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Why Use "Pay Per Click"
It puts your website in prime position on the search engines, so when people search for what you have to offer you appear at the top of the list.
You can then analyse who they are and how they got there, something that will help out in other areas of marketing.
Benefits of "Pay Per Click"
It is based on results - so no response means no cost.
It is very targeted by using any number of combinations of keywords and geography.
It is very quick – so can be implemented almost immediately and easily changed.
It can be used to test ideas, campaigns and products.
You are able to easily measure the responses you get and judge its cost effectiveness.
And a whole load of other practical benefits. see Added Benefits