Do a quick search online for, say, cat repellent. (Sorry, cat lovers). See those results at the top and to the side? They’re under the word “ads”, which is a bit of a clue: these businesses have paid to be listed in the search results.
This is pay-per-click (PPC) advertising. You’ll also hear it called Google Adwords, because they’re one of the main providers.
But whatever you call it, it’s a brilliantly simple marketing tool. Showing your ad is free: you only pay when someone clicks and is sent to your web site.
Unlike some PPC marketers, we’re not that keen on reading tealeaves and trying to guess what’ll work. Instead, we find out by talking to our expert Google advisers, extracting the inside tips that will get you the best possible results.