Pay Per Click Search Engines - A Fundamental Overview

Forbes magazine reported that pay per click ads accounted for $1.4 billion in 2002 and are expected to increase to $8 billion by 2008. The fundamental core elements of a successful pay per click program are constant monitoring, analysis, and refinement.

Pay per click search engines offer a way to buy your way to the top of search results for any term you wish. With proper management, and a clear focus, pay per click search engines can offer some of the most well targeted and economical advertising on the Internet.

Pay per click advertising works through a bidding process, and the ads appear prominently on the results pages of search engines such as Google and Yahoo. The highest bidder for a particular word or phrase receives top placement, and depending on the engine, the top three to five bidders also generally also receive placement on the first page of unpaid search results.

Fundamental questions to be addressed when formulating a pay per click search engine strategy include the following:

  • When is the top pay per click bid necessary for highest conversion, and when will bidding for a second or third place position create a more attractive return on investment (ROI)?

  • How can you keep your PPC bids from cannibalizing your search efforts on other (non pay per click) search engines?

  • What percentage of your pay per click budget should go to each search engine?

  • Does either Google Adwords or Overture work better for your particular product or service? Or, perhaps neither one is appropriate from a return on investment (ROI) perspective.

    It is of critical importance to focus sharply on identifying the search terms that convert most frequently for your particular site, eliminating those that don't perform, and most importantly, calculating and maximizing your return on investment.

    The cost structure of pay per click is action-driven and each time a user clicks your ad, the pay per click engine deducts the amount of your current bid from your account. Pay per click offers a high level of assurance that your ad is reaching the proper target.

    Pay per click campaigns, however, are not perfect. Without CONSTANT monitoring, you sometimes risk incurring advertising costs that can spiral out of control, focusing on terms that don't convert well for your product or services, or falling way down in position during a bidding war.

    PPC advertising can be a great help to a site's success, but only with very close supervision and a thorough knowledge of the unique characteristics of each PPC search engine.

    About The Author

    Kirk Bannerman operates a successful home based business and resides in California. For more details, visit his website at

    In The News:

    5 Innovative PPC Tactics to Try Today  Search Engine Journal
    Use the Sitemap to Build a PPC Campaign  JumpFly PPC Advertising News
    Expert Opinion: Why you need a PPC agency  Marketing Stockport news feed
    Landing Pages Make or Break Your PPC Campaign  JumpFly PPC Advertising News
    New Conversion Metrics Ease Google Ads Reporting  JumpFly PPC Advertising News
    5 PPC Trends to Get Ready for in 2020  Search Engine Journal
    A Complete Guide to PPC Ad Formats  Search Engine Journal
    What is PPC?
    10 Tips to Win at Local PPC  Search Engine Journal

  • The Perils and Pitfalls of Pay-per-click Advertising

    In this age of speed dialing, T1 lines and other... Read More

    How to Make More Money with Google AdSense

    Like any Google AdSense Publisher, you will want to increase... Read More

    How to Make More Money from the Google Adsense Ads on Your Blog

    Numerous bloggers these days are looking to earn extra cash... Read More

    Double Your Adsense Income in 60 Minutes

    Google's Adsense is one of the most powerful weapons in... Read More

    Another Advantage To Pay-Per-Click Marketing

    Web marketing has taken on many different shapes during the... Read More

    Pay Per Click Advertising and Article Marketing Compared

    At first glance, Pay Per Click advertising seems to be... Read More

    Understanding Google AdSense

    Google AdSense allows webmasters to dynamically serve... Read More

    How To Win The War of Pay per Click Advertising.

    Do you know what is the most important question among... Read More

    How Does Pay Per Click Marketing Work?

    So how do people find my website? This is by... Read More

    7 Secrets for Pay-Per-Click Success

    "Pay-for-Performance" or "Pay-per-Click" Internet advertising is making big waves lately,... Read More

    How To Find Your Own Valuable Adsense Keywords For Free

    There's tons of money to be made from the Google... Read More

    Considerations For A Pay-Per-Click Ad Campaign

    Submitting your website to the Search Engines today may seem... Read More

    Google AdSense Fraud - Deep Insight

    It's worthwhile to examine Google's definition of Google AdSense and... Read More

    Pay Per Click or Pay Per Human Browser?

    Pay Per Click advertising has been around a few years... Read More

    3 Tips For Adwords PPC Management

    Adwords PPC Management Tip No. 1Setting up an accountIf you... Read More

    What is PTRE and Is It Worth Your Time?

    PTRE stands for Paid To Read Email programs. Online companies... Read More

    Google Adsense - A Website Income

    Many of us have websites and as a matter of... Read More

    What is Pay-Per-Click?

    Pay-per-click (PPC) advertising is when an advertiser pays for each... Read More

    Profiting From Second Tier Pay Per Click Search Engines

    Once you venture into the world of Pay Per Click... Read More

    Contextual Ads

    These are simply advertisements related, in theory and often practice,... Read More

    3 Strategies to Profit When Click Prices Increase (Part 1 of 3 Series)

    Although the degree of increase varies among industry resources, a... Read More

    How To Use Pay Per Click Ads Without Ruining Yourself

    It may seem to be a very expensive way of... Read More

    Can I Make Money Online with the Adsense Program?

    Sure you can. If you will learn how many other... Read More

    Organic Natural Search Engine Optimization versus Pay-Per-Click Search Engine Advertising

    When you purchase visitors or "clicks" from a search engine,... Read More

    A Fundamental Overview Of Pay Per Click Search Engines

    Forbes magazine has reported that pay per click ad sales... Read More