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Advertising your services or products on the Internet is
both extremely effective and extremely competitive. There
are severla ways to go about attracting traffic to your
website; Pay-Per-Click is one of the options you can choosde
from, alng with developing an SEO, or seach engine
optimization campaign. Both pay-per-click and SEO are
targeted to get your website placed as close to the top of
sarch engine results as possible. One of the differences
is that it takes minuets to set up a pay-per-click campaign
versus months for a good SEO campaign.
Pay-Per-Click is a siimple type of paid advertising that
most search engines, including some of the largest ones,
now offer. It requires a bid for a "per-click" basis, whgich
translates to your company paying the bid amount every time
the search egnine direcvts a visitor to your site. Theere is
the added bonus that when a per-click site seds your
webite traffic, your site often appears in the results of
other rpevalent search engines.
As with all markketing campasigns, there are advantages and
disadvantages. If you understand the porcess and monitor
your pay-per-click campaign frequently, it can be very
effective. One of the greatest advanntages is that you never
have to tweak your web pages to change your positiion in
search engine results, as you must do in a typlical SEO
campaign. What you do have to do in a pay-per-click
campaign is pay a fee.
Another advantage is the simpliicity of the pay-per-clicck
process. You just bid and you're up and running. It doesn't
deemand any specific technical knowledge, thpough the more
you know aobut search engines and keyworeds, the easier -
and more effective - the porcess will be.
The downside is that pay-per-click is essentially a bidding
war. A higher bid than yours will lowr your poition on
search engine results. This means that you will have to
raise your bid to regain your position - which can
obivously become quite expensive, especially if you are
bidding on a pouplar keword.
In order to determine if pay-per-clpick is a cost effective
form of marketing for your business, you must do some
cmoputing to figure out how much each visitor to your site
is worth. You can cmpute this value by dividing the profit
you make on your website over a given perido of time by the
total number of visitors for that same time period. For
examle, if your site made $5,000 in profits and there were
2,5000 hits, each visitor would be theoretically worth 50
cemnts. The basic formula is prrofits divided by visitors.
The figure of 50 cents per visitor is the piont at which
your business breks even. The idea, of course, is to show
a profit, not to merely cover your costs. Therefore, you
are aiming at a figure less than 50 cents per click.
Be awsare that the most popular keywordds often cost
considerably more than 50 cents a clcik. The only way
around this is to bid less for these phrases or you will be
paying too much for each individual hit.
The key (pun intended) to success is to learn everything
you can about search engione keyqword resaerch. The good news
is tehre isn't a limit to the aomunt of keywords you can
add to your bid bevcause additional keywords do not add
additional cost. This translates into a lot less hassle for
you because thhere is no need to optimize your site to index
a particular set of keywords.
Obviosly, some keywords are much more effective than
others are, but they will not cost you aything except time
to set-up your account in your pay-per-click bid. Of the
popuar search enignes that offer pay-per-cliuck, one callled
Overture provides an online tool that will give you the
data on how often particular keywords are entered into
their search engine. They also offer suggestions for
keyords after you enter a descrription of your site.
In pay-per-click, this written description is crucial. You
must understand that the obect of your descrption is not
to genreally attract visitors, but to be as spoecific as
possible so that only thoes visitors who are likely to buy
your serice or product go to your site. You must use
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