Pay Per Click (PPC) advertising can be an extremely effective method of increasing Website traffic, either when used in support of organic Search Engine Optimisation or when used to promote specific items or offers. With PPC, text ads are displayed on search engine results pages when a specific keyphrase is entered by the searcher. A fee is paid by you whenever a searcher clicks on the Ad and is directed to your Website.

Compared to Search Engine Optimisation alone, Pay per Click does have some particular advantages:

You have a Placement Guarantee - rankings are controlled by the amount you are willing to pay

• PPC has a fast implementation time - you can have your text ads promoting your business in as little as 24 hours whereas organic Search Engine Optimisation may take many months to become fully effective
• The cost is directly controllable - you pay only for the number of clicks or visitors that click on your text ad and come to your website.
• The implementation is relatively easy - there is no need to worry about the complexities of website coding, content and link building which are required for organic Search Engine Optimisation.