PPC or Pay-Per-Click advertising involves bidding on the keywords your customers are using to find you in order to appear in the sponsored search results in Google, Yahoo, MSN or any other number of locations.

Each time a visitor clicks on the link in one of your ads, you are charged an amount directly related to both your bid price and the bid prices of your competitors, but never above your maximum bid. Depending on your industry, the amount of competition and the expected return on investment, bid prices range from as low as £0.02, but are far higher for terms relating to industries such as finance or real estate.

Ideally, we would recommend that businesses opt for both SEO and PPC packages in order to maximise their search engine exposure and to provide valuable online branding. Often a pay-per-click campaign can bring initial traffic and provide good exposure while the SEO takes effect and ongoing PPC advertising can continue to bring you traffic for phrases that describe your services but which may not bring you traffic from the non-paid results as you can target different search terms with your Search Engine Optimisation and your Pay Per Click advertising. Ultimately, what you do will depend on your budget and the needs of your business.

Dreamscape have a wide range of experience in creating PPC campaigns across a number of industries which have consistently performed well above the average in terms of click through rates (CTR). While most companies consider a CTR of 2% to be acceptable, some of our customers have experienced regular CTRs of above 10% on some of their ad groups and keywords. Dreamscape aim to achieve at least a 5% CTR on every campaign we run.

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