PAY PER CLICK MANAGEMENT (PPC)
PAY PER CLICK MANAGEMENT (PPC) Pay Per Click (PPC) Search
Engines Pay Per Click search engines and advertising provides
web site owners the opportunity to buy their way to better
positions on search results pages. Learn about PPC, the
costs, and if it is a viable option for your site. 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,
the higher your site will appear in the results for the
keywords you choose.
Pay
Per Click (PPC) Search Engines
Pay Per Click search engines and advertising provides
web site owners the opportunity to buy their way to better
positions on search results pages. Learn about PPC, the
costs, and if it is a viable option for your site.
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, the higher your
site will appear in the results for the keywords you choose.
Which Search Engines Allow Pay Per
Click Advertising?
There are hundreds of PPC search engines.
The largest companies in the pay per click industry are
Overture and Google. Google is not a PPC search engine,
but it does provide paid advertising in text ad boxes
to the right of search results it delivers.
The pay per click search engines listed in the box in
the right column of this page 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
these, you may also be able to find thematic search engines
that serve your industry or specifically cater to your
target audience.
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 PPC 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.
Before spending
any money with a PPC search engine, be sure they can answer
the following questions:
* How many searches a month are
performed at the search engine?
* What major search partners or affiliates does the search
engine have?
* How many searches are generated each month by the search
partners or affiliates?
* Is it possible to opt out of having your listing appear
in the results of the affiliate sites?
* What fraud prevention mechanisms are in place?
* What is the procedure for filing a "fraudulent
clicks" report?.
* How many searches a month are performed at the search
engine?
* What major search partners or affiliates does the search
engine have?
* Will an account be credited for fraudulent clicks discovered?
* Is it possible to opt out of having a listing appear
for searches originating from specific countries?
* Is there a posted terms of service for search partners
or affiliates. Look for search engines that have very
strict guidelines for dealing with their search affiliates.
This is important because you want to be sure the search
engine is working hard to prevent fraud among its affiliates.?
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