Pay Per Click Advertising Explained [2018]
Tom Welbourne

Tom Welbourne

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

Pay Per Click Advertising Explained 2018

What is Pay Per Click Advertising?

Pay Per Click Advertising is a quick and effective way to target customers. It is widely regarded as one of the biggest ROI generators for your advertising spend because not only are you able to track all aspects of the campaign, but you can view what is working and what isn’t.

A typical Search advert in Google will look like this;

How does Pay Per Click Advertising work?

As the world’s biggest search engine, Google is predominantly the most popular platform used. This platform works on an auction-like system where advertisers bid to show up on the search engine for a particular keyword.

Over the years, Google has developed a particular formula to determine where your ad may appear on the search engine results page and how much you will pay per click. This formula will depend on a few important factors: the bid placed, the Quality Score, and the relevance of your advert to the keyword being searched.

Quality Score

Quality Score is a measurement used by Google to determine how much an advertiser will pay for a click. It is a measure of how relevant Google perceives an ad being able to meet the query of customers. The more relevant Google perceives the ad, the more Google rewards advertiser with lower cost per click. This score is measured from 1 – 10.


Ad Rank

Ad Rank is the position an advertiser is placed in when a search is run on their keyword. It is based on the maximum bid per click as well as quality score. In order to improve your Ad Rank, we recommend having a highly relevant keyword in your ads and relevant landing page(s).

How much does it cost to advertise on Google?

The cost of advertising on Google will vary depending on the industry and how competitive the keywords are. Advertising on Google is inexpensive when compared to the potential ROI, and budgets vary ranging from £10 a day to £10,000 a day.

Advertisers are charged on a Cost Per Click (CPC) basis, which is also known as Pay Per Click. This refers to the price that is actually paid per each click. It is important to note that the CPC will always be less than or equal to your maximum bid. Here is how Google works out the formula below:

Our knowledge and expertise of the Google Ads platform means we are well positioned to ensure that you generate the maximum ROI from your advertising budget. An example of this can be seen from one of our clients: Signature Works

Will Pay Per Click Advertising benefit my business?

Whilst there is no guarantee, getting your business in front of thousands of potential customers at a very low cost is going to put you in a better position in comparison to being on page 3, 4 or 5 of Google where these customers may never end up.

Due to our expertise as a Small Business Marketing Agency, we can build a highly relevant pay per click campaign which will deliver high-quality scores and the lowest cost per clicks.

Plus, with our PPC packages starting from just £399 per month, we’re here to help your business reap the benefits of a Pay Per Click Advertising strategy.

So, what are you waiting for? Fill out our contact form below and we’ll get back to you!

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