Andrew
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Joined: 02 Nov 2003
Location: Texas
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| Pay-Per-Click Advertising for Targeted Traffic |
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What is pay-per-click advertising?
In contrast to forms of advertising in which you pay for a set time-period of advertising, or for a set number of exposures (whether anybody clicks or not), pay-per-click (PPC) is a system of advertising in which you only pay when a surfer actually clicks on your ad and visits your site.
How does it work?
You bid on keywords and key phrases that apply to your website, for example "gadgets" or "brandname widgets". The more you bid, the more your ad will be displayed. The going rate is determined by the price that your competitors (if any) are willing to pay for advertising on each keyword or phrase. Popular and lucrative terms may cost several dollars, however many terms may be available for as little as a penny, depending upon which PPC system you participate in. In addition to your bids, you can usually define a budget, whereby clicks are limited by day or month, so that you don't spend more than you can want to. Finally, you must also define an ad for your site, for PPC, these are virtually always text ads. You'll define your ad Title, a short description and the link by which visitors will be directed to the appropriate page on your website.
How do I join, and where will my ad be seen?
Where your ad is seen will depend upon which PPC networks you participate in. For example the two largest PPC networks are Google's AdWords and Overture. Overture ads appear as sponsored ads when users perform searches on your keywords on Yahoo, MSN, AltaVista, CNN, InfoSpace and other sites in their partner network. AdWord ads appear on Google, AOL, Ask Jeeves, Netscape, Excite and others. If you want, your ad may also appear on regular sites that participate in content-matching for a given PPC network. There are other PPC networks to consider as well, as some of the smaller networks provide cheaper bidding markets, for example FindWhat and Kanoodle.
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