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Will Pay-Per-Click advertising help your site?

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  • Zaak OConan
    Zaak OConan offers the following royalty-free article for you to publish online or in print. Feel free to use this article in your newsletter, website, ezine,
    Message 1 of 1 , Aug 24, 2005
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      Zaak OConan offers the following royalty-free article for you to publish online or in print.
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      Article Title: Will Pay-Per-Click advertising help your site?
      Author: Zaak OConan
      Category: Business/Advertising_Media/Internet, Internet/New_to_the_Internet, Internet/Marketing/Online_Promotion
      Word Count: 831
      Author's Email Address: Zaak@...
      Article Source: http://www.articlemarketer.com
      ------------------ ARTICLE START ------------------

      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.

      Zaak O'Conan discovers and presents information
      on to enhance your site, newsletter, marketing and other
      Internet related topics. You'll find his other articles that
      expand your horizons at http://WebWorkersWeekly.com
      ------------------ ARTICLE END ------------------

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