Did you say Paperclip…no I said Pay Per Click

When you hear the words ‘Pay Per Click’, you may think the person is saying ‘Paperclip’, however, they are surprisingly different. See a Paperclip is something which holds paper…whereas Pay Per Click is a search marketing term. This blog is going to get a camera and take a quick Digital Snapshot of what PPC is.

PPC is when a company pays for ads to be displayed in the results of a search engine in relation to keywords which have been entered by the user.

So why’s it called Pay Per Click? It’s called this as the advertiser only pays for the ad when it’s clicked on. So if no one clicks on it, then there’s no charge.

The PPC ads are the friendly advertisements that you typically see on the right hand side or directly below your search engine in the paid listings part of the page next to and above the organic/natural search.

The position of the ad within the search results is based on how much the advertiser has bid, so the more you bid, the greater the chance you have of being higher up in the search results. The bids are placed on keywords. So the key is to unlock those keywords! For instance, if you sold expensive watches, you could bid for keywords such as ‘watch’, ‘watches’, ‘expensive watch’, ‘luxury watches’…and so on.

You can also use ‘Negative Keywords’, which are words which when searched for you don’t want your ad to appear in. These could be ‘cheap watches’, ‘low priced watches’…and so on.

This makes PPC a highly targeted marketing tool, as the advertiser knows that when their ad appears, the user is in their target audience and could potentially purchase.

The actual PPC ad might be a text description accompanied by a picture and a link to that offering. So these prominent calls to action entice the user to click on the ad.

One of the best ways to manage a PPC campaign could be to use a helpful program called Google Adwords which enables you to bid on keyowrds in order to lock them down, create the actual ad, track the analytics and use reports on how the ads are performing.

So, what are the advantages and disadvantages of PPC.


The advertiser doesn’t pay unless the ad is clicked on

Highly targeted approach through the use of keywords – Improves the chances of a sale or lead

Have a rough idea of where you’ll rank in the search engine in accordance to how much you have bid

PPC ads can be displayed quickly, rather than SEO results which take longer for the pages to be indexed by spiders/robots

Simpler than SEO as your rank is based on a bid amount – Whereas SEO requires re-structuring pages

PPC can be used as a branding tool

Can calculate ROI for each keyword and a campaign

Manage a campaign effectively via programs like Google Adwords


PPC ads aren’t trusted as much as they are seen as advertising

The bidding process could see a lot being paid for keywords which could make it an expensive campaign tool

PPC campaigns require expertise and knowledge in areas such as the bidding process, keyword selection and managing the entire campaign

To remain competitive and ensure that a high ranking is kept it can be time consuming to manage a PPC campaign in-house

Unethical actions could occur from users or competitors constantly clicking the PPC ad so that you keep paying for the ad (though after a while the search engine will register this and the advertiser won’t be charged)

And that’s PPC!

So just for fun, here are some advantages and disadvantages of Paperclips.


Keeps paper together so you don’t lose it

Some paperclips have a solid metal structure to keep paper positioned well

They come in different colours and sizes to accommodate colour preferences and the size of the paper

You can make a paperclip chain from many paperclips which can be used for a necklace or just for fun


They can be quite sharp, and you might get injured from them

You can be restricted to the amount of paper it can hold

….and here’s the worlds most famous paperclip…Clippit!!!







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