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Pay
Per Click Advertising
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
Advertising your services or products on the Internet is both extremely
effective and extremely competitive. There are several ways to go about
attracting traffic to your website; Pay-Per-Click is one of the options
you can choose from, along with developing an SEO, or search engine
optimization campaign. Both pay-per-click and SEO are targeted to get your
website placed as close to the top of search engine results as possible.
One of the differences is that it takes minutes to set up a pay-per-click
campaign versus months for a good SEO campaign.
Pay-Per-Click is a simple 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, which translates to your company paying
the bid amount every time the search engine directs a visitor to your
site. There is the added bonus that when a per-click site sends your
website traffic, your site often appears in the results of other prevalent
search engines.
As with all marketing campaigns, there are advantages and disadvantages.
If you understand the process and monitor your pay-per-click campaign
frequently, it can be very effective. One of the greatest advantages is
that you never have to tweak your web pages to change your position in
search engine results, as you must do in a typical SEO campaign. What you
do have to do in a pay-per-click campaign is pay a fee.
Another advantage is the simplicity of the pay-per-click process. You just
bid and you're up and running. It doesn't demand any specific technical
knowledge, though the more you know about search engines and keywords, the
easier - and more effective - the process will be.
The downside is that pay-per-click is essentially a bidding war. A higher
bid than yours will lower your position on search engine results. This
means that you will have to raise your bid to regain your position - which
can obviously become quite expensive, especially if you are bidding on a
popular keyword.
In order to determine if pay-per-click is a cost effective form of
marketing for your business, you must do some computing to figure out how
much each visitor to your site is worth. You can compute this value by
dividing the profit you make on your website over a given period of time
by the total number of visitors for that same time period. For example, if
your site made $5,000 in profits and there were 2,5000 hits, each visitor
would be theoretically worth 50 cents. The basic formula is profits
divided by visitors.
The figure of 50 cents per visitor is the point at which your business
breaks 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 aware that the most popular keywords often cost considerably more than
50 cents a click. 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 engine keyword research. The good news is there isn't a limit to
the amount of keywords you can add to your bid because additional keywords
do not add additional cost. This translates into a lot less hassle for you
because there is no need to optimize your site to index a particular set
of keywords.
Obviously, some keywords are much more effective than others are, but they
will not cost you anything except time to set-up your account in your
pay-per-click bid. Of the popular search engines that offer pay-per-click,
one called 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 keywords after you enter a description of your
site.
In pay-per-click, this written description is crucial. You must understand
that the object of your description is not to generally attract visitors,
but to be as specific as possible so that only those visitors who are
likely to buy your service or product go to your site. You must use expert
marketing copy to guarantee that your description is both precise and
enticing to attract the most ideal candidates to your site. This
description is your most powerful tool to insure that your bid is
profitable.
Another essential element of pay-per-click advertising is that you
constantly monitor your bid. It is very important that you bear in mind
that the results of the top search engines providing pay-per-click
advertising, which are Overture and Adwords Select, usually appear on
other popular search engines. Because of this, the competition for top
ranking is intense, and very often you will find that the bidding price
balloons too high for pay-per-click to yield a profit.
If this happens, it is advisable to withdraw your bid on that particular
keyword and try another one. Remember: when you pay too much per click to
make a profit, you are in essence losing the bidding war.
Since losing is not acceptable, you must have a plan in place to closely
track the effectiveness of your keyword. It is advisable to monitor your
keywords on at least a monthly basis.
Not only is careful monitoring important, but the analysis of visitor
behavior can produce invaluable knowledge about consumer motivation,
habits, and trends. Expert monitoring and consumer analysis is essential
to your overall business needs, and will also insure that your
pay-per-click campaign is a success.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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