Pay Per Click Advertising (PPC)

PPC is a form of search engine marketing that involves buying website traffic from search engines. It brings traffic to a site by visitors clicking on an advert shown in the “Sponsored Listings”. Every time the advert is clicked a charge is made to the advertiser. Behind the ad there are ‘keywords’ and we bid on certain keywords to bring relevant traffic to a site. The client only pays for users that click through the listing and arrive at their site. A very important point to keep in mind with pay per click is to test, test, and test some more. Seeing how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers for your client is all important.


Used in conjunction with a natural SEO marketing campaign, PPC can get your client instant customer enquiries. PPC, like SEO can be considered as part of an on-going monthly marketing spend. However because it can be turned on and off based on a clients budget requirements, it can be used at leisure to support an on-going SEO campaign. We provide monthly services at a fixed price and the client then allocates a budget for how much is actually spent on PPC. Our monthly service provides:


1. Account Setup
2. Conversion code consultation
3. Keyword Research & Bid Management 
4. Competitive Analysis 
5. A - B Ad Copy Testing 
6. Conversion Tracking 
7. Campaign Tweaking
8. Monthly Reports
9. Creative Ad Copies


PPC advantages

  • The client only pays when their advert is clicked
  • Good for seasonal activity - immediate start and stoppage
  • Pick which keywords to bid on
  • Choose the page that users are sent to
  • It is possible to target specific countries and regions
  • Clients can rank highly for any keyword if their budget is large enough
  • Testing new keywords/text copy/bid caps easy to implement
  • PPC enables advertising campaigns to be implemented very quickly

PPC disadvantages

  • PPC costs are ongoing - once you stop spending your adverts stop showing
  • Quality score rules for landing pages are making it more difficult or expensive to gain a good position on PPC
  • Click fraud, while the PPC search engines constantly battle against this there can be no denying that it does happen.
  • Neglecting organic SEO in favour of PPC can be dangerous

Why Zing?