Pay Per Click campaigns are frequently criticised for being expensive and ineffective.  For those who are unaware, PPC campaigns are the adverts that you see at the top and the bottom of any Google search results you get. Basically, clients will “bid” to appear at the top of the page, the higher the bid, the higher the position,  in an attempt to entice users to click on link through to their own site. 

With costs per click  sometimes running into the several pounds each category,  PPC campaigns can certainly be expensive, but on the other hand, Google allows you to set budgets quickly and easily limiting your spend and allowing you to carefully monitor your payback.

Such criticisms however ignore the key benefits of PPC. An effective PPC campaign can quickly allow you to identify what your clients are searching for and how likely they are to purchase from you as a direct result for searching for a particular phrase. This can allow you to adjust your entire marketing strategy  in response to the way your customers actually behave online. A highly effective tool.