PPC (Pay-per-click) – Paid Search

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

It’s called ‘pay-per-click’ because you 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.

Google Ads is probably the best-known platform, historically known as Adwords. It’s an extremely powerful and cost-effectiv technique, which can be broken down into four categories.

Search ads

Search ads appear at the top of the SERPs (Search Engine Results Pages). They are prioritised over every 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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