PPC can be an excellent method for getting visitor traffic to your web site but it can also cost you a lot of money. You need to be extremely careful and monitor your cost of using PPC versus revenue generated. As old saying goes, do math. Calculate your return on investment (ROI) on a continuous basis to determine if you are making a profit on your PPC campaign.

As an example, assume your bid for a particular keyword is $0.10 and product you sell has a profit margin of $15 after product costs (excluding PPC costs). If your conversion rate (the number of visitors that buy your product) is 1.0%, only 1 of your visitors will buy your product out of 100 visitors. Your net profit for every 100 visitors from your PPC campaign will be $5 ($15 profit margin less $10 for PPC).

It is a good idea to experiment with different PPC search engines to find one that works best for you. In addition, you need to spend necessary time and effort to select keyword or keyword phrase that has a profitable conversion rate for your specific web page. A higher conversion rate implies more profits to you.

Try to avoid senseless bidding war with your competitors. Seriously evaluate whether having number one placement position is worth PPC price you pay. What about position numbers two, three and so on. Will you get enough clicks in one of those positions to make your PPC campaign a success? Do not automatically assume that you have to be in position number one to make a lot of money using PPC. It all comes down to experimenting and testing.

There is no such thing as perfect PPC campaign. Evaluate performance of your PPC campaigns on a continuous basis. Are you leaving money on table by not adjusting your PPC bid to a lower level? Should you increase bid price to get more traffic? Is your conversion rate changing? What are your competitors doing? Should you be considering different keywords in your campaign? PPC advertising is a great way to get traffic but at a definite price. PPC requires a thorough knowledge of PPC search engines that you use and constant monitoring and evaluation of your campaigns.

=================================== Copyright (C) 2004 F. Terrence Markle – All Rights Reserved Get my F.R.E.E multi-part series on generating targeted and quality traffic to your web site. http://www.QuikSystems.com/WST/TrafficSeries.htm Get my F.R.E.E newsletter on building your own targeted mailing list: http://www.QuikSystems.com/EzineSub.htm ===================================

Search engines find out about your web site through your submission to search engine or through a link to your site from another web site that has already been indexed. The search engine uses a spider (i.e., a computer program) to index (i.e., classify and include in search engine database) your individual web site pages. The spider is often referred to