Ebook Sample Content Preview:
Pay per click is the process whereby a site pays for every click generated from its advert on a specialized page or a search engine results page.
This process works on the premise of selected keywords. The site selects its keywords and states the amount it is willing to pay, or bid, for every keyword. The highest bid for this keyword then earns the best placement in the sponsored links section of a search engine’s results page. If a viewer clicks the link to the site, the site owner then has to pay the search engine the amount it was willing to pay for the keyword. Thus the site only pays for a ‘clicked’ visit.
PPC is basically a new form of paid advertisement that is getting more and more exposure and popularity as site owners are not reluctant to pay to earn traffic.
However, the process doesn’t work just like that to ensure good results. Even landing a prime spot in the sponsored links section, people may simply scan over the ad and discard it.
The key then, is to have a very good ad copy to present for your link. Something that is intriguing and catchy and which covers what the viewer will find at your site is bound to work better than a general description of your site offerings.
Using varied keywords for better exposure is also another way of ensuring broader scope.
It pays to note that the ad should be linked to the specific product/content page it is advertising.
Another requisite of PPC is that links should constantly be checked to see if they work. Also, testing can allow the site owner to find which keywords are earning him the best placements and consequently focus his attention and money on those keywords.