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PPC For Dummies (Part I)
© 2003 By Scott Van Achte
For the beginner,
understanding PPC (Pay Per Click) services can be utterly
confusing. With so many search engines to choose from, and
so many options within each one: different billing schemes,
different terminology, and different techniques for ranking
in the top spot, the learning curve is quite substantial. So
why would anyone go to the trouble?
For quite some time now Google has been the primary source
for web search. Nearly everyone who has ever used a computer
has either used, or at least heard of, Google. But as the
Florida update has shown us, free placements in the search
engines are not as stable as we would like them to be. Sure,
after an algorithm change, we can go back to the drawing
board to figure out the newest line of attack, re-optimize a
site, and bring back that first page placement, but how much
traffic and sales are lost as a result of the down time?
When it comes to most PPC campaigns you can be sure of one
thing: Your rankings are stable. When you go to bed, you
know that when you wake up the next morning your placements
will still be there. Now, of course in many cases you may be
out bid in Overture and find yourself slipping a couple of
notches, but after a quick adjustment to your maximum bid,
you're back in contention. This is a far cry from the months
potentially lost after slipping (in some cases off the
charts) into the dark abyss of positioning.
Google is not going away any time soon, so it is still very
important to optimize and try to get those top placements
regardless of whether or not you wish to pursue a PPC
campaign. If you are ranking well on Google, in many cases
it is still well worth it to pursue PPC placements as well
to get that extra exposure. With a PPC campaign it's
important to remember that it isn't always as simple as
paying top dollar to dominate the number one spot. Regular
tweaking and maintenance are required.
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So what is involved in achieving top spot in a PPC
campaign?
Google Adwords
Your Google AdWords Ad is given a ranking value by
multiplying your maximum Cost Per Click (CPC) with your
current Click Through Rate (CTR) and ads are sorted
accordingly.
For AdWords, you must constantly monitor the performance of
your keywords and ads. If the CTR of your keywords begins to
slip then your position will most likely drop, and it's time
to either re-write your ads to draw attention, adjust your
max CPC, or a combination of both. What will work best,
depends on a variety of variables; your CTR, current CPC,
how competitive your keyword phrase is, and the wording in
your competitors ads. Remember you want to stand out as the
obvious best choice.
Looksmart
Looksmart has a PPC Service that is somewhat different than
AdWords and Overture. With Looksmart you write your own
title and ad text for your listing and pay a set rate of 15
cents per click. The ranking order for listings is "based
solely on their relevance to a user's search as determined
by LookSmart's proprietary search algorithm. Payment does
not influence the appearance or rank of the listings in the
Reviewed Web Sites section." ( - Looksmart)
If you choose to use Looksmart, it is essential for your
website to be properly optimized. The main downside to
Looksmart is that your payment of 15 cents per click is just
to get you listed, and does not guarantee any positioning.
Overture
The ranking of your Overture listings is determined by one
thing and one thing only. How much you are willing to pay.
If your ad position drops, increase your bid and within
seconds you are back to where you left off. Now remember,
being number one is not everything. If people see no
interest in your listing, they will simply click on number
two. Of course, this doesn't cost you anything directly, but
indirectly you may be losing the all so important sales.
This is why it's important to have carefully written copy
for your listing.
In the case of Overture, Looksmart and Google ads, the copy
you choose does not affect your position, so you don't need
to worry about the ad being 'search engine friendly', but
you do need to ensure it is searcher friendly. Carefully
select the wording to use in your ad copy and be sure to
include the keyword phrase in either the title or the
beginning of the text. Say something that will jump out at
the reader. You want them to see your ad as being highly
relevant to their search, as well as being interesting and
inviting. Remember; just because you dominate the top spot,
does not mean you will necessarily draw all the traffic
(although it does help!)
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Before you get started with any PPC Campaign be sure you
understand the search engine's billing practices. Google
AdWords charges a one time, $5.00 setup fee, and after that
you pay only for delivered traffic. Overture does not have a
setup fee, but they do require a minimum charge of
$25/month, regardless of whether or not your click through's
have accumulated to that total. Looksmart bills at a flat
rate of 15 cents per click. Each engine has a different
billing plan for minimum usage, and it's important to
understand them so that you don't get burned.
Once you have selected what search engine, or engines, you
wish to use, start off by reading through their FAQ page,
guidelines, tips pages, and absorb as much information as
you can to get a good grasp on how their PPC system
operates. If you are new to all of this, AdWords and
Overture will seem overwhelming at first glance, but your
understanding will grow the more you review the information
offered by these engines. It doesn't take long to get a firm
grasp of the various systems.
Coming Soon: Scott Van Achte writes on how to choose your
max bids and wording for your PPC campaign.
ABOUT THE AUTHOR:
Scott Van Achte is a Search Engine Optimization
Professional and PPC Manager at StepForth
Search Engine
Placement Inc. Based in Victoria, BC, Canada, StepForth is
the result of the consolidation of BraveArt Website Management,
Promotion Experts, and Phoenix Creative Works, and has provided
professional search engine placement and management services since 1997.
Toll Free - 877-385-5526 Fax - 250-385-1198 |
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