Pay per click advertising is still one of the quickest and effective ways of promoting your business online. Some call it keyword auctioning, and if people are bidding high prices to get on the major search engines and other top web properties, then you know it's a profitable place to be.One of the ways to boost traffic to your Web site is by purchasing keywords from one of the pay-per-click search engines or directories.With pay-per-click engines, you bid on keywords that describe your business, your products, or your target audience. Then, you're charged your bid price every time someone clicks on your ad, which is displayed when a searcher types in the keyword you've chosen into the search box at an engine. Whoever is willing to pay the most for the keyword or keyword phrase will be at the top of the rankings.
Important Pay-Per-Click Engines and Directories
Overture is certainly the pay-per-click engine that most people recognize. It's also one of the most expensive and competitive. However, the visibility of Overture is impressive, to say the least. It provides the top two or three results to "big boy" search engines and directories like Yahoo!, Lycos, HotBot, and MSN Search. In fact, Overture claims to reach 80% of all Internet users.
- Google AdWords
Google AdWords have fast become extremely important in the pay-per-click arena, with results being shown at search engines like Google, AOL Search, Ask Jeeves, and Teoma.
LookSmart is a pay-per-click directory where you pay a flat $.l5 per click through. It claims to reach 77% of the Internet users through the partners that display LookSmart results. Some of those partners include MSN Search, About.com, Netscape, and AltaVista.
- Planning and Writing Skill is Needed
To produce effective PPC ads you must bid on the right selected keyword phrases, write persuasive, moving ad copy and have a well written page to have them click through to. The bid price on some keyword phrases is mind bogglingly high, so good judgment is necessary now. If you know how to attract the prospect and deliver them seamlessly to a solution they need, you'll be rewarded with a good sales rate. This writing skill can be used for other text type advertising placements on web sites other than Google, MSN and Yahoo.
- Finding the Right Keywords
Your search engine optimization consultant should help you target the right keywords. There are keyword suggestion tools you can use such as those provided by Overture, Google, Wordtracker, and another tool offered a British program called e-spotting.com. Through experience you'll see these keyword services can lack accuracy. I've found e-spotting.com's suggestion tool very helpful. Good keyword selection goes deeper than this because you must still filter out those ads that don't bring real paying customers
- Advantages to Working with the Pay Engines
The pay engines offer many advantages to Web site owners, including:
If you have a brand new site with little or no visibility and no link popularity, the pay engines are certainly a way to get started fast while you wait for your standard search engine marketing efforts to kick in and take effect.
Pay-per-click engines are ideal for holiday promotions, special sales, or to jump start slow engine traffic.
With the pay engines, you have instant visibility in whichever search engines display those results.
You choose your rankings, depending on how deep your pocket book is.
If some of your keywords aren't performing, you can choose other ones.
You only pay for clicks to your site, so you can target your traffic by the keywords you choose.
With regular optimization efforts, it's sometimes difficult to achieve top rankings if you're in a highly competitive field. With the pay engines, you pay for your rankings, and VOILA! You're there!
Purchasing keywords is certainly easier and less time consuming than optimizing your pages.
With regular engines, when algorithms (or ranking criteria) change, you can find yourself booted out of your top spot. With the pay engines, as long as you're willing to hand out the cash, you'll be on top.
You can target your audience based on the keywords you choose. Most Web sites have multiple target audiences, so pay-per-click keywords are a way to reach each of those target audiences.
Pay-per-click is generally less expensive than traditional advertising media.
With pay-per-click engines, you don't have to worry about design strategies that could mean death to a Web site otherwise.
Is your entire site one huge Flash movie? No problem, if you go through the pay engines.Tips for Boosting Your Chances for Success with the Pay Engines When working with the pay engines, it takes practice to achieve a level of success. So, start out slowly, and keep a tight rein on your budget. As you become better at crafting titles and descriptions and choosing highly targeted keywords, you'll gradually be able to increase your budget, if you choose.