Thursday, February 23, 2006

About PPC

1. What Is Pay Per Click?
Pay per click advertising on search engines allows you choose keywords you would like your site to appear for when a search is performed. You decide how much you are willing to pay each time a person clicks on the search results. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose.
2. Which Search Engines Allow Pay Per Click Advertising?
There are hundreds of pay per click search engines.
Generally, the larger the pay per click search engine, the more you will have to bid to get to the top for your keywords. This is why it is worth investigating different search engines to find what it would cost to bid on your keywords and how much traffic they draw.
The largest companies in the pay per click industry are
Yahoo! and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites.
To find more pay per click search engines, take a look at those listed in the box in the right column of this page.
These pay per click search engines are not as large as Overture and Google, but they are worth a look. As mentioned above, one advantage these search engines can provide is they generally have lower costs per click to rank for a keyword than the larger search engines.
In addition to the general pay per click search engines, you may also be able to find thematic search engines that serve your industry or specifically cater to your target audience.
3. Important Considerations
A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers.
An essential part of your testing is having a method in place that allows you to track your return on money invested.
For example, if your goal is to bring in new subscribers to your newsletter, you could direct visitors arriving from your pay per click link to a subscription form set up just for them. You can then monitor how many clicks actually result in a new subscription. As such, you will know how much you are paying for each new subscriber.

1 comment:

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