Pay-Per-Click Search Engines ? The Basics

Search engine optimization can take a long time to show results. The Google sandbox alone can delay optimization results by 6 to 8 months. So, what can you do to get traffic while you wait? Pay-per-click ["PPC"] campaigns fill the time gap. This article discusses the basics of PPC advertising.

What Is A PPC?

A PPC search engine allows you to bid for placement in search results. Search engines such as Google, Yahoo, MSN, AOL and most others bolster their organic search results with sponsor advertisements. If you search on Google, links in blue across the top and the little ads down the right side of the search results are PPC listings. In one form or another, similar listings appear on every major search engine.

How Does It Work?

When you use a PPC, you will bid for placement in the search results under particular keywords. Instead of optimizing your site to appear high in the listings, you simple pay for the position. While this may sound great, keep in mind you are paying for the listing and have to watch the return on investment closely.

To get started, you must open an account with the PPC in question. The two biggest PPCs are Google Adwords and Overture. You will need to register with the PPC, provide a credit card number and, depending on the PPC, deposit money into the account. Next, create ads with a title, body text and link to the landing page of your site. The title of each ad should correspond to a particular keyword you want to promote. If at all possible, include the keyword in the actual title. Finally, you will be asked to bid on placement in the search results.

Bidding for placement is not as simple as it my sound. Ideally, your ad should be in the top 3, but never below the 10th position. This has to be balanced, however, by the return on investment of the campaign. If you sell a product that produces a $10 dollar profit per sale, you probably can't afford to pay $.90 per click. If your site converts 1 visitor out of every 100 into a sale, you will spend $90 for every sale. Obviously, that is going to work out very well. The one caveat to this situation is a business with reoccurring revenue.

If you site charges clients a reoccurring monthly fee, you can bid in excess of your immediate profit margin. To do this safely, you must determine how long the average customer will stay on your site. For example, if you make a $10 profit per month and the average customer pays for 5 months, the total profit is $50. In this situation, you can spend $20 or $30 to obtain a customer and still turn a profit. To properly manage a PPC campaign for a reoccurring charge site, you must recalculate the profit per customer ever week to protect yourself.

PPC Cons

Why not just use a PPC campaign instead of pursuing search engine optimization? There are a number of reasons. First, you are paying for each click with a PPC, which requires a budget and may impact your cash flow. Second, PPC bidding is competitive and that translates into higher costs, so much so that a profit may be hard to make. Third, many people simply do not click on PPC ads with the figure being as high as 20 percent. Fourth, you run the risk of having people click on your ads with no intention of buying, whether they are just browsing or are trying to exhaust your advertising budget.

PPCs definitely have a place in the online marketing field. Manage your campaigns with an eye for detail and you should fine.

Halstatt Pires is with http://www.marketingtitan.com - an Internet marketing and advertising company comprised of a search engine optimization specialist providing meta tag optimization services and Internet marketing consultant providing internet marketing solutions through integrated design and programming services.

In The News:


Small Business Trends

10 Facebook PPC Tips to Make Your Life Easier
Small Business Trends
Facebook PPC has become one of the most effective advertising strategies in the history of advertising. With over two billion users, virtually any type of business can make an extraordinary use of utilizing Facebook for advertising. Throw in Facebook's ...

and more »

Search Engine Journal

How Your Small Company Can Compete Against Big Brands in PPC
Search Engine Journal
While you may not be in a position to buy full page print ads in national newspapers or produce commercials for TV, pay-per-click (PPC) marketing is a channel that still allows small advertisers to play on the same field – if they know how. In this ...


Forbes

The Four Most Popular Myths About Paid Advertising: Debunked
Forbes
To someone unfamiliar with pay-per-click (PPC), opening the Google AdWords dashboard might look like a seven-headed monster that no entrepreneur can slay. I saw this time and time again during my time at Google. It's a big reason why my co-founder and ...


Search Engine Journal

Top 8 Ideas to Optimize Your PPC Performance
Search Engine Journal
PPC optimizations are essential to sustain or improve your paid search advertising campaigns' performance and reach organizational goals. Sometimes it can be overwhelming – where should you start? There are several components of a PPC account that ...

and more »

Small Business Trends

Wondering How to Make Your PPC Rock? Read This
Small Business Trends
Ad fraud is a reality that SMBs must understand and protect themselves from. Business losses from ad bot fraud are expected to reach a staggering $16.4 billion in 2017, and it's only going to escalate from there. The Wall Street Journal reported that a ...


