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 use 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 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 you placements will still
be there. Now, of course in many cases you may be out bid in
overture and find your self 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 potentially months lost
after slipping, in some cases off the charts, into the dark
abyss of positioning into the thousands.
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 its important to remember that it
isn't always as simple as paying top dollar to dominate the
number one spot. Regular tweaking and maintenance will be
required.
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 according.
For AdWords you must constantly monitor the performance of your
keywords and ads. If the CTR of your keywords begin to slip then
your position will most likely drop, and its 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 it, 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 one 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!)
Before you get started with any PPC Campaign be sure to
understand the billing practices of the search engine before you
starting using it. 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 weather or not your
click through's have accumulated to that total. Looksmart bills
15 cents per click flat rate, and a minimum usage of Each Search
engine has different billing plans, and its 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 all
this, at first glance AdWords and Overture will seem extremely
overwhelming, but you will find the more you explore, the better
understanding you will develop. 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. You can read more of Scott's articles and
those of the StepForth team at http://news.stepforth.com or
contact us at http://www.stepforth.com/ Tel - 250-385-1190 Toll
Free - 877-385-5526 Fax - 250-385-1198
