What is PPC?

We all know that getting a site ranked within Google’s top 10 organically is time-consuming and involves a good understanding of how websites work. Google uses over 200 factors to rank each site. If you’re not a SEO expert, and want better results on Google’s SERPs, then you might be considering a campaign with PPC?

SEO differs from paying for clicks

What is PPC? It is short for pay-per-click, and it’s a type of internet marketing in which you, the advertiser, pay a fee each time one of your PPC ads is clicked. It’s effectively a way of buying visits to your site, as opposed to using SEO to earn the visits organically. Search engine advertising is one of the most well-known forms of PPC. What happens is that your PPC ad will appear on a page when someone searches on a keyword that’s related to your business offering. There are a lot of advantages to using Pay-Per-Click in terms of control. The first is that you only pay when someone clicks on your PPC ad so you know they're genuinely interested. The second is that you can set your PPC budget to how much you can afford to pay. The third is that you can target your ad in terms of time of day it is shown and geographical region.

How effective for attracting the right visitors is PPC?

PPC can drive traffic to your website very efficiently, but only if you have done the right groundwork first. How frequent your ads that are PPC are visible, is directly related to which keywords you select. A strong Pay-Per-Click keyword list should be:

  1. Relevant – There’s no point getting web traffic by people who aren't interested in your business. What terms are your customers likely to be typing in? The keywords you decide to bid on for PPC should be similar to those you are targeting in the content on your site.
  2. Exhaustive – Don’t stop at the obvious keyword phrases for your PPC campaign. Of course you should aim for the most frequently searched terms in your area, but don’t neglect the hard focus of long-tail keywords. These are the ones that are more specific but they’re the real terms poeple are going to be typing in to find what they want. Say you’re a family-law solicitor in a certain area. Then, ‘family-law solicitor, Manchester’ could be a target PPC term. But a longer-tail but more effective PPC keyword might be ‘family-law solicitor for unmarried couples, Manchester’. This type of PPC term will be less competitive, and less expensive.

SEM (search engine marketing): getting your keywords right for PPC

Before you jump into PPC, it’s worth getting your keywords right in the content on your site. That way you’ll SEO results will be boosted organicallyand also have the keyword knowledge to integrate into your PPC campaign. Would you like to test out your webpages for their keyword effectiveness? 

Free SEO analysis of your website

Right now, we’re offering everyone who registers with us a free daily webpage check with our programme, SEO Page Optimizer. What does it do? It delivers you with a detailed search engine optimisation report to tell you what you could change within your on-page content to get at least as high as Google’s top 10 rankings. Try SEO Page Optimizer now. To use it, you’ll need to tell us the target keywords you intend that site page to rank for SEO organically. Often there are small changes in your positioning of these keywords that you can take to up your ranking. SEO Page Optimizer tool will provide you step-by-step recommendations on what to change. Click here to register and get your keywords right for your content and guidance for them with PPC.


Click to get a free daily analysis


Clicks: how much do you pay for each and what is CPM and CPC?

These are two terms you need for SEM understanding when setting up a PPC campaign. There are two ways in which AdWords and other search enginescharge you for PPC.

  1. Cost-per-click (CPC) means that you pay the search engine for every individual click on your PPC ad.
  2. Cost-per-impression (CPM) means that you pay for every 1,000 times your PPC ad appears on the page. In this case, it’s not relevant if there’s a click-through (though this will obviously be your PPC goal). If you’re running a PPC campaign to get your name in front of people and raise awareness, then CPM may well be your best tactic. If you’re gunning for actual sales, then CPC is likely to be best for you.

Getting the traffic you want to your website

So we’ve looked at two ways of getting traffic to your website and building up your ranking. Organic SEO by effective keyword optimisation in your website copy and SEO that's paid through PPC. The other main way is through link-building. This involves attracting inbound links to your website from other sites. If the content on your site is well-written, relevant and interesting enough, you’ll hopefully achieve these naturally. But it’s a slow-burn activity. We offer an alternative back-linking solution to this that gets results fast and that’s also more effective than PPC. It’s called Keyboost. What is Keyboost? Keyboost is a service run by our own specialist technicians who take a professional approach to link-building. You will be asked for your target keyword and business area and then they carefully carry out web research to identify only those site of high trust ranking with a significant relevance. The process is thorough and takes up to a month to complete. Most Keyboost customers are delighted with the results and see a clear hike in their rankings. Check out our testimonials to learn more. The organic search results progress our 'Keyboosters' make are more effective than they could get with PPC such as Google AdWords. Keyboost is more cost effective than PPC too. It gets better results than PPC overall too in terms of visitor attraction. We offer one free trial per domain (website url) for every new customer that registers with us. We do have a condition however. Your website must be in at least Google’s top 100 (ie. within the first 10 ranking pages) for your particular keyword.  To register now for a free Keyboost trial, simply click here to go to our application form, fill in your url details and target keyword, and we’ll soon be in touch.

Newsletters that are educational

The story of SEO has developed a lot since we were founded as a company over 15 years ago. In that time, our in-house IT specialists have honed a detailed understanding of the inner workings of Google and developed the best route to a successful website and PPC strategy and we tell you about this via our newsletters. We’ve helped thousands of customers raise their website rankings and onto Google's page one. As a result we're now one of Europe’s most successful SEO consultancies. We believe in sharing this knowledge to make the Internet a more accessible tool for everybody. Subscribe to our newsletter series here to access our knowledge pool and receive our regular SEO lessons on:

  1. Getting more customers to your website
  2. The secrets of Google unraveled

Need specific advice?

Not sure you can manage this alone? Our friendly consultants at SEO Page Optimizer will be happy to talk through your individual difficulties. We can do this via a site audit or with personalised advice. If you would like to see how we can help, get in touch with us for an informal consultation. Email us at or call directly at +44 3308 084797.

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Good referencing!
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