‘Half the money I spend on advertising is wasted: the trouble is, I don’t know which half’, goes the famous saying. With the arrival of pay-per-click (PPC), the advertiser now only pays when a user clicks on their advert.

PPC is used in many forms of online advertising but this guide focuses on search PPC where the text ads appear with the search results of search engines like Google and Yahoo. If your business is working within a tight marketing budget and running highly targeted ad campaigns, and you have a need to protect your brand search terms from competitors who are bidding on them, PPC can be an effective tool.