Digital Marketing Services

Telegraph Digital Marketing Services > Blog

What is Pay-per-click (PPC) Advertising?

Wednesday, February 20, 2013

Pay-per-click advertising is a form of SEM (search engine marketing) where an ad is displayed and businesses pay each time the ad is clicked on.

PPC advertising is commonly used on search engines such as Google and Bing. These search engines allow advertisers to purchase advertisement space that will appear alongside organic (free) search results (see graphic). Usually PPC advertisements are labeled as ads, sponsored links, or sponsored ads.

PPC advertising is based off an auction model where advertisers bid to get their ads to appear when a target audience searches specific keywords.

PPC advertising also takes place on a wide variety of other sites but not to the same extent as search engines. Websites that use PPC advertisements have the option of when and where these advertisements will show on the particular website.

PPC advertising can be an expensive but can also be cost-effective depending on the popularity of a keyword you plan to bid on. PPC advertising can generate a lot of traffic to your website, very quickly, and very affordably.

Which form of online marketing is better for you? SEO (search engine optimization) and SEM/PPC work best together. Once you stop paying to have your PPC or SEM advertisement appear alongside organic search results, you will no longer show up unless you've done SEO work as well. The best way to maximize your exposure online is to focus on a SEO (search engine optimization) strategy that will raise your site as close as possible to the top of organic search results and stay there.

Remember, only 15% of the clicks from search results are on paid ads. Prioritize your efforts and master SEO so your business can get a portion of the 85% of the clicks that are on organic results. Use SEM tactics while you work on your SEO, or when you want an extra boost for keywords you don't normally concentrate on. For example, you may prioritize your efforts as a flower shop for wedding, anniversaries and funerals, but for Valentine's Day, it may be worth the extra effort to promote via specific SEO and SEM tactics to maximize your sales.

Note: Don't feel like learning it all and doing it yourself? Let us do it for you! Want to do it yourself but need some one-on-one training? The Telegraph's Digital Marketing Services offers SEO services, social media management and business consulting! 603-594-6423 /

About us:

The Telegraph, founded in 1832, delivers award-winning news, sports, entertainment, food, business and political information in print and online. The newspaper is published daily, including a Sunday edition, with the exception of some holidays. The website is updated with the latest news throughout the day. The Telegraph delivers more news covering Nashua, Hudson, Merrimack, Litchfield, Milford, Amherst, Hollis, Brookline, and surrounding towns in New Hampshire than any other news source.

The Telegraph offers a number of traditional and innovative marketing opportunities in print, online and through local events. See our Media Kit. The Telegraph's digital marketing services team provides its clients with social media marketing, blog writing, SEO tips, brand management and general marketing consultation to better enable customer engagement with online and offline marketing. Partner with The Telegraph, and we can help your business reach its goals more effectively and efficiently by understanding your needs and better connecting you to your community.

Back to Top

Contact us:

Take the next step towards reaching and engaging new customers with your business online.
We're here Monday - Friday, 8 a.m. to 5 p.m.

Call 603.594.6423 today!

Email us at

Telegraph Digital Marketing Services
17 Executive Drive
Hudson, New Hampshire, 03051

Follow Us

Back to Top