What Is Ppc - Pay Per Click Programs
Because large PPC systems generally feed a variety of sites, when you buy ads through a system such as Google or Yahoo! Search Marketing Solutions, your ads may end up on many different search sites. But you may also have your ads distributed elsewhere, like on the pages of thousands of different web sites, thanks to the Google AdSense distribution program.
PPC advertising has a number of advantages:
- It’s very quick. You can start getting results from the search engines in a day or two (in theory, a few hours, but in most cases it takes a little longer to get everything sorted out).
- It’s reliable. Using PPC to get traffic to your site is very reliable. You can generate a lot of traffic, and always appear for appropriate searches in the major search engines
- It’s easy to measure. You can see just how much traffic you’re getting, and even figure out how much of the traffic turns into business.
There are many PPC systems, but only three big ones:
- Google AdWords Perhaps the best-known PPC system is Google AdWords (adwords.google.com). Since Google is the single most important search engine, this system displays many millions of PPC ads every day.
- Yahoo! Search Marketing Solutions This system is also huge, and displays many millions of ads each day (www.overture.com/). Overture was the original PPC search-engine company.
- MSN adCenter MSN, Microsoft’s online service, actually gets its PPC ads from Yahoo! at present. However, it’s in the process of building its own PPC system.
Another systems include services such as FindWhat (www.findwhat.com/), LookSmart (www.looksmark.com/), Enhance (www.enhance.com/), ePilot (www.epilot.com/), Espotting (www.espotting.com/), and Kanoodle (www.kanoodle.com/).
The basic process of using Pay Per Click is pretty simple.
- 1. Decide to which pages you want to direct traffic from your ads. You can bring traffic to any page you wish, not just the home page.
- 2. Register with a PPC system—you’ll provide a credit card to be used to pay for the ads— and load the account with some money to begin with.
- 3. Write one or more PPC ads (carefully follow the system’s ad guidelines, or the ad won’t be placed).
- 4. Associate keywords with your ad—that is, decide which keywords will “trigger” your ads to appear.
- 5. Place a bid on each keyword for each ad—in other words, tell the PPC system how much you are willing to pay every time someone clicks your ad.
- 6. Turn on the ad campaign and wait for the traffic to appear.
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