Pay per click advertising can be a great, and sometimes essential, tool to bring new customers to your new or existing business. Unlike organic search engine optimisation, paid advertising can get your website appearing on page one of search engines from day one.

Paid advertising can be used alone or can be effectively combined with search engine optimisation, to maximise the number of visitors to your website. The choice of using PPC, SEO or both, depends on a number of factors including personal preference.

The term ‘pay per click advertising’ (PPC) refers to several different platforms in today’s digital marketing world. I focus on two main forms of PPC advertising: adverts in search engine’s search results (e.g. Bing and Google Adwords) and adverts on other websites (e.g. Google Adsense).

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