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Last Updated on September 23, 2021

Pay-per-click Advertising

Pay-per-click advertising is one of the major components of a successful Internet marketing campaign. Whilst search engine optimisation remains the best way to generate traffic, SEO techniques can take a long time to start showing results. During this time, you need to find a way to generate more traffic and keep the interest in your site high. One of the best ways to do this is through Pay-per-click, or PPC. A good PPC campaign will fill the gap between your web launch and your search engine optimisation campaign taking effect. Here are some of the basics of PPC, and how they can help you make money from your web site.

What is Pay-per-click advertising?

Pay-per-click advertising, or PPC, is where a search engine allows you to bid for a place in search results. Most of the major search engines such as Google, MSN and Yahoo add to their search results by sponsor adverts. These are the ads at the top and side when you do a search in Google. You can buy these link placements in order to improve your exposure on search engines.

How does PPC work?

PPC is quite simple, and basically involves you bidding on a placement in the search results for particular keywords. Instead of using SEO to put you high in the listings, you get the same results by paying for the position. This is a great way to get high in search engines quickly, especially if you are waiting for your SEO techniques to bear fruit.

Getting started

In order to begin using Pay-per-click advertising, you need to an open an account with a PPC provider. You two biggest around are Google AdWords and Overture. You register with a provider, giving you personal details and a credit card number. Next, you create a number of ads with the design and text you want displayed in your search engine listing. The title you use should incorporate the keyword you are looking to promote. Finally, you bid on the placement you want in the search rankings.

Bidding for a placement

Although bidding for a placement is fairly straightforward, you need to make sure you get a good position for the money. You never really want to be below 10th position, and ideally you need to be in the top 3 search results to get really noticed. However, this is no good if the amount you pay per click is more than your profit from customers. For example, if you pay $.80 per click for a listing and only get 1 visitor out of 100 to buy your product from which you make a $10 profit, then you will lose $70 per sale. Basically, you need to make sure that the price you are paying will be less than the extra revenue generated.

Using PPC carefully

Whilst PPC can be a great way to generate extra revenue and traffic to your site by getting your web site good exposure, you need to use it carefully. Making a profit from Pay-per-click advertising can be hard, and unless you have reoccurring revenue and other methods of Internet marketing, getting the most out of PPC will be hard. However, with the right guidance and strategy you can make PPC advertising work for you.

What is Pay Per Click and Does It Really Work?