A Short Introduction to Pay-Per-Click

Pay-Per-Click (PPC) advertising is something you probably see every day but don’t even realise it. You only have to pay the host search engine when the ad is clicked on by an internet user. There are different kinds of PPC;

Paid Search

  • Google Adwords and Bing are the main providers of Paid Search Advertising. This is where you will bid on keywords and your ads will be shown to users if they search for something using your keywords.

Display Ads

  • A more traditional method of advertising. Create imagery and banners and these will target an audience that suits an array of demographics.


  • If an internet user shows an interest in your product by visiting your website for example, you can specifically target these users with retargeting ads. These ads will appear on those users browser to entice them for a second look.


The cost of PPC differentiates on what industry your in and the keywords you choose. An industry such as Fabric Manufacturing will be very competitive for PPC. Having “manufacturer” or “manufacturing” as keywords will be at a premium. To lower costs you need to think of keywords outside the box such as “material printers” or “make material”.

PPC can be quite costly if you want to pay for more premium keywords but they tend to deliver results swiftly, with quick traffic to your website and interest in your products. You can set up PPC to last as long or as short as you want, depending on your campaign goals.

Olly Eastham