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Pay per click advertising simply means paying to put a listing for your website at, or near the top of the search engines.
 
Actually, don’t actually pay anything to appear at the top of those results. You only pay when somebody clicks through to visit your web site. That’s why it’s called ‘pay per click.’

How much you pay for each click depends on how much competition there is for the search terms that you want to use, and how high up on the search engine you want to be. Either way, you choose how much to pay – and you can also specify a maximum daily budget.

Pay per click advertising is a very effective direct marketing tool – there is probably no easier and faster way in the world to reach qualified potential clients or customers.

The biggest pay per click company is Google; the other is Overture

A key point of difference is that you can make changes to your Google pay per click campaign and they will take effect immediately, whereas Overture can take several days to make the same changes.  It is important to note that your adverts are usually reviewed by the relevant search marketing company before they go live.

First select the keywords that you are going want to include in your advert – again you can use Overture or Good Key Words to check what are the words that are most often searched upon relating to your prodict and service.

Then write your advert with a compelling headline including your key words that will entice your potential client to want to click on your advert.

Decide how much you are willing to pay every time somebody clicks on your ad and comes to your website. The more you are willing to pay, the higher on the page your ad will be placed. How much you need to pay to be near the top will depend partly on how competitive your search term is.

The ads on Google appear down the right hand side of the page, and the ones near the top get significantly more clicks than the ones further down. If your ad is so far down that you appear on the second or third page you are likely to get very few clicks.

You want your ad to be as high as possible. Many people think that the only way to move higher up is to pay more per click. The amount you pay per click is only 50% of what determines your position on the page.

The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR.  Ads that get clicked on more often get a better position. That means they get clicked on even more often, and you end up in a cycle of success.

Google lets you run two different ads at the same time for any of your keywords wich enables you to test two different ads at the same time.

Once it becomes clear which of your two ads is performing best, then amend the underperforming one.

Pay per click is easier than your might think.  So why not set yourself a small budget and try it out now?  You will probably be surprised by the results. And what is great is that you can stop and start a pay per click campaign whenever you want.