How Pay Per Click Works
When customers perform a search, the results returned are ranked with the 'best' match appearing higher up the page. This “organic” SEO is based on criteria, including content, headers, page titles, internal links, links back to the site from other reliable websites and more as discussed in our search engine optimisation page.
Included with search results there will be sponsored links on the right-hand side and at the top of the page. These adverts are generated through Google AdWords of BingAds. You can bid on keywords and if you win your webpage will appear higher up the page (even before the 'best' matches), giving your website great exposure. A similar feature is also available within Facebook and the option should be considered if that would better fit your target market.
Advertising in this way allows you to connect with customers at the moment they are searching for your product or service. You only pay when a customer clicks through your site which is why it is called pay-per-click or PPC.
Assuming your advert and keywords accurately represent your business, you can obtain good leads. With a good website these leads can be converted into sign ups, sales, or whatever result you are trying to achieve.