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Pay Per
Click Campaign, Pay Per Click Management, Pay Per Click Program, Pay Per
Click Engines, Pay Per Click Advertising |
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What is Pay Per Click?
Pay per Click is a type of Search Marketing where advertisers pay a set
amount every time their ad is clicked by a prospect. Some Search Engines,
such as Overture, specialize in this type of advertising medium, although
pay per click is not limited solely to Pay Per Click engines. For
instance, Looksmart, a directory, recently changed its business model to
pay per click.
Pay Per Click Search Engines
How they work
Pay Per Click search engines allow companies to bid on keywords that
relate to their sites. Companies submit their site's descriptions and
titles, along with a list of keywords to the engine. They also specify the
amount of money that they're willing to spend on each keyword.
After a Pay Per Click search engine processes the company's request, their
results start showing up when someone searches for a keyword that the
company paid for. Depending on how much money others paid, rankings for a
particular keyword maybe very high or low.
For example, if you choose to pay $.20 for the keyword "puppy food," while
others pay only $.19, your site would rank first. If, on the other hand,
you pay $.02, you may rank low.
For most Pay Per Click engines, companies pay only when a visitor clicks
on their web site from the search results .Most engines specify a minimum
amount of money needed for a company to open an account.
Aren't
the results irrelevant?
Many think that paid rankings will decrease the relevance of search
results by allowing any site with money to rank high for any keyword. Pay
Per Click engines understand that they will lose searchers, and eventually
advertisers, with irrelevant results, and therefore, make relevance a
priority. However, Pay Per Click engines will provide results with
commercial, not informational information. Relevance doesn't guarantee the
quality of the site.
Many Pay Per Click engines utilize editors to review incoming requests for
bidding. These editors are responsible for making sure that the submitted
keywords relate to the site's content.
Pay Per Click engines, however, are mostly commercial. Most
non-for-profits don't have the resources for advertising. As a searcher,
choose another search engine if you're looking for noncommercial
information. Non-profit organizations should think twice before bidding at
a Pay Per Click search engine. Chances are their audience won't be using
it.
More benefits of pay-per-click
Another benefit of Pay Per Click engines is instant traffic. Achieving
high rankings may take a long time, but with Pay Per Click engines people
find you immediately after you set up your account and your bidding
request is approved.
If you're considering using a Pay Per Click engine as part of your online
advertising campaign, visit our next section and read more about specific
engines and procedures.
An Overview
Pay Per Click engines
• Work by letting companies bid for keywords
• Can be relevant for commercial content
• Provide instant traffic
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