For the beginner, understanding PPC (Pay Per Click) services can be
utterly confusing. With so many search engines to choose from, and so many
options within each one: different billing schemes, different terminology, and
different techniques for ranking in the top spot, the learning curve is quite
substantial. So why would anyone go to the trouble?
For quite some time now Google has been the primary source for web
search. Nearly everyone who has ever use a computer has either used or at least
heard of Google. But as the Florida update has shown us, free placements in the
search engines are not as stable as we would like them to be. Sure after an
algorithm change we can go back to the drawing board figure out the newest line
of attack, re-optimize a site, and bring back that first page placement, but how
much traffic and sales are lost as a result of the down time?
When it comes to most PPC campaigns you can be sure of one thing: Your rankings
are stable. When you go to bed, you know that when you wake up the next morning
you placements will still be there. Now, of course in many cases you may be out
bid in overture and find your self slipping a couple of notches, but after a
quick adjustment to your maximum bid, you're back in contention. This is a far
cry from the potentially months lost after slipping, in some cases off the
charts, into the dark abyss of positioning into the thousands.
Google is not going away any time soon, so it is still very important to
optimize and try to get those top placements regardless of whether or not you
wish to pursue a PPC campaign. If you are ranking well on Google, in many cases
it is still well worth it to pursue PPC placements as well to get that extra
exposure. With a PPC campaign its important to remember that it isn't always as
simple as paying top dollar to dominate the number one spot. Regular tweaking
and maintenance will be required.
So what is involved in achieving top spot in a PPC campaign?
Google Adwords
Your Google AdWords Ad is given a ranking value by multiplying your maximum Cost
Per Click (CPC) with your current Click Through Rate (CTR) and ads are sorted
according.
For AdWords you must constantly monitor the performance of your keywords and
ads. If the CTR of your keywords begin to slip then your position will most
likely drop, and its time to either re-write your ads to draw attention, adjust
your max CPC, or a combination of both. What will work best, depends on a
variety of variables; your CTR, current CPC, how competitive your keyword phrase
it, and the wording in your competitors ads. Remember you want to stand out as
the obvious best choice.
Looksmart
Looksmart has a PPC Service that is somewhat different than AdWords and
Overture. With Looksmart you write your own title and ad text for your listing
and pay a set rate of 15 cents per click. The ranking order for listings is
"based solely on their relevance to a user's search as determined by
LookSmart's proprietary search algorithm. Payment does not influence the
appearance or rank of the listings in the Reviewed Web Sites section." -
Looksmart
If you choose to use Looksmart, it is essential for your website to be properly
optimized. The one main downside to Looksmart is that your payment of 15 cents
per click is just to get you listed, and does not guarantee any positioning.
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Articles by Scott Van Achte
About the Author:
Scott Van Achte is the PPC Manager for StepForth Search Engine Placement. Scott
has worked with StepForth Placement for
the past year since graduating from college and has thoroughly enjoyed working
in the search engine industry. When he's not punching away at the keyboard he
can be found spending quality time with his soon to be wife Lyndsay, or out on
the golf course. Scott would be happy to answer any questions, and can be
reached at
.