What Should You Know About Search Engines and

Pay-Per-Click?

 

 

Here’s a fact for you, 85 to 95% of websites are found through a search engine. You may have the most incredible website on the Internet, but it will receive little or no traffic without search engine visibility and ranking. Can you imagine a billboard in the Sahara desert? Who sees it?

 

So, how will searchers find your website? What types of search engines

could they use?

Search engines fall into two categories. The first is referred to as natural, organic or standard. The second is called pay-per-click, paid inclusion or paid placement.

Natural, organic and standard are interchangeable terms describing a search engine that bases its search rankings on a ranking algorithm. The algorithms involve a number of criteria and parameters, all relating to the content of the website, the website’s size, the number of incoming links to the website, and the content’s relevancy. You will hear terms such as keyword relevancy and keyword density to describe various components of the algorithms.

For the standard search engines, you, your webmaster or hired search engine optimization specialist could spend considerable time optimizing your website to achieve top rankings. The goal is for your website to appear on the first or second page of the search engines’ results when your target user searches keywords or keyword phrases.

 

 

The good news is rankings on standard search engines are free. The downside is the tremendous amount of time and effort required to achieve exceptional search engine rankings. Let’s confess to each other that top rankings on standard search engines can be tough and timely to achieve!

The interchangeable terms pay-per-click, paid inclusion or paid placement describe a search engine that bases its search rankings on a “bid for position” basis. Simply stated, you “bid” a price to be in a specific position of the search rankings for a particular search keyword or keyword phrase. For example, the #1 position on the search phrase “pay per click” recently required a bid of $3.55 per click, whereas the 15th position required only a bid of 55 cents. As a result, your differential website advertising costs between position #1 and #15 can be considerable.

With pay-per-click search engines, your ability to bid high can dramatically impact your website’s search engine ranking when the search results display website domain names or URL’s for the search keyword or keyword phrase. The benefit is your website gains visibility with the searcher, but you are not charged the pay-per-click “bid” until a searcher actually clicks on your website domain name or URL displayed in the search engine results. The selection of your website in the search engine results is called a click-through.

 

In general, click-through rates range from 1% to 5% of the number of impressions. What is all of this? A click is when a searcher selects or “clicks” your pay-per-click ad. An impression is one display of your pay-per-click ad on the search engine results. So, the click-through rate is a measure of the total number of ad clicks versus the total number of impressions in a period of time:

Click-Through Rate % = Total Number of Ad Clicks / Total Number of Ad Impressions * 100

Let’s do the math for our #1 position bid of $3.55 per click. In September, 2004 there were 21,535 searches for “pay per click.” First, let’s assume a 1% click-through rate. The top bidder spent $764.49 (21,535 * 1% * $3.55). Now, at a 5% click-through rate the top bidder spent $3,822.45 (21,535 * 5% * $3.55).

Budgeting and controlling marketing expenses with such a broad range of potential costs could be tough. Plus, such costs could be the tip of the iceberg. We still must consider derivatives of the keyword or keyword phrase. So, was being #1 worthwhile? That depends on your website’s cost per visitor, conversion rate and profit margin of your product or service.

From what we’ve covered so far, you should realize you can achieve a top or high ranking through the pay-per-click search engine. But, a high ranking will cost money and these costs can be volatile. Meanwhile, the standard search engine remains free.

However, pay-per-click offers one significant advantage. It enables you to achieve website visibility with a high ranking instantaneously or overnight. If you want to draw traffic to your website fast for any reason, pay-per-click can make that happen. Remember, maximizing the standard search engine process takes time!

Let’s summarize the pros and cons of pay-per-click marketing:

 

 

Pros

* Improves your website’s ranking and traffic quickly.

* Tests the marketability of your product or service swiftly.

* Determines the ability of your web site to convert visitors to a call to

action or make a purchase promptly.

* Identifies which keyword phrases will provide the best conversion rate

rapidly.

* Provides complete control of the search engine campaign, both

position and cost. ,,,  Cons 

* Cost

 

Many individuals criticize pay-per-click because of the costs involved. But, have you really thought about the cost issue? Unless you or someone in your organization has expertise in search engine optimization, you’ll probably pay several thousand dollars in fees to a search engine optimization specialist to improve and optimize your website to achieve higher rankings in the standard search engines.

