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Pay Per Click
Campaigns
Pay per click campaigns can be a very effective way of providing
quick, targeted traffic to a site, and can be a cost effective
method of advertising since you only pay as much as you want, when
you want to.
Pay per click campaigns can be quickly and easily set up and your ad
can be viewed the same day. Google Adwords and Overture are the most
popular pay per click ad campaigns and MSN are about to launch their
own with MSN adCenter.
Before setting up the campaign, you will need to have a set of
keywords, since these are what drives pay per click campaigns. Think
about what words potential visitors will use to find your site. Use
keyword finding tools such as Word Tracker if it will help you.
Within your advertising account, each keyword will be individually
listed and a cost per click, or bid, is placed on each one. The more
common the keyword, the higher the bid will need to be, and may
stretch as far as a few dollars. The lowest bid may only be a cent
or two if it is an uncommon word. You can set a budget for your
advertising, which may be particularly useful if you need high bids
on some of your keywords, to prevent the cost spiraling.
When someone types your keywords into a search engine, your ad could
be shown in the results which stand out from the ordinary listings.
It might also be shown on affiliate sites of the program. Whichever
end of the scale it is, the higher you go above the minimum bid
required, the higher your ad should appear.
As the name suggests, pay per click campaigns only require you to
pay for successful advertising – if someone clicks on your ad after
finding it through one of your keywords being entered into a search,
then you pay for that click, according to what your bid was on that
keyword at the time.
Pay per click campaigns should not be static. Bid requirements
change daily as advertisers budgets expire or campaigns are changed.
You will need to keep up with this within your own campaign, since
if a keyword becomes popular, you may find the bid you had on it is
no longer high enough to keep it appearing in searches. Using pay
per click campaigns will keep you on your toes, but are a useful and
easy method of advertising
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