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Getting Started with Pay-Per-Click (PPC)

What's the heck is PPC?

Have you ever wondered how/why a particular web site (perhaps your competitor's web site) shows up in the top of the listings OR how do you get your listing onto the part of a search results page labeled Sponsored Links?

For a number of reasons you may want to consider using more than natural SEO to improve your online search visibility.  All of the search engines offer you the opportunity to bid on keywords or keyword phrases - you just have to select the appropriate keywords and/or keyword phrases and then pay to have your ad presented when searches occur.

Typically, the more popular the keyword/keyword-phrase is the more you will have to spend to get this premium placement.

Are there any concerns about PPC?

Some things to consider:

• your online advertising budget
• your ad may appear on a number of web sites other than a search engine results page - you need to consider branding effects (i.e. do your want to be associated with Web SPAM pages?)
• click fraud - click fraud occurs when some Internet user maliciously clicks on your ads (with no intention to use or without and real interest in your service or product.)  In some cases, 'bots' (automated programs) will be used to generate revenue on Web SPAM pages (i.e. the SPAMMER includes ads from the search engine.)
• timelines - scheduling your online ad campaign should be part of the equation, especially if your product or service has business peaks (i.e. summer travel, holidays, etc.)  And yes, during peak periods for your business type the ads may cost more...

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