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Pay Per Click Marketing

Definition
Pay-Per-Click marketing (PPC) is a unique form of advertising that allows you to purchase top placement on the search engines for specific keyword searches, at a “per click” price. Depending upon the industry, bidding for certain keywords can be very competitive. To maintain top placement you must be the high bidder, which requires a maintenance program designed to track and monitor bid placement and cost-per-click.

PPC Overview

Why do PPC if my Site is Already at the Top?

At SEO WEB RESULTS, we strongly recommend a search engine marketing strategy that incorporates both PPC advertising and natural search engine listings. If you get plenty of free traffic there's no need to go the paid route, right? WRONG. Look what happened when Google changed its algorithm rankings in November 2003 and January 2004? Thousands of web sites that had enjoyed top rankings for extended time periods literally disappeared overnight and right before the Christmas holiday season. The lesson learned by the online marketing industry is that it's no longer safe for business owners to rely exclusively on natural search engine listings to establish online visibility.  To ensure that your site remains visible regardless of major changes that may be implemented in the future, the right PPC program will maintain your top rankings and keep driving traffic to your site.

Why Have SEO WEB RESULTS Manage Your Pay-Per-Click Campaign?

• Our team of experts has over 6 years of experience in using the search engines to generate high levels of targeted traffic and sales
• We offer pay-per-click management services for Google Ad Words, Yahoo Site Match, Overture, Mamma, Kanoodle, BlowSearch, LookSmart, DealTime, Business.com, FindWhat, and many others.
• We take a very scientific approach to managing pay-per-click campaigns
     • Our regimented process includes significant keyword research
     • Optimized copy writing and deep linking
     • Frequent analysis, maintenance, and bid management by expert human beings, not
       out-of-the-box software
     • ROI tracking software that tells us exactly how much you can afford to bid per keyword based on past sales conversions (taking the guess work out of campaign management)
• We are very strategy driven
• We do not require any long-term commitment. Cancel our services any month you choose.

Overview of PPC

Overture.com (formerly GoTo.com), is the largest pay-per-click network on the Internet. They are a publicly traded company and generate over a billion dollars in revenue each year by syndicating pay-per-click ads to Yahoo.com, MSN.com, and other major search engines and content portals. When you submit your ads to Overture, Overture will then distribute your ads to other major engines. For example, if your bid-per-click for “acme widgets” is higher than all of your competitors' bids, you can count on your site being the number one sponsored listing when you go to Yahoo.com and search for “Acme Widgets.” If one of your competitors decides to outbid you, they will become number one, and you will drop down to number two.

In addition to Overture, there are other “venues” that you can submit your PPC ads to, such as the Google Ad Words program. Not only will your ads show on the extremely popular Google search result pages, they will also be shown on AOL.com, Earthlink, and other sites due to Google's syndication relationships. More venues exist as well, such as FindWhat.com, LookSmart.com and others that get you to a variety of other syndication partners.

An intricate network of pay-per-click venues and search engines exist. In order to keep your average per-click costs down, it is important to diversify your campaign and spread your market budget to a number of different venues. We understand all of the syndication relationships, and our experience and expertise will be put to work for you and your company.

Dynamics of PPC Marketing
It is likely that many of your competitors already use pay-per-click marketing to generate online sales and leads. In many cases, you will be bidding for the same exact terms that your competitors are bidding on. Your placement on the search engines for any given keyword is determined by the amount you are willing to bid-per-click. As a result, it is not uncommon for competitors to engage in “bidding wars.” In a bidding war, competitors frequently change their bids in reaction to the changing bids of their competitors. Bids are executed in real-time, and most of the time, your competitors will be bidding based on gut reactions. That is, of course, unless they have their campaign professionally managed by experts like SEO WEB RESULTS that use ROI tracking software to ensure that bids never exceed profitable levels.

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