Through paid search advertising, you essentially buy advertising space in the search engine results. So, instead of ranking in one of the top positions organically through SEO optimisation to get free traffic, you pay directly to the search engine to appear in front of the search results.
The most well-known PPC provider is Google Ads. Through Google Ads, you can get your site to appear in the Google search results without SEO. The beauty of the PPC framework means that you only pay for clicks on your ads, not just having your site appear in search results, making your advertising budget go further.
This is also the reason why the whole process is called Pay-per-click or PPC.
Here is an overview of the PPC process:
- Set up an account with a PPC platform (for example, Google Ads)
- Choose the keywords you want your ads to appear under in the searches.
- Create your ads, (around three short lines of text about your business)
- Set your daily budget and max you will pay for a click.
- Run your campaigns and monitor the results
Once your budget is exhausted, your ads will stop running. An important point to note is that while you pay to get your ads shown on the search results, it is not guaranteed that they will show on the top ad positions.
This depends on competition and how much you are willing to pay per click to secure one of the top ad placements.
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