In addition to optimising a website to improve its performance in the search results for certain keywords it’s also possible to pay the search engines to display your ads. These display on Google as “sponsored links”, on Yahoo as “sponsored results” and on Bing as “sponsored sites”. Up to 3 run in a shaded box at the top of Google, then down a bar on the right hand side, sometimes with a map showing their respective location.
The advantages are a much greater control over the target market. For example a plumber targeting the Bath area could set the ads for emergency work to run exclusively at night, when the work is much more lucrative.
As the name Pay Per Click suggests, there is a charge made each time someone clicks on a sponsored link. The more competition for the keyword the higher the charge will be for a high ranking in the search results.
Factors that reduce the cost include a high quality website and landing page, and a high degree of synergy between the user's search, the ad's description, and your content.
As my client I setup and manage all aspects of your account, and usually build a matching page to maximise customer response. Advertising campaigns are integrated into designs that I work on, and by building sites around business areas, my search engine friendly webpages can comfortably double up as the landing pages for corresponding ads.
Effective management means you only pay for the visits that make you money, not for tourists from Google’s results or irrelevant Adsense websites from distant internet users.
The secret to a successful ad campaign is effective ad management. And hiring me to run it!
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