Find New Customers with Pay-Per-Click (PPC)

Pay-Per-Click is a form of paid advertising that uses the Google Adwords system.

Google AdWords enables you to buy traffic from the search results pages you may not have gained unless you are well positioned for keywords.

Advertising is about being found at the right time in the right place, which is what makes Google AdWords so effective.

When a user searches online they’re often presented with adverts displayed next to the results or on related websites and mobile devices.

Pay-Per-Click is perhaps one of the best advertising innovations of the last 15 years. As a matter of fact we’ve been using the platform for 11 consecutive years.

Small companies can now evenly compete for the same traffic that larger organisations seek from SEO. Using PPC advertising we’re able to allocate how much we would like to spend with control.

Have you ever seen the text-based adverts are often displayed on the top and right hand side of Google search or on Google services?

By using a CPC model (cost-per-click)

You only pay-per-click. (Which is relevant targeted traffic)

We can also target

  • Banners
  • Videos
  • Email
  • Existing Customers
  • Mobile Devices
  • Apps
  • Website Placements

Google Partner

How does PPC work then?

Google systematically must know that people are having their search query met. One of the checks made by Google is their ‘Quality Score’ which comprises how often an advert has been displayed vs. how often the advert has been clicked on.

Google looks at the content of the page that people are being sent to understand that the subject is related to the advert being displayed and that if the site is trustworthy.

Each keyword is assigned a real-time Quality Score based on the:

  • Keyword Advert
  • Landing Page
  • Page Text

Once the ‘Quality Score’ is assigned ‘Ad-Rank’ is applied. Ad rank calculates how much others are willing to spend and what the other advertisers Quality Score is.

This helps to evidence that the adverts are displayed and positioned based on quality and relevance. It’s not just on how much someone will pay.

With PPC we can extend the reach of your content by 10x compared to SEO. It can also help us get to a positive ROI much quicker, informing other areas of our marketing strategy with valid data

Paid Advertising Model

  • Impressions (CPM)

    Adverts Displayed

  • Cost-per-click (CPC)

    Adverts charged

  • Cost per acquisition

    Cost of enquiry

  • Profit

    Advertising costs deducted, margins calculated


Google provides us with a keyword research tool that gives us information on keywords and phrases we might want to use on our Adwords campaigns.

It provides us with information from the search index to show us how often the keyword is searched for. Google also provides us information on the variants associated with the keyword.

Keyword match types are also defined as:

  • Broad
  • Phrase
  • Negative
  • Modified
  • Exact match keywords

Everyone searches differently and with a differing intent. Our keyword strategy must consider consumer behaviour to be effective. We undertake several audits to better understand the competitive environment.

Some keywords are very competitive, so we often need to create content that serves the needs of the user.

There are 100’s if not 1,000’s of keyword search variants to consider as part of the wider Pay-Per-Click strategy.

PPC needs to be managed daily to ensure adverts are delivering the best possible outcome.


One of the metrics we can see are called, ‘Impressions’ which are how many time the advert has been shown – this is especially useful as we are able to gain an understanding of how much traffic is currently within a specific segment.

We’re able to look at the Click-Through Rate (C.T.R) to understand how well our advert are performing. This is a combination of the impression divided by the clicks we gain. Which gives us our Cost-Per-Click  (C.P.C)


By working on the above metrics as our key-performance-indicators we can develop a model which creates a higher return on investment.

Once we understand costs from how we have structured the account. We then need to work on optimising the goals set as part of the initial brief.

Having the right strategy can make the difference between getting good traffic for a reasonable price and spending well over the odds.

It’s not the Cost-Per-Click, it’s the type of traffic we are seeking to find and buy that’s important.

This is where strategy and experience is needed to understand correlation data with the ongoing research.


Farky-Words – with over 12 years of Adwords Experience  and training at Google, you’re in safe hands.

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