PPC agency covering Scotland

PPC (Pay-per-click) is an effective way to advertise on search engines and high-traffic websites.

It’s called ‘pay-per-click’ because you only pay when a user clicks on your ad, and you decide how much you want to pay for each click, and set your budget per campaign or per day, week or month. The amount you pay varies depending on the competitiveness of your term and how frequently you want your ad to appear.

Google Ads is probably the best-known platform, historically known as Adwords. It’s an extremely powerful and cost-effective technique that allows your business to target potential buyers with key messages based on the actual words they use in search engines. Similar services, such as Bing Ads, Amazon Ads and Apple Search Ads also work on this principle, as does targeted advertising on Facebook, Instagram, LinkedIn and Twitter.

We can break down these ads into four categories.

Search ads

Search ads appear at the top of the SERPs (Search Engine Results Pages). They are prioritised over all other search engine results. They are chosen based on the user’s search term, and are prefixed with a very small legend that says ‘Ad”.

Display ads

Display ads can appear on third party websites, and can be text or graphics. They won’t necessarily be at the top as those using the facility can choose where they appear on their sites.


Remarketing refers to ads which are targeted to people who have visited your website. For example, if a user visits a product page for a ski jacket on your website, you can show that person ads for the same product/s on other participating sites they visit.

YouTube ads

YouTube can display text, graphics or video ads. There are a number of placements within the video structure and as YouTube is owned by Google, th same pay-per-click pricing structure operates.

is a lucrative option, allowing you to dynamically advertise to people who have visited particular pages on your website.

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