you should take in relation to this matter.