Pay per click is the process of buying advertising on search engines and search engine partners. Most commonly, Pay Per Click referrs to the buying of advertising on the top and right hand side of Google. As a leading Digital Marketing Agency, we take great care in developing PPC marketing campaigns because each time a user clicks on a like, our client is charged. While the charge itself is small (and can from 20p to £2.00), visitors to the site through a PPC campaign need to find what they are looking for. More importantly, they need to do what you want them to do as in the e-commerce example below, they need to spend money on a highly targetted search engine marketing campaign.
When we launched the Weeton's Cheese Club (www.weetons.com/cheeseclub) on behalf of Weeton's of Harrogate, a monthly membership where customers sign-up to receive a monthly selection of cheeses, we created a printed brochure to promote the concept in-store at Weetons (click here for a pdf version of the cheese club magazine).
For online however, we spotted an opportunity to run a PPC campaign. The other cheese clubs on offer seemed to feature reasonable packages but their presentation was poor and their price at the top end (and beyond!) So, there was an obvious gap in the market for a premium quality cheese club presented with all the finess Weeton's is renound for at an affordable price.
This is a good example of when to use Pay Per Click (PPC). An opportunity existed and we needed to reach our audience to take advantage. So, we created an ad, with a very clear proposition and price point and paid for it to be at the top of Google's search results. This campaign is producing excellect returns on investment and we will continue running this in conjunction with a more gradual increase in the organic rankings for the key phrase 'cheese club'.