Pay Per Click (PPC) Advertising

Most of you know exactly what PPC advertising is.

Quickly, For those of you that don’t….

When you type in a search query into google Pay Per Click ads are the small text ads that appear to the right of the search results and sometimes as highlighted search results at the top of the page too.

In Googles system these are called Adwords.  Every time somebody clicks on one of them it costs the advertiser.  Usually this is a nominal amount like 20c, but can be as high as €2 or more depending on how high competition is for that search term.

Why use PPC advertising?

If your website is not ranking well for a search term you wish to be found for (SEO in my case), then Pay per Click advertising offers a way of jumping the queue.  You can appear on page one of google (or yahoo / bing /Ask) simply by paying for the privilege.  You only pay for when your ad is clicked on, so you are only paying for actual traffic to your site.  You can set payment caps on what you spend, so that you don’t blow a years budget in a month.

Why Not to use PPC advertising

It is expensive.  €100 a month will not get you far.  The more popular your links, the more expensive it gets for you to rank well.

Compare that to some SEO training.  SEO training can be expensive too, but the results you get from it are free.  If you are ranking well for your keywords then then Adwords become redundant for those keywords.

Ad blindness is also a factor.  Something in the region of 85% of click on ads are made by just 16% of the internet using populace.  That simply means that most people ignore the ads completely.  84% of us rarely click on pay per click adverts.

When to use Pay Per Click Adverts

  1. Your site is starting off and has not yet gained any authority in the search rankings.  If your site is new it takes time to build up your rank.  SEO activities take time – something in the region of 6-12 months in general, depending on how much competition you have for your keywords.
  2. One off events.  If you have a concert or other event that is a one off, then SEO is not such a good investment.  It takes too long and you will not need the links once the event is over.  In this case using Adwords (or the other PPC ad systems) makes sense.  In fact, with the exception of using social medial it is about all you can do.

About Ian Wortley


Ian is one of Irelands leading SEO consultants with over 8 years experience in the Irish market. Ian discovered his love of all things internet related in 2005 and has been living nearly exclusively online since then, causing much worry to friends and family, but getting great results for clients. Contact Ian: Phone: 01 6854806 Mobile: 086 3817149