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What is PPC? 

Pay-per-click (also known as CPC) is where an advertiser pays for their copy/advertisement, Ad, to appear when you search your keywords. A simple and effective way of getting almost instant traffic is by paying for it. When our clients ask us to define Pay Per Click, we tell them that PPC is a very cost-effective means to get their site noticed by their target audience while our other Internet marketing strategies are gradually helping their site achieve their natural ranking potential.


In a way, PPC advertising works like a silent auction. Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services. The Ad will appear in one of the positions.

Why PPC?

Google is undoubtedly the most popular search engine by far in the world and the Google 'Pay Per Click' (PPC) advertising system, called 'Google Ad-words', ensures that an advertiser's brand, product and/or service is placed next to the organic search engine results based on matching key words and phrases, prioritized according to relevancy and the amount the advertiser is willing to pay.

Google AdWords therefore provides a relatively simple, highly accessible and cost effective way to put your business or organisation in front of people at the same time as they are actively looking for similar products or services to those you supply. In this Session we will explore how you can use Google Adwords effectively.


In addition ADM Digital Marketing Agency will consider how Google have developed various applications of interest to any agency, firm, company, institution or organisation wishing to use the Internet effectively to reach and engage customers, clients, candidates and/or suppliers. These applications (such as 'Google Analytics', Maps, Places etc) can also be used to enhance a brand's products, services and operations.

When a web user types a search query into the field of a search engine that matches the advertiser’s keyword list or visits a web page with content that correlates to the keywords or phrases chosen by the advertiser, the PPC ad may be displayed on the page. In search engines, a PPC ad is generally just above or to the right of the search results where they can be easily seen. On other kinds of websites, the ad will be placed in the location that the site designer has determined will be the most advantageous to his site and the advertiser. To differentiate PPC ads from the natural search results displayed on a page, search engines will often place PPC ads under “Sponsored Ads” or “Sponsored Links” which also makes them easier to notice on a page that is crowded with text and other items competing for a web user’s attention.

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