So, my question to you is. Are the standard search engine rankings really

free?

At the end of the standard versus pay-per-click search engine debate, it’s like the old saying, “There is no such thing as a free lunch.” Or, it’s like the old commercial, “You can pay me now or you can pay me later.” The reality of the debate is you must evaluate your specific website situation and utilize the search engine approach that maximizes your website promotion goals and investment.

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About the author:
Chet Childers is a successful Internet marketer utilizing both pay-per-click marketing and search engine optimization to increase website traffic. His clients’ websites promote products such as window treatments, furniture, medical uniforms, swimming pool tiles, capital equipment, computer software and much more.

 

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What Is Pay Per Click Marketing And How Can It Benefit My Business?

 

 

This article explains the basics of ppc marketing and features techniques that increase ppc traffic while keeping costs low. Marketers looking to increase targeted traffic without spending a lot of money,

 

 

will benefit the most from this article.

 

I could write a lot of pages, maybe even a book explaining what pay per click marketing is and what it can do for your business, but I will keep this short and to the point.

 

Pay per click (ppc) marketing is an advertising platform in which you bid an amount of money that you are willing to pay for a click.

 

 

When a searcher does a search at Google all of the ads on the right side of the screen are ppc ads. Google calls them sponsored listings. When a surfer types in a keyword,

 

the advertisers who have bid on that keyword have their ads displayed.    

 

 

When one of the ads is clicked by the surfer they are taken to the advertiser’s website. The advertiser is charged at maximum, the amount they’ve bid. Most of the time they are charged less than what they have bid.

 

But they are never charged more than their maximum bid.

 

 

The bids can start at 1 cent and depending on the market and the ppc search engine, go up to $50 or more per click. When starting off I suggest bidding very low. Ten to fifteen cents per click or lower is a good start.

 

 

The higher you bid the higher in the rankings your ad is shown therefore increasing your ad’s visibility and your potential visitors. The downside is bidding high can cost you a lot of money and in some cases bring you way over budget.

 

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Bidding low might not get you as much traffic as bidding high but it will bring you traffic for much cheaper thus increasing your return of investment (ROI).

 

One way to increase the amount of times your ad is shown (visibility) while bidding low, is to bid on a high volume of keywords. Some marketers bid on hundreds and up to hundreds of thousands of keywords.

 

 

This met hod will take some time. Putting together hundreds or thousands of keywords can be time consuming, but it is an effective strategy for getting quality traffic, without paying a lot of money.

 

The more you work with the ppcs the faster you will get at putting together lists of keywords.

 

 

 

In case you’re not sure how to generate that many keywords there are many tools on the net that will help. Some are free and some charge money. One of the best free tools is offered by a company formerly named Overture,

 

 

which has been bought out by Yahoo! This tool can be found here. 

 

 

 

What can ppc marketing do for your business? Depending on your market, ppc marketing can be a great way to get quality traffic inexpensively, increasing your ROI and profit.

 

It is also a great method for testing products because your ad can “go live” in as little as 15 minutes and up to 5 business days. Depending on which ppc search engine you use.

 

 

 

Advertising your business at free search engines a.k.a organic search engines can take weeks or even months for your website to be indexed in their directory.

 

It can take a lot longer than that to get a decent ranking on your search terms. The more competitive the keywords you are trying to get listed, the harder it is to obtain a decent ranking.

 

This is one reason why ppc search engines have a huge advantage over organic search engines.

 

 

I, as well as thousands of other marketers think the best two ppc search engines are Google Adwords and Yahoo! Search Marketing (formerly Overture).

 

 

 

Google claims your ad can “go live” in 15 minutes but it usually takes a couple of hours. This is really fast. Yahoo! Usually takes a couple of days.

 

 

There are thousands of smaller ppc search engines. Some of them are good and some are not. Some will take your money but will not have many searchers.

 

Google and Yahoo have hundreds of millions of searchers every day.

 

If you think about using a smaller ppc do some research and find out what experiences other marketers have had. There are thousands of forums,

 

 

 

newsletters, ezines and info sites dedicated to educating people about ppc marketing. You can learn a lot about Google Adwords, Yahoo! Search Marketing and a lot of the smaller (2nd tier) ppc search engines at these places.

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