Search Engine Journal

The 10 Most Important PPC KPIs You Should Be Tracking
Search Engine Journal
Quality score is the most elusive KPI amongst PPC advertisers. It is a metric created by Google that tells them how relevant your ad content is, using metrics like CTR and other performance variables like landing page experience. Advertisers find it ...

and more »

Search Engine Journal

How to Choose the Best Landing Page for E-commerce PPC Campaigns
Search Engine Journal
These are all vital to pay attention to, but they're only one-half of your campaign, the half that's focused on getting people to click on an ad that brings them to your website. But, they miss the second half of the campaign: what happens once they're ...


Marketing Land

7 killer ad tips for YouTube & video
Marketing Land
You spend a lot of time, energy and advertising dollars in PPC search and social. Plus, your sales team is out there. Yet most website visitors leave without taking any of the actions you'd like them to take β€” either they aren't ready, or you didn't ...

and more »

Effectiveness of search engine advertising receives too much credit
Rochester Business Journal
A savvy marketer might run a television commercial that builds awareness and triggers a search, a PPC ad that reinforces the message and provides an incentive to click, and finally a cohesive and compelling landing page that converts the prospect to a ...


Search Engine Land

Google Attribution: Is Google stepping in because no one else would?
Search Engine Land
If you're a PPC professional and you've worked for a high-tech startup, you've probably noticed that. In a fight for resources, say the proponents of spontaneous word of mouth, shouldn't product win? Is advertising truly a β€œtax for being unremarkable ...

Google News

The Truth About Google Adsense

Make $$$$ with Google Adsense! Top Paying Keywords! $100 per... Read More

Contextual Ads

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

Three Google Adwords Secrets for Massive Online Profits

If you know anything at all about Internet marketing, then... Read More

10 Steps For Fighting Click Fraud

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

Ten Tips for Affiliate Marketers Using Google AdWords

One of the hottest ways to sell affiliate products is... Read More

Wimpy Google and Michael Jackson: Birds Of A Feather

Google Inc. is suing a Houston-based company for allegedly clicking... Read More

How to Master Google AdWords - Part 2

4. Write an attractive ad - you have a very... Read More

Successful Pay Per Click Ad Copy

Writing outstanding ad copy for pay-per-click advertising campaigns is critical... Read More

The Future of PPC Advertising

For those of you who haven't used a Pay Per... Read More

Pay-Per-Click Marketing & Natural Search Engine Traffic

PPC advertising has many great benefits. First of all, you... Read More

How to Take Advantage of the New Google Adwords Changes

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

The Truth About Pay-Per-Click Ads

Are pay-per-click ads the best method of getting customers to... Read More

Irresistible Click-Me Tools for Marketing

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

The Sensible Way To Earn Money With Google AdSense!

Dear friends,Google AdSense has rapidly gained a status of an... Read More

Get Real-time Adsense Channel Stats And Find Out Which Ads Are Being Clicked

If you have multiple sites or multiple directories in your... Read More

Optimizing Adsense For Better Performance and More Money!

So you want to make money with Google Adsense? I... Read More

The Google Revolution

Google is probably one of the single most important revolutions... Read More

Find Powerful Keyword Phrases in Five Easy Steps!

You may not realize it, but in the next few... Read More

Adlink Success - A New Advertising Style From Google Adsense

There is a new advertising style from Google Adsense that... Read More

Click Fraud ? Threatening the Internet Economy

One of the most popular forms of Internet advertising is... Read More

The Secret to Adwords Success

It seems at the moment that everybody is telling you... Read More

10 Great Things NOT to Do with Google AdSense

There is no question that you can make some good... Read More

How to Use Pay Per Click Marketing, the Emoneyreport Way!

The cycle of affiliate programs and money making ventures goes... Read More

Not Sure If Your Online Advertisement is Working?

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

The Cost Of Click Fraud

One of the biggest threats to the continued growth of... Read More