How PPC Works Originally the only way to achieve prominent positions in search engine results was through search engine optimisation techniques such as tailoring the title tags, meta tags, alt tags and tweaking the content and architecture of the site. However, since the late 1990s paid search providers such as Google AdWords, Yahoo! Search Marketing (formerly Overture) and Miva (formerly Espotting) emerged offering paid for listings on major websites. PPC marketing is the process of buying and managing sponsored links from search engines and search networks. It is initially a media buy but once activity is live it needs considerably more analysis and optimisation than most online media. An effective PPC campaign is one that is planned in detail and optimised continually on a daily or weekly basis. In brief PPC marketing works as follows: The advertiser selects a comprehensive list of keywords / keyword phrases relevant to their website. The search supplier allows the advertiser to ‘bid’ on their chosen keywords in order to appear in the listings. The position in the results is determined by the bid value. The higher the bid the higher they appear in the listings – like an auction. Bids can be changed at any time. The system works on a Cost Per Click basis and the advertiser only pays their bid price each time a user clicks through to their website. The advertiser chooses the text that appears in the listing (subject to relevant guidelines). The advertiser can decide how much budget they would like to allocate.

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