What Is PPC? PPC stands for pay-per-click, and it’s a way of marketing on search engines. As it states in the name, you literally pay-per-click. Essentially, PPC is a targeted way of buying visits to your site that will hopefully end in conversions, whether this is a sale, conversion, or sign-up etc. It can be a great marketing method if your CPC (cost-per-click) is low, enabling you to still have a good return on investment (ROI). However, it can be extremely competitive in some industries and requires regular maintenance to maintain a good CPC and a steady number of conversions. PPC often changes...

As of 31 January of this year, Google updated their Adwords PPC ads to expanded text ads. This was the biggest change Google has made to text ads in 15 years and these ads work more effectively across mobile and desktop to improve your visibility and click-through rate. These ads are 2x bigger than the previous ads and give you much more ad space to talk about your products, services and benefits to turn more browsers into buyers. Take a look at how the extended ads look on desktop and mobile with these example preview ads I made for Bowler Hat:   Extended Ad...

In my previous article, I provided a brief overview of your options for advertising your business online. In this article, we are going to go into more detail on advertising your business using PPC on the popular search engines Google & Bing.   PPC & Search Engine Marketing (SEM)   The first hurdle with PPC is the terminology and the following terms are often used interchangeably: CPC - Cost Per Click SEM - Search Engine Marketing PPC - Pay Per Click Search Engine Advertising   These are all generally referring to the same thing which is the advertising of your business on search engines using...

The digital marketing space grows ever more complicated. For small and local businesses without the budgets to experiment and make mistakes, knowing where to start can be highly problematic. Organic options like Search Engine Optimisation (SEO) can be tempting, but in many cases, SEO is a longer-term tactic and online advertising is a more predictable place to start a digital marketing campaign. This is the first of a series of articles where we will look at the options for advertising your business online. We will look at strategy, account setup, campaign setup, measuring your results, and how to optimise your campaigns to...