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What are PPC search engines and
how do they stack up against the paid search engines?
|During the last Getting Started Training Course I discussed the use of banners. I talked about how to find and use them, and how to even create your own. Here, we will be talking about Pay-Per click (PPC) search engines.|
Following are some of the areas that I will cover:
1. What are PPC search engines and how do they stack up against the paid search engines?
2. How to find good Pay-per click search engines.
3. How to pick good keywords
4. How to bid
5. Misc. tips on bidding and ad ranking
By now if you've been around the Internet or even watched TV at all you probably know that the majority of traffic on the Internet will find your site by going through one of the major search engines. If you know this then you can direct your marketing towards these search engines. However, the reason I have shown you several other methods of advertising is because there are two major drawbacks with the traditional search engines that you need to know about.
First, it can take a long time for the search engines to actually spider your site, add it to their databases and then index it in their listings. I mean we're talking weeks to months sometimes.
Second, even if you are fortunate enough to get your site listed, it may be difficult and time consuming to design your site in such a way that it appears within the top 30 or so results, which is where you must be if you want to attract a decent level of traffic.
Fortunately for us there is an alternative to the traditional search engines that not only enables you to get your website listed within a matter of minutes in some cases, but also allows you (not the search engine) - to decide how high in the search results your site appears. This new kind of search engine is called a Pay-per click (PPC for short) search engine, and the best known and most successful of them is Overture.com (formerly GoTo.com).
1. You select the keywords you want your site listed under.
2. Write a suitable title and description for your site.
3. Decide how high in the listings you want to appear.
4. Make a bid that will secure that position in the results.
Pay per click search engines work on a very straightforward system:
That's all there is to it! After your site has been added, every time someone searches for the keywords you chose, your site will appear in the position you bid for that term. The only exception would occur if someone else made a higher bid and knocked you down the listings.
When a surfer decides to click on your listing to visit your site, the amount you bid on that keyword is deducted from your account. If they don't click on it, it doesn't cost you a thing. This way you only get people that are interested in what you are offering coming to your site.
The keys to success with a pay per click search engine are to bid for the right keywords at the right price, and then write a title and description for your site that will target your audience and entice them to click on the link and visit your site.
There are basically two primary means of achieving a prominent placement on major search engines: 1) pay for it, or 2) use various search engine optimization techniques to "go to the head of your class." In other words, paid placement vs. non-paid placement.
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PPC search engines
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