Pay Per Click
An effective pay per click marketing campaign can provide your site
with almost instant visitors and needn't cost the earth - a Google
Adwords account can be set up for as little as $5. A pay per click
marketing campaign puts your ads in the enhanced listings on search
engine pages and on affiliate pages of the pay per click network.
The start of your pay per click marketing campaign should be
selecting the keywords which are going to sell your site. A site
well prepared should already have some which you have chosen before
submitting for the standard search engine listings. If not, a
keyword tool such as Word Tracker and a bit of research on your
competition will help you to find them.
These keywords are where the pay per click part comes in. Each time
your ad is displayed as a result of a search for one of your
keywords, you only pay if a click is made on your ad, not just for
The rate you pay per click depends on how popular the keyword is at
the time and how much you have bid to have your keyword placed above
anyone else's. Your pay per click marketing strategy is to analyze
your campaign account regularly. Look at how keywords are rated, how
many impressions they are getting and how many of those turn into
clicks. The minimum bid in order to have a keyword active for
searches should be displayed. You must then choose how far above
that minimum you are prepared to go in order to stand the best
chance of being the top ad for that keyword.
These rates can change daily, partly due to the fact that other
advertisers set budgets. If they have no budget left, their keyword
becomes inactive and bids decrease. Conversely, they raise their
budget, they raise their bid and you might need to bid higher. Other
factors may also change bidding rate, such as the time of year -
think run up to Easter or Christmas when more people are directing
these terms to searchers.
Successful pay per click marketing means keeping on top of all of
this in order to produce top listings for your ad each time. You can
choose to do this by yourself, or by utilizing one of many pay per
click marketing help programs or companies to take some of the
pressure of regular analysis off you.