Pay Per Click Search Engines
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By Adel Awwad
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| before promoting
one's site through a pay per click
(ppc) search engine, it is very
important to take into account
a few important points. Paying
attention to the following points
will not only increase one's conversion
rate, but it will also minimize
the advertiser's chances of losing
one's funds as a result of fraudulent
clicking. Title and description
When choosing the title and description
for one's advertisement, one should
take special care to include factual,
attention grabbing information
about one's service or product.
For example, if one is promoting
an online casino directory, then
one may consider using a factual
title such as "Online Casinos"
as opposed to the title "Gambling"
which is too broad and general.
An example of a factual and attention
grabbing description might be
"Receive $1000+ in free casino
bonuses" as opposed to a plain
description such as "Directory
of Internet casinos". Which title
and description would you be more
likely to click on? (A) "Online
Casinos: Directory of Internet
casinos" or (B) "Online Casinos:
Receive $1000+ in free casino
bonuses"? Keywords Choose relevant
keywords that accurately describe
the service or product that you
are promoting. Given sufficient
time and resources, one can literally
produce thousands of related keywords
for any subject. However, using
a massive list of keywords is
not advised because in most cases
only a small fraction of these
keywords are relevant while the
vast majority of the keywords
are not, and would merely serve
to drain the advertiser's funds.
For example, whereas the following
keywords may accurately describe
an online casino directory; "online
casino, online casinos, online
casino directory", other keywords
such as "gambling, poker chips,
Las Vegas" are too general, too
vague and in most cases irrelevant
to the subject of interest. Search
Results Positions The first set
of positions in search engine
results will usually attract the
most amount of traffic. Although
this is advantageous for person's
whose results appear in the first
set of search results in google,
yahoo, msn and other free search
engines, it may not be the case
for persons whose search results
appear in the top positions of
ppc search engine results. Most
ppc search engines have affiliate
programs which offer webmasters
incentives to promote them, and
the more people an affiliate webmaster
can get to click on the paid listings,
the more money he/she earns. While
many ppc search engines have anti-fraud
systems in place to minimize the
risk of an advertiser losing his/her
funds as a result of fraudulent
clicking, some ppc search engines
may not. For this reason, it is
not always advisable to bid for
the top 3 search result positions
of a ppc search engine unless
the ppc search engine has a very
effective anti-fraud system to
protect the advertiser from fraudulent
activity. Investigating the PPC
search engine Before opening an
account with any ppc search engine,
it is advisable to read as many
reviews about the search engine
as possible. Most especially,
read about the experiences of
persons who have used it before.
Does it have good customer service?
What anti-fraud measures does
it utilize? What is it's Alexa.com
rank? Who else is advertising
on it? Are there any super affiliates
advertising on it? How do the
bid amounts of the ppc search
engine compare to the bid amounts
of other ppc search engnes? These
will usually give you an idea
of whether to use it or not. Tracking
Sales Depending on the product
or service being promoted, there
are several ways to track the
results of an advertising campaign.
If you are the owner of a particular
site which has it's own affiliate
program, then you may wish to
consider setting up a unique affiliate
account for every ppc search engine
that you decide to use. For example,
you may set up an affiliate account
for ppc search engine xyz and
call the affiliate account xyz.
Then you can track the effectiveness
of search engine xyz by monitoring
the profitability of affiliate
account xyz. Some affiliate programs
allow advertisers to set up unique
advertising campaigns with unique
linking codes, landing pages,
etc. These are also ideal for
tracking the profitability of
ppc search engines. Monitoring
Traffic One means of tracking
the traffic received from ppc
search engines would be to allocate
a unique entry point for each
ppc search engine and to monitor
the statistics of that entry point.
Another means of tracking the
traffic received from ppc search
engines would be to add the tag
?Name-of-PPC-search-Engine at
the end of the url being promoted
on the ppc search engine. This
would serve to inform the advertiser
as to which ppc search engine
sent a particular visitor. The
best way to monitor the traffic
received from a PPC search engine
is to add an indepth statistical
tracker to a website in order
to monitor exactly where the traffic
is coming from. It is very important
to keep a close eye on where your
traffic is coming from because
if there is any fraudulent activity
going on, you'd want to stop it
before your advertising funds
expire. For example, if a ppc
search engine affiliate has posted
a link back to your service/product
with misleading words in order
to encourage his visitors to click
on your listing, then you'd want
to know about it before your advertising
funds are exhausted due to fraudulent
clicking. Monitor Bids It is very
important to monitor the bids
for the keywords chosen on a regular
basis. Bid amounts constantly
change as advertising accounts
drop out and new advertising accounts
open, etc. For example, if you
are paying $0.26 per click to
be in the third position of the
search results for a particular
keyword, but position number four
is only bidding $0.05 per click,
then you are wasting $0.20 per
click because you would only need
to bid $0.06 per click to be in
the third position of the search
results. This article is the property
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Article Source: http://EzineArticles.com/?expert=Adel_Awwad
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