Pay-per-click and paid search advertising

Pay-per-click (PPC) advertising means that you pay a fee every time a user clicks on your online ad. Paid search marketing is a type of PPC advertising that lets you target potential customers actively searching the internet for the products or services you offer.

Because you only pay when users actually click on an ad to visit your website, PPC is cost effective. When users search, ads appear above the 'organic' results on search engine results pages.

PPC advertising:

• can be set up quickly
• offers flexible targeting options
• provides data to help the evaluate campaign performance

You should take a strategic approach to PPC advertising. In-depth analysis and careful, ongoing management are key to success. 

This guide outlines the types of PPC advertising. It explains how to create and optimise PPC campaigns. This guide also advises you on how to write effective copy for PPC ads. It includes top tips for PPC campaigns. 

Watch the video below of Louise McCartan, Search Scientist Ltd, explaining how to setup, monitor and tailor a successful PPC advertising campaign at an Invest Northern Ireland workshop.