You only pay when someone is interested enough to click on the ad.By identifying keywords that match what your target customers are searching for online, you can get your PPC ads in front of the right audience.There are several advantages of using PPC: For example, buying a product or signing up for your mailing list. But pay-per-click advertising is most effective when you want to encourage customers to take immediate action. You can use PPC advertising to build brand awareness. "You bid for position so, broadly speaking, if my PPC advert is more relevant or I offer more than you for a potential customer's click, my advert will appear above yours." Why use PPC advertising? "The companies listed here pay to appear under a particular search phrase, but they only actually pay when somebody clicks on their advert. "PPC ads are the Sponsored links on search engine pages," Lake explains. Other PPC advertising options include social media platforms such as Facebook. The best known PPC advertising is on search engines like Google and Microsoft Advertising. But with pay-per-click advertising, you only pay when someone actually clicks on the ad. With traditional advertising, you pay to have your ad displayed or broadcast. With the right blend of planning and initiative, pay-per-click marketing is a cost-effective way to boost your profits. It may be unlikely that you will succeed on this scale but if you can put your business in front of a potential customer at the very moment they want to buy, your chances of making a sale increase dramatically. "A big hotel chain had a breakdown, typed air-conditioning units into Google and he ended up landing a £12 million contract. "An appliances retailer noticed there were no adverts on Google with the keyword air-conditioning units, so he created one," recalls Chris Lake of Econsultancy. Pay-per-click advertising (or PPC) on search engines like Google doesn't just attract attention - it can go a long way towards converting interest into sales
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