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Pay Per Click FAQ's

What is Pay Per Click

Pay Per Click is when a company or individual purchases advertising through one or more of the major search engines. The advertising is usually in the form of either small advertisements on webpages ( via Google AdSense ) or as "sponsored links" usually located at the top and in the right column of a search engine's results page.

How does Pay Per Click work

Pay Per Click advertising is a pretty simple process however if you do not properly manage your pay per click advertising campaign it can quickly become a very costly endeavour. The first thing you need to do when you are considering Pay Per Click Advertising is to decide on which search engine or search engines you want to advertise on. Google and Yahoo are the largest search engines so they would be a good place to start. If you have the budget, it's also not a bad idea to look into AOL and MSN. Once you have decided on where you want to advertise it's time to setup an account with that particular search engine. For the most part each search engine has it's own advertising division. Their are however exceptions to the rule like in the case of Ask.com. Ask.com's pay per click advertising is controlled by the same company that controls Lycos and Hotbot.

Now that you are signed up with a search engine it is now time to start purchasing your keywords. Before you start bidding on keywords that you want people to find you under, you should first do a little reasearch and find out what keywords are actually the most looked up keywords. In many cases the keywords you think are looked up the most are in fact not. A good tool to use is the "Keyword Suggestion Tool" located at digitalpoint.com .

Each individual search engine's advertising plan works a bit differently so for this example I am going to concentrate on Google. Google has two different pay per click advertising plans to choose from. The first is Google Adwords. Adwords is the process in which you purchase your keywords and they show up on Google's search results page as sponsored links. Each time someone clicks on your link, the value of that click is deducted from your account until your account gets to $0.

The second form of Pay Per Click Advertising Google offers is AdSense. Adsense is a bit more creative than Adwords in that is places actual text advertisements on participating websites that contain relevant content. Just like Adwords you are paying for clicks. Unlike Adwords, AdSense has a hidden benefit. By advertising through AdSense you not only increase your traffic, but you also provide incoming text links to your website. Whether or not search engines know these text links are AdSense links is not known by me at this time. What I do know is that if you look at the "Referring Sites" section of your website's statistics, you will see all the different sites your AdSense text links were located on.

The amount of money each click is worth depends on the keywords you choose. The more competitive the keyword the more expensive it will be. For a list of the major search engine pay per click advertising companies you can use the links provided for you below or located on the right column of this page. If you have any question about Pay Per Click Advertising or would like WebDuck Designs to manage your pay per click advertising campaign for you then feel free to contact us anytime or visit our Pay Per Click pricing page.

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Pay Per Click Companies:

Pay Per Click Pros

Their are many advantages associated with using Pay Per Click advertising to market your website or business. The following is a list of such advantages.

  • Pay Per Click Advertising is signifigantly cheaper than any other form or advertising media. A single month's advertisement in a large newspaper or magazine can equal the budget for an entire year of Pay Per Click Advertising.
  • Pay Per Click Advertising targets your target audiance. Since you choose the keywords every penny you spend on a pay per click advertising campaign is money well spent.
  • With Pay Per Click Advertising you can choose your budget and not have to worry about going over each month. All you have to do is setup your account with whatever you want your advertising budget for the month to be and once it runs down to $0 you do not have to pay anymore until you add additional funds to your account.
  • Pay Per Click advertising is a great way to increase traffic to your website. By showing up on the first page of the search engine's rankings, you guarantee yourself a tremendous increase in web traffic.

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Pay Per Click Cons

Despite the fact that Pay Per Click Advertising is one of if not the single most cost effective form of advertising, their are some things you need to be aware of.

  • If you do not do the proper research, you may be paying for keywords that are not targeting the right audiance. Investing a little time in research is well worth the effort.
  • Don't just create an account and forget about it. Like any other advertising campaign you need to monitor the results and adjust your account accordingly. Thurough analysis of your account insures maximum results and more return on your dollar.
  • The biggest con would have to be the cost of each click. Let's face it everytime someone clicks their mouse it costs you money. This becomes very evident when people are clicking into your site just to look around and do a little research.

* WebDuck Designs has online marketing professionals ready to manage your Pay Per Click Advertising account today.

For more information about Pay Per Click Search Engine Advertising, visit our PPC Search Engine Marketing Guide or take an Online Marketing video tutorial & course at WebDuck University.

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