PPC – Paid Search Marketing

PPC, (Pay Per Click) is a popular form of Paid Search Advertising which is an integral part of the digital marketing strategy of many organisation.

Paid Search Marketing normally takes the form of PPC, or Pay Per Click ads placed using systems like Google’s AdWords, Bings AdCenter or those available on social media websites such as Facebook, Twitter and LinkedIn.

However, PPC isn’t the only game in town and, in fact, many search marketing campaigns are not run on a pay per click basis at all. Instead they use a costing model known as PPM, (Pay Per Thousand impressions), based on the number of impressions the ad receives. This method is especially valuable when the main objective of the campaign is to gain visibility for a brand or product, rather than to generate clicks to a website.

Although Google’s AdWords platform did rule the roost for a long time, and, arguably, still does, there is serious competition now coming from Facebook, LinkedIn and Twitter, all of whom offer paid ad facilities of one sort or another on their hugely popular websites – see our section on social media marketing, (SMM), for a more in-depth exploration of these options.

iSpionage – PPC Competitor Analysis

iSpionage is a suite of ppc competitor analysis research, monitoring and analytics tools for use with Google AdWords. "Steal Your Competitors' Traffic & Uncover Their Conversion Strategy," that's the opening statement on iSpionage's ppc competitor analysis website...

AdRoll – Retargeting Platform

AdRoll is a widely used and well-established retargeting / remarketing platform that is available at a very reasonable cost. Retargeting, or remarketing as Google calls it, is an activity that should be including in almost every digital marketing strategy. Adroll is...

Optimonk – A New Take On Retargeting

Optimonk - changing the face of retargeting Optimonk is described by its makers as a tool for onsite retargeting which can help to significantly improve conversions rates for your website traffic. Classic retargeting waits for someone to visit your website and, when...

Google AdWords Keyword Planner Reveiw

Google AdWords Keyword Planner is the first keyword research tool I ever used. It was on the very first day of my working life at Google, where I was employed as a contractor for almost 7 years. During much of that time the Keyword Planner was a tool that I used...

Gmail Ads – Google Expands AdWords With Email List Targeting

It has been possible to place AdWords ads in people's Gmail accounts for some time now. These ads are targeted contextually, i.e. ads are shown which are relevant to the content of the emails within the Gmail account. Gmail ads are available in both mobile and desktop...


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