Pay Per Click: Whats It All About?
No doubt you've heard the phrase "pay per click" before. This refers to
any type of advertising where you only pay per click-through.
Traditional Web advertising, such as banner ads, charged advertisers based
how many people SAW your ad. But with pay-per-click deals, you only pay
for how many people actually CLICK on your ad (to get to your offer page
or Web site).
This is great because essentially you only pay for RESULTS.
THE PAY-PER-CLICK SEARCH PHENOMENON
One of the most popular places pay-per-click has become a phenomenon is
within search engines and Web directories. For example, let's use one of
my own listings.
Go to http://www.yahoo.com/ right now and search for "ezine publishing."
On the search results page, you'll see at the VERY top a section called
"Sponsor Listings."
Guess who is listed up here? Yours truly! In fact, at the time I wrote
this article, my book site - http://www.ezinequeen.com/tutorial/index.htm
- is listed at number one.
Underneath the sponsor listings is the section called "Web Matches," which
shows the regular search engine listings that are submitted and indexed
the traditional way.
If you do searches for "ezine publishing" on Lycos, AltaVista, and CNET,
you'll also see me in the top "Sponsor Listings."
How did I achieve this? Did I pay some search-engine-optimization guru
thousands of dollars to tweak my Web site in the favor of all these search
engines' algorithms?
No way! I'm on a small business budget, just like you. I achieved these
listings myself, and you can too. In fact, it's ridiculously easy.
I simply opened an account with Overture and bid on the phrase "ezine
publishing." Overture (http://www.overture.com) provides the "sponsor"
listings at all of these sites.
Now, don't let the word "bid" scare you - it's actually a simple process.
Once you have an Overture account, you can go in and see exactly who is
bidding on the keywords you want, how much they are bidding, and how many
clicks these keywords get each week. Then you can choose an appropriate
amount to bid and estimate your budget. Some popular keywords go for
several dollars, while others go for as little as 5 cents.
AIM TO LAND ONE OF THE TOP THREE SPOTS
Your goal should be to land one of the *top three* spots for your keywords
at Overture, because most of the affiliate sites (such as Yahoo) ONLY show
Overture's top three listings at the top of the page in that "sponsor"
section, which people see FIRST. If you're number four or five in
Overture, you may show up at the bottom of the search page, if at all.
Right now Overture has contracts with Yahoo, MSN, Netscape, Lycos,
AltaVista, CNET, and more search sites, and they claim their listings
reach more than *80 percent* of all U.S. Internet users!
EASY TO SET UP, QUICK RESULTS
I'm the first to admit that while I'm "The E-zine Queen," I'm NOT a
technical person. I do none of my own Web design, programming, or computer
maintenance, and I'm apt to throw money at anyone who can help me avoid
technical tasks! But I found Overture easy to figure out.
It only takes them a few days to approve and post your listings. This
means if you sign up today, your site can be listed for the keywords you
choose by next week. And that means more TARGETED TRAFFIC to your site by
next week!
THERE ARE OTHERS TOO
There are a few other popular pay-per-click services out there. Google
AdWords Select (https://adwords.google.com/select) is one of them. Their
service works very similarly to Overture, although your listings appear a
bit differently - in little boxes alongside of the regular search
listings. And your position is determined not only by your bid, but by
your ad's popularity (number of clicks).
The only drawback I found with Google's service is that they absolutely
will not accept any listing for a site that features a pop-up window. Even
if the pop-up features content that is completely related to the site,
such as for a newsletter. I hemmed and hawed to their editorial staff ...
and got nowhere.
GIVE THEM A TRY!
So be sure to give pay-per-clicks a try. You only pay when someone clicks
on your ad, so why not see what type of results you get?
It's important to remember that pay-per-clicks are just one tactic in your
bag of online marketing tricks. Don't rely on them for all of your Web
site traffic. You should still put effort into achieving regular search
engine listings and gaining online exposure in other ways.
As your mother likely told you, don't put all your eggs in one basket! ; )
(c) 2000-2003 Alexandria K. Brown.
ABOUT THE AUTHOR
Alexandria K. Brown, "The E-zine Queen," is author of the award-winning
manual, "Boost Business With Your Own E-zine." To learn more about her
book and sign up for more FREE tips like these, visit her site at
http://EzineQueenTutorial.com/
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