According to Internet research firm Jupiter Media
Metrix search engines are faring well in the current
soft online advertising market because they are among the
few that have successfully aligned the needs of both consumers
and marketers. Paid search placement models
are succeeding because consumers are finding relevant listings
much faster on paid search engines, while advertisers are
only paying for qualified lead traffic on a per-click basis.
This makes paid search engine listings a win-win situation.
Pay-per-click search engines are much like auctions - they
allow you to bid for top-ranking positions under keywords
of your choice. For each visitor who searches the keyword(s)
you rank under and then clicks through to your website,
you pay whatever you bid. Prices range from 5 cents to many
dollars per click-through for popular keywords.
There are three key advantages to bidding on keywords
in the pay-per-click search engines:
- You only pay for advertising that works because you
only pay when someone actually clicks through to your
web site. This means that, managed well, pay-per-click
search engines can be a cheap way to draw targeted traffic
to your web site.
- Pay-per-click search engines will list your site almost
immediately (times range from a few hours to a few days
depending on the PPC engine). So rather than waiting weeks
or months for your web site to be listed as with free
inclusion search engines, you can start profiting from
the increased traffic and sales almost immediately.
- By outbidding other competing sites you'll rank Number
1 in most PPC search engines (Google Adwords Select have
a relevancy factor built in that ensures the most relevant
ads bidding appear highest). Typically click through rates
on PPC listings are not as high as those for ‘pure’
search results (after all people know they are a paid
listing). Despite this PPC is a great way to get high
visibility quickly in key search engines and you only
pay on click-throughs.
The thing to watch is that PPC requires active
management or you can burn through a lot of
money very quickly. In addition, Overture and Google have
strict editorial and relevancy policies which must be conformed
to. This can be both time consuming and complicated which
is why it is generally outsourced. PPC
is incredibly effective, reliable and cost-efficient compared
to other advertising.
Many
companies use PPC very successfully to acquire new customers
for under $1 per customer acquisition. That's tremendous
value, and that's why PPC is so worthwhile.
To
find out more about how our Pay Per Click Management
Service could generate additional highly targeted
traffic to your web site please Click
Here.
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