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 http://business-at-home.us

    In The News:

    This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

    Search Engine Land

    Sarcasm aside, how strict PPC advertiser policies may actually ...
    Search Engine Land
    Around the pay-per-click (PPC) water cooler, it's been whispered that Google just might be out for its own financial self-interest. (Shhh! Don't tell!) That Google search is an utterly dominant and indispensable source of high-quality, high-intent paid ...

    and more »

    Search Engine Land

    How to outdo the PPC robots in shopping ads
    Search Engine Land
    Shopping ad performance may appear to be largely dependent on how well the automated algorithms work, with little room for account managers to optimize things. This is because the targeting is done automatically by Google, based on whatever products ...
    Optmyzr Introduces Optmyzr Express - Pay-Per-Click Optimizations ...PR Web (press release)

    all 2 news articles »

    Entrepreneur

    5 Basic Ways to Drive Traffic to Your Website with Online Marketing
    Entrepreneur
    Pay-per-click advertising (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, PPC gives you a way of "buying" visits to your site, instead of earning those visits organically. Search ...


    How to Break Free From 'Same Here' Branding Strategies
    Chief Marketer
    Seemingly overnight, concepts like e-commerce, SEO, social media, mobile marketing and pay-per-click (PPC) advertising have augmented traditional marketing strategies and tactics. In their scramble to keep up, brand marketers are desperately trying to ...


    Small Business Trends

    How to Use Pay-Per-Click Advertising for your Small Business ...
    Small Business Trends
    While search engine optimization is an important marketing strategy for all businesses, big brands and companies receive the most hits because they rank higher in searches for wide-ranging keywords. Google doesn't feature small businesses and smaller ...

    and more »

    Stop Selling Digital Like It's Radio
    Radio Ink
    So where does each digital service belong in the advertising funnel? Here is a simple breakdown: Awareness: display advertising, social media, SEO/PPC/Engagement/consideration: blogs, social media, reviews, site re-targeting, SEO Conversion: site re ...


    How to promote your ICO: from SEO to PPC
    ClickZ
    Having already been banned on Facebook and Twitter a ban on ICO advertising by Google is set to come into effect in June 2018. There are still plenty of crypto sites, relevant blogs, news sites, and networks that offer banner advertising with package ...

    and more »

    Search Engine Journal

    What Is Predictive Advertising & Why Do You Need It?
    Search Engine Journal
    Like AI and machine learning, predictive analysis has become a bit of an Internet buzzword in the last few years. The technology already has a wide variety of applications for marketers — predictive advertising is just one of them. If you're among the ...

    and more »

    Search Engine Journal

    3 Critical PPC Tasks You Should Do Every Day
    Search Engine Journal
    Pay-per-click (PPC) advertising remains an effective way to grab the attention of your target audience and drive them back to your site so they can engage with your products and services. Obviously, the higher your ads appear to the top, the more ...


    Four Ways To Get The Most Out Of Your Pay-Per-Click Strategy
    Forbes
    Having been in the paid search space for over a decade, I've seen a lot of changes and amazing advancements in the targeting, delivery and measurement of paid ads. But with all of those changes, there are still four fundamental tips everyone should ...

    Google News

  • Google for Resellers: Leveling the Resell Playing Field

    With so many people trying to make money on the... Read More

    Top 5 Secrets to Making Money with Adsense

    Did someone tell you you can make money easily with... Read More

    When AdSense Goes AWOL

    No matter how hard you work to optimize your page,... Read More

    Success with Adwords

    Google's Adwords service has brought success to many businesses by... Read More

    What is PTRE and Is It Worth Your Time?

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

    Advertising And Generate New WebSite Traffic

    Here's a simple way to use "No Results, No Pay"... Read More

    The Truth About Google?s Adsense Affiliate Program

    The truth about Google's Adsense program is that it is... Read More

    The Fastest Way to Get Traffic to Your Site

    Lots of people would like to get their Web site... Read More

    Irresistible Click-Me Tools for Marketing

    Never mind the irritating, but effective, pop-up window. There is... Read More

    Pay-Per-Click Search Engines ? The Basics

    Search engine optimization can take a long time to show... Read More

    Adsense Tricks to Explode Your Profits

    Lots of people say to make your ads blend in.... Read More

    10 Steps For Fighting Click Fraud

    Pay-Per click fraud dates back even from the time when... Read More

    The One Simple Trick That Can Double Your Adsense Revenue

    I've been working with Google's Adsense program for a while... Read More

    The Effect Of Smart Pricing In Adsense

    We constantly receive phone calls from clients, prospective clients and... Read More

    How To Use Pay Per Click Ads Without Ruining Yourself

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

    Google AdSense - A Quick Overview For Beginners

    In Google AdWords, the advertisers' links show up when someone... Read More

    Sell Multiple Products Through a Single ClickBank Account

    A ClickBank merchant account allows you to define and sell... Read More

    We Are Right In The Middle Of A Pay Per Click Baby Boom

    No, this baby boom will certainly not swamp the Social... Read More

    Not Sure If Your Online Advertisement is Working?

    Without tracking, your online advertising is just a shot in... Read More

    PPC Search Engines Revealed - 5 Things You Need to Know

    The pay per click (PPC) search engines have created a... Read More

    99 High Paying Keywords: The Secret Is Out!

    Incorporating high paying keywords into your site is critical to... Read More

    Pay-Per-Click Search Advertising Comes First

    There are a variety of advertising options available to online... Read More

    Is Adsense Going To Turn Associate Programs Obsolete

    When Google introduced their new Adsense revenue sharing program, people... Read More

    How to Take Advantage of the New Google Adwords Changes

    On Friday, July 15th all Google advertisers got the email... Read More

    Determining Keywords

    Determining keywords is a critical step in web design. If... Read More