Pay per click (PPC) (From Salisbury Journal)

Pay per click (PPC)

12:44pm Monday 1st October 2007

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If you run a company web site and want clients to find your site it is worth considering PPC. This is a service offered by Google, Yahoo and MSN, also known as sponsored links.

The principle is that you bid for each phrase that you want to be visible for. Your advert then appears if users enter those words. IF (and only if) the user clicks on your advert then your account is debited by the fee, typically 20-50p per click. This does not, of course, mean a sale, just a visitor to your web site.

It is vital to carefully monitor the results of any PPC campaign. Statistics such as click through rate (the percentage of users who click on an advert) and cost per conversion (cost of clicks to gain a client) are crucial to measuring the success of a campaign. It is very easy to waste a lot of money on PPC if you are not experienced.

The wording of the advert is also crucial and with only 70 characters available it is quite an art in itself.

More info about PPC is available at: www.Google.co.uk/AdWords.

Chris Stanbury - Cravenplan Computers (specialists in web design and web marketing - including managing PPC campaigns) - www.cravenplan.co.uk Chris also acts as an expert witness on IT cases - www.it-expert-witness.co.uk

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