Find people where they’re trying to find you: search engines. Google AdWords (a form of Pay-Per-Click advertising often referred to as PPC) is Search Engine Marketing for the masses. Gone are the days where only the biggest players could advertise on a global scale; with AdWords we’re able to reach clients on a broad or targeted scale – the choice is ours.

AdWords gives us the opportunity to put ads in search results. This means that when a potential customer searches for keywords relating to your brand or industry (for example: “plumbers near me” or “thick wool socks”) we’re able to circumvent the organic search results and land an ad near the top of the results page. The beauty is in the details: when our ads are shown, we don’t pay automatically. We only pay when a user likes our ad enough to click on it, hence: pay-per-click.

This form of advertising represents a whole new paradigm for marketers. Rather than paying just to be shown, we only pay when users demonstrate an interest in our ads and click through to your website or click-to-call from their mobile phones.