What Is Pay Per Click (PPC)?
Pay per click advertising on search engines
allows you choose keywords you would like your site to appear for when a
search is performed. You decide how much you are willing to pay each time
a person clicks on the search results. The more you are willing to pay per
click, the higher your site will appear in the results for the keywords
Which Search Engines
Allow Pay Per Click Advertising?
There are hundreds of pay per click search
Generally, the larger the pay per click
search engine, the more you will have to bid to get to the top for your
keywords. This is why it is worth investigating different search engines
to find what it would cost to bid on your keywords and how much traffic
The largest companies in the pay per click
industry are Overture
Google is not a pay per click search engine, but it does provide pay per
click advertising in text ad boxes to the right of search results it
delivers. It also delivers pay per click ads to other content sites.
To find more pay per click search engines,
take a look at those listed in the box in the right column of this page.
These pay per click search engines are not
as large as Overture and Google, but they are worth a look. As mentioned
above, one advantage these search engines can provide is they generally
have lower costs per click to rank for a keyword than the larger search
In addition to the general pay per click
search engines, you may also be able to find thematic search engines that
serve your industry or specifically cater to your target audience.
A very important point to keep in mind with
pay per click is you must test, test, and test some more. Don't start off
with a major investment. Start with the minimum and see how the search
engine performs in terms of the traffic it delivers and how well that
traffic converts into paying customers.
An essential part of your testing is having
a method in place that allows you to track your return on money invested.
For example, if your goal is to bring in
new subscribers to your newsletter, you could direct visitors arriving
from your pay per click link to a subscription form set up just for them.
You can then monitor how many clicks actually result in a new
subscription. As such, you will know how much you are paying for each new
Before spending any money with a pay per
click search engine, be sure they can answer the following questions:
- How many searches a month are performed
at the search engine?
- What major search partners or affiliates
does the search engine have?
- How many searches are generated each
month by the search partners or affiliates?
- Is it possible to opt out of having your
listing appear in the results of the affiliate sites?
- What fraud prevention mechanisms are in
- What is the procedure for filing a
"fraudulent clicks" report?
- Will an account be credited for
fraudulent clicks discovered?
- Is it possible to opt out of having a
listing appear for searches originating from specific countries?
- Is there a posted terms of service for
search partners or affiliates. Look for search engines that have very
strict guidelines for dealing with their search affiliates. This is
important because you want to be sure the search engine is working
hard to prevent fraud among its affiliates.
Pay Per Click
If you use Pay Per
Click advertising, you need