Pay Per Click PPC

Pay per click is advertising where you are charged only when somebody clicks, so the advert can be shown ten thousand times for nothing. The money leaves your account the moment a finger touches the link, and not a second before. People shorten the name to PPC, and Google Ads is the version most businesses meet first.

You pay for the click and not the sale, which is what catches owners out. A click buys you one visitor and nothing more. If two people in every hundred go on to buy and a click costs one pound, each customer cost you fifty pounds before a single other expense was counted. So the number worth following is not the price of a click, but what one paying customer cost with all of their clicks included.

Prices come out of an auction, so they follow demand. A click on a plumbing search in a small town might cost a few pence, while insurance, law or private surgery in a big city can reach twenty pounds. The reason is that one customer in those trades is worth thousands, which pushes everyone to bid harder. Ask what a click costs in your own trade before you set the budget, not when the first invoice arrives.

Wasted clicks are the quiet drain on the budget. Someone types the name of your service while hunting for a job, a free version, a spare part you do not sell, or a shop in a city you never serve, and you paid for every one of them. The cure is a list of words the platform must refuse, plus a weekly read of the real searches people typed. Most accounts handed to Linkysoft have never had that list touched, which is where the easy savings are usually hiding.

A poor landing page then makes every click cost more, and it does so twice over. Fewer visitors buy, so each sale has to carry more clicks, and Google also grades how well the page matches the advert. That means a slow or off-topic page pushes the price of a click up, while a good one pulls it down. So the cheapest way to lower an advertising bill is often a faster, clearer page rather than a lower bid. Linkysoft looks at the page before touching the campaign settings, and the first week often goes on the page alone.