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Pay Per Click
Advertising
Pay per click advertising is a great way to boost traffic to a site,
or help a new site gain some targeted listings. It is also highly
competitive and therefore can be quite costly to run a pay per click
advertising campaign.
Pay per click advertising can be found on major and smaller search
engines. Google runs Adwords. Yahoo! has Overture and MSN are coming
close behind developing the MSN adCenter. Many others can be found,
some for a more specific audience than others ˇV try entering ˇ§pay
per click advertisingˇ¨ into any search engine to see how many
options there are. It may also be that a program puts ads out on
affiliate sites.
The way it works is to carefully select a set of keywords for your
site which are used by prospective visitors searching for sites.
Each keyword is then given a cost per click, or bid, which is paid
each time the ad is clicked on after being shown as a result of that
keyword being searched. Generally speaking, the more common the
keyword and the bigger the search engine, the higher the cost per
click.
One thing to watch out for with pay per click advertising is click
fraud, where the less scrupulous of your competitors repeatedly
click on your ads in order to drive up the price of your bids to
attempt to push you out of the running. The way to recognize this is
to look for odd patterns of high clicks to your keywords over very
short periods of time.
Pay per click advertising can be a very cost effective method of
advertising ˇV you can control the budget and it is cheap in relation
to, say, taking out a magazine advertisement. Also, in its favor
against the magazine example, pay per click advertising will provide
you with a means of tracking and analyzing the success of your
advertising by means of various styles of reports. These reports can
help you to develop a more effective pay per click advertising
campaign and a lot more visitors than simple search engine listings.
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