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Pay Per Click Marketing or PPC
When a website is first created and placed in the internet space it can take a while before it is picked up by search engines and thus be able to be found by people searching for the topics relevant in that website. During this initial period there is a way to start getting some traffic to the website but this requires a little bit of a marketing budget. This method is to start a pay per click marketing campaign using either the major search engines or using somewhat less known search engines where you can create and ad to be placed in the search engine results page or pages that will typically be placed on the right side of the page on content network pages.
When a website is first created and placed in the internet space it can take a while before it is picked up by search engines and thus be able to be found by people searching for the topics relevant in that website. During this initial period there is a way to start getting some traffic to the website but this requires a little bit of a marketing budget. This method is to start a pay per click marketing campaign using either the major search engines or using somewhat less known search engines where you can create and ad to be placed in the search engine results page or pages that will typically be placed on the right side of the page on content network pages.
In creating a pay per click campaign there is some terminology that might help us to under stand this project. some the words common to most pay per click search engines are:
- Campaign - This is a group of ads typically about one website or topic
- Adgroup - An adgroup is a group of ads that have the same keyword phrases in common
- Impression - This is when the ad is displayed on the page.
- Click - This is when someone see the ad and clicks on it to go to your page.
- Click thru Rate (CTR) - This is the percentage of times the ad is clicked when it is displayed.
- Keyword bid - This is the amount bid on to have the ad displayed
- Daily Budget - the maximum you are willing to spend on a single day
- Monthly Budget - the maximum you are willing to spend in a month.
These are a few of the words you may be confronted with as you begin a pay per click campaign depending on the particular pay per click system you choose to use. Each system is a little different in how it operates and so there will be a little bit of a learning cure with each one.
The three major search engines have pay per click options.
Google has Google Adwords and allows you to bid on the most number of keywords. Remember that you are not charged on the number of keywords you bid on to have your ad displayed or the number of impressions or times your ad is displayed on the page only on the number of times someone clicks on your ad.
Yahoo has Yahoo Search Marketing for their pay per click marketing program.
MSN's pay per click marketing program is called MSN Adcenter.
Typically with any of the pay per click programs will have you create an account and establish how you will pay for the use of the program. You will then create an Ad Campaign under which you will create 1 or more ad groups. Each ad group will have one or more ads that will be displayed when the keywords you bid on are typed into the search engine. By creating multiple ads in an ad group it allows you to test the effectiveness of any particular ad against the other ad in that group. you can, in most cases specify that the ad be displayed even and then compare the click thru rate on the ads to see which ad is more effective at getting people to click on it and come to your website.
It is important to keep your keywords tightly focused on your targeted market so that you don't spend money on clicks from people who are not interested in the subject of your website. The use of some keyword software can greatly help you figure out the most targeted keywords for your targeted audience. and can help you format the keywords for use with the search engines.
It is important to see how many clicks on your ads it requires to get one person to purchase from your website or to initiate business with you and how much you profit from the sale or business. This will allow you to establish your cost per click.
If you are initiating other search engine optimization strategies they will start to take over as you begin to get recognized by the search engine or get traffic from others websites. You may decide that pay per click is a good long term strategy for your or stop using it after other strategies become effective for your business.
Which Search Engines should you to sign up with?
— Initially to keep your costs down try these pay per click search engines
- MSN – STORES07 for $50 Credit
- 7Search – 7Search.com Pay Per Click Advertising – Best Value
- Enhance
— Long-Term these are some of the best performing pay per click search engines
Each of these will function a little differently so take your time to understand the features and how to input the keywords. It is often best to keep a spreadsheet of the keywords for your project or use some key word software.
If you are just going to do a little keyword research the you and Keyword Discovery's Free Search Term Suggestion Tool to find actual keywords used by people. Another tool that can be helpful is a free program called Good Keywords which can be downloaded and installed on your computer. Good Keywords will help you generate all possible variations of 3 word combination and common misspellings of words but doesn't actually check the usage of the keywords.
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