There’s one clever way most big advertisers are making money online these days and it’s called Pay Per Click (or PPC, as it sometimes known by). For most of the time pay per click is a small advert of text and (or image) that displays on the edge of a website, or in your social media feed. Every time you click one of these ads, the advertiser is charged a small fee for the success of their advert. The purpose of the advert is simply to direct the user’s attention away from the website they’re currently looking at and focus on a new subject that could be of interest to them, which is usually something they’d like to buy, or try. It’s a very interesting sales tool and the smartest marketers will be sure to place these ads on relevant sites, or for relevant search results, meaning that the person viewing them is already interested in what’s being advertised. Google’s Different Search Results (and how they make money) Google are, of course, one of the most profitable companies in the world and pay per click is how they make most of their money. Every time you search for a given subject on Google you’ll see two types of search results. The first two or three results are usually an advert, which means that someone has paid for that result to be shown and when you click, they’ll be charged. On a desktop computer you’ll also see some adverts down the side. The advertisers are normally charged less if you click on these, as they’re not as prominent. Take a look at the screenshot to the right, the adverts are the areas I’ve highlighted in red. All other results are shown naturally, based on Google’s really clever search algorithm. But that’s a story for another time! What Can Google AdWords Do For You? If you’re a business, or a brand, Google AdWords is a quick and easy way to get your customer’s attention. Here are a few benefits: It’s advertising for a very specific audience, because you get to choose who sees your ad. You get to set your own advertising budget. You can even determine how much you’re willing to pay for every click. It’s the kind of advertising you can switch on or off, depending on when you need it. Using tools like Google Analytics you can track the results. Possibly best of all… it pretty much guarantees instant traffic. It’s likely that the majority of your customers are searching Google every day to find people who do what you do. Being at the top of Google’s results means they’re more likely to choose you. Google AdWords is the paid...