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Pay-Per-Click is the Fastest Way To Get Traffic Today

Jul 31, 2008
While effective, advertising your products or services via the Internet is also very competitive. Pay-Per-Click is one sure method of attracting traffic to your Website, along with developing a SEO, or search engine Optimization campaign and strategy.

Both pay-per-click and SEO are designed to get your website placed as close to the top of search engine results as possible. It's important to note, though, that while it takes minutes to set up a pay-per-click campaign, establishing a solid SEO campaign can take months.

Pay-Per-Click is a simple category 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 means that your company will pay the bid amount every time the search engine directs a visitor to your site. As an added benefit, when a per-click site sends traffic to your website, your site often ranks in the results of other prevalent search engines.

As with all marketing campaigns, this program comes with both advantages and disadvantages. If you understand the process and monitor your pay-per-click campaign on a frequent basis, 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. On the other hand, a pay-per-click campaign comes with a fee.

Another advantage is the simplicity of the pay-per-click process. You just bid and go. The process doesn't demand 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 essentially translates to 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 be an expensive proposition; 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 determine the worth of each visitor to your site. 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 generated 2,5000 hits, each visitor would be worth 50 cents, theoretically. 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 is to show a profit, not to just cover your outgoing costs. Therefore, you are aiming at a figure of 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 to success is to learn everything possible 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 far less trouble for you because you don't have to optimize your site to index a particular set of keywords.

Certain keywords are more effective than others are, but they will only cost you the time required to set up your account in your pay-per-click bid. Of the popular search engines that offer pay-per-click options, 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.

This written description is crucial when it comes to pay-per-click. You must understand that the object of your description is not to attract casual visitors, but to be as specific as possible; that way, only visitors likely to buy your service or product will go to your site. You must use expert marketing copy to guarantee that your description is both precise and enticing, in order to attract the most ideal candidates to your site. This description is your most powerful tool for your bid to be profitable.

Another essential element of pay-per-click advertising is that you monitor your bid on an ongoing basis. 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 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. When you pay too much per click to yield a profit, you are in essence losing the bidding war.

It is advisable to monitor your keywords on at least a monthly basis, to track their effectiveness.

In addition, the analysis of visitor behavior can produce invaluable knowledge about consumer motivation, habits, and trends. Expert monitoring and consumer analysis are essential to the overall business success of your pay-per-view click campaign.
About the Author
Garey Simmons writes about
Search Engine Optimization
from personal experience. Having spent countless hours
learning SEO and how to market his many
business online, Garey has lots of tips to share. For a Free Report 'Business
Owners Fear SEO' go to http://SEOCoach.Net
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