Pay Per Click Advertising, Choose Your Words Wisely!

As the Search Engine Industry matured it became clear they needed a way to monetize all that traffic. One of the first strategies employed was “Pay Per Click” or as it is commonly referred to PPC. Essentially it is an advertising model where advertisers pay for each click or visit to their site, that occurs from the placement of their advertisement on the search engines landing page. The advertisements are placed on the first and subsequent pages of relevant keyword searches. The fee structures vary by industry and keywords chosen. Typically they start at .05 cents and can go up to several dollars or more per click. The cost of each click is referred to as Cost Per Click, CPC. Frequently referred to as “sponsored advs,” they appear at the top and or right margin of a search engines results page. The search engines provide easy to use templates for the development of an advertisement and guidance during the set-up process. The programs allow you to set daily spending limits, monthly spending limits and maximum pay per click limits on individual terms. Strategies can target a single search term though it is common for larger efforts to include hundreds. Essentially, PPC involves buying small text or banner advs. on search term landing pages of your choice and the cost is dependent upon the demand for space. The more you are willing to pay per click the higher in the search your advertisement will appear.

As of 2010 the largest PPC keyword search engines included: Google AdWords, Yahoo Search Marketing, Microsoft AdCenter, Ask, LookSmart, Miva, Yandex and Baidu.

Others “Product Engines” allow advertisers to buy clicks from businesses and consumers went to a site specifically for shopping purposes. Sometimes they specialize in just one type of product and service. Frequntly they allow feeds of entire product lines searches included: Google Base Shopzilla, Yahoo Shopping, NexTag,, SideStep, and TripAdvisor.

Many high traffic websites allow others to advertise on their pages, this occurs on blogs, social networking sites and entertainment sites. If you find a website you would like to buy space on, look at the bottom of the page, frequently you will find an advertise with us link. If not, consider emailing the company to see if they are open to the idea. Always check a websites performance before buying any space. You can find out how much traffic a site receives by looking it up on sites like: Quantcast or Alexa.

We advise being very careful before committing a large budget to PPC advertising. This is not a strategy to be playing it by ear, or guessing what might or should work. track your performance and make adjustments as required. Understanding the different programs and hiring expert with a proven track record and knowledge of key words and phrases can maximize the success of your PPC campaigns.

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