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Posted: 2006-01-13 / Author: Anton Cheranev
Pay Per Click Advertising: Does It Work?Pay per click advertising works through search engines that
have an agreement with a business. This business will place a
small ad on the results page for certain key terms. The listing
on the search engine page usually has a title, a short heading,
and a short promotional wording blurb. Depending on the search
engine, the advertiser may or may not get to control the text.
The advertiser pays nothing to appear on the results page
itself. He or she only pays a previously agreed upon amount to
the search engine when a visitor clicks on the ad itself.
Despite its popularity and its once record profit returns, pay
per click advertising has lost something in returns. It is
still, however, one of the best, fastest, and most effective
methods of advertising on the web. According to Google's record
profit posting recently, lots of people see these ads and click
on them. While it is true that pay per click advertising is
only worth it if the sale gets from click to close, those
businesses that do manage to close the sale have an excellent
deal in their hands with pay per click. This means that
customers are usually directed to their site for about five
cents each, depending on the price of the key word. Pay per
click advertising is even better than high search engine
rankings because the ads can go up in just a few minutes while
changing your web page content to improve your rankings, even
with the help of a search engine oriented text company, can
take weeks.
There are many different current companies that offer pay per
click advertising. Google's pay per click program is called
AdWords. Google estimates that over eighty percent of internet
users visit Google as a search engine. That results more
customers seeing the ads than most businesses ever thought
possible. Google allows you to create your own ads. They do,
however, have a service that will design your ad for you if you
choose. Yahoo is the other most popular pay per click program.
Yahoo's Overture works through partner sites like MSN and Alta
Vista. Through these many sites, they claim to allow you to
reach over ninety percent of internet users.
Choosing a company to sign up with can be difficult, but the
most difficult part of pay per click advertising will be the
planning and writing stages. To make the best pay per click ad
campaign, you have to bid on key word phrases that work best
for you, write the most effective ads, and have a strong,
quality page when they click on your ad. The price of some key
word phrases is extraordinarily high, so picking the right
phrases immediately is your best bet. If you know how to catch
the customer's attention and offer them a perfect presentation,
you will get the sale almost every time. If you don't, you will
lose some serious money with pay per click advertising.
Some people recommend using a search engine oriented
professional to design your pay per click advertising campaign.
However, the right campaign can be self-managed, with the right
skills. You need some understanding of consumer psychology,
excellent writing skills, and plenty of time to research what
will work for you. Before you get ready to start your pay per
click campaign, be sure to do some research into what is out
there with regard to your product or services. When you get
ready to write, you'll want to notice that the best campaigns
are legitimize by what their pages declare about them. Without
that legitimacy, your ad will not only fail, it may be removed
by your pay per click service. The search engine company you
choose to work with may be able to help you find the right key
words, but their suggestions can sometimes be ineffective. You
can find the best key words by using several services and
performing web research on a regular basis.
Pay per click advertising campaigns can be very effective if
your ad is well written and if your target site helps to
complete the sale with the customer. Without these elements,
pay per click advertising is simply a waste of your valuable
time and money. You would be better off with a traditional ad
campaign.
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