What is PPC?

Pay-per-click is the model that most platforms and channels use when allowing businesses to advertise on their properties. Whether it’s on a search engine or a social channel, the advertiser pays every time a user clicks on a sponsored link or ad.

On a search engine results page (SERP), you can pay for your website to appear in specific sections of the results. These paid-for ads normally appear at the top of a SERP, to the right-hand side, or within a separate ‘Shopping’ section.

The major search engines make the majority of their revenue from advertising. Whether that’s through Google AdWords, Bing Ads or Yahoo Gemini.

Increasingly paid search ads are dominating SERPs and social channels and willinntinue to do so for the near future. This means you have to use paid search to your advantage, especially if your site is new and struggling to achieve any presence on the SERPs with your current search engine optimisation (SEO) strategy.

And you don’t necessarily need to spend a small fortune to do so, as long as you carry out some thorough keyword research and employ some imaginative tactics, paid search can be an effective revenue stream for even the smallest niche website. This is where Search Engine Watch comes in to offer all the insight and guidance you need to succeed in this competitive field of marketing.