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When you
look at Google's search results, you'll see two types, organic and PPC
or sponsored links. Organic results are generated through normal search
engine submissions and website optimisation. (optimization).
In order to get a high position in the sponsored results, you need to
place the highest bid for a specific keyword or set of keywords. When
someone clicks on your PPC listing, they will land on your web site.
Consequently you are charged the amount you bid. So, lets say you bid
$.25 per click on 'widgets', and it is the highest bid, you will be
first in the list. If 100 people have clicked on your PPC link, then
will be charged you $25.00 by Google or the relevant search engine unless
you have used a Pay Per Click service.
The theory being you only 'Pay Per Click' but, like an auction you should
not get carried away bidding because you will not get any real return
on your investment. (ROI). You'll need monitor the results with some
form of conversion measurement tools. So, you are paying only for the
traffic you receive but if it is all junk traffic you won't make money.
If you are achieving quality traffic and converting that traffic, your
PPC campaign is working. It is very fast too; you can achieve results
within minutes of opening your account. You can also tweak your campaign
almost immediately to adjust to market conditions. Generally PPC is
expensive for popular keywords but if you have found a niche area, the
top bid may be as low as $.10 and if your traffic is good quality traffic
with a sensible conversion rate. You have a successful formula.
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Pay Per
Click isn't for everyone, to many businesses it isn't cost effective
to rely solely on PPC campaigns. It's too expensive and by there
very nature, bid amounts will climb, some faster than others.
Although clicks are important, conversions are your priority.
To some, conversions mean cash, others it may be a sales enquiry
or a registration or download. At the time of writing, Google
and Overture provide conversion tracking; smaller search engines
don't have the facility. There are however conversion tracking
tools available such as Urchin and Go Toast.
If you don't want to invest in conversion tracking software and
the campaign is new with no history, you should be able to compare
your outgoings with your income.
Start by bidding on niche keywords. For instance 'Widgets' will
command a very high price but 'Widget Suppliers in Hertfordshire'
will be much cheaper or indeed a real bargain. It is also highly
likely that the latter will generate more business through better
conversions because it is more precise.
Once you have your key phrase, work on the all-important copy.
Whether the search engine will allow superlatives such as 'the
biggest' or 'the best', try to focus on more descriptive words
without repeating keywords.
The number one spot doesn't necessarily mean it will get all the
hits, a well written number three could easily get better results,
so don't pay for the top yet until you have tested this theory.
It will save you a lot of money. Also, if you pay for a number
three position in Google and it achieves a high number of click
through, Google may move it up a notch or two for nothing.
Google Vs Overture ? Let's say you have succeeded with a number
three position in Google, you'll also see it in AOL. If it is
in Overture, you'll see it in Yahoo too.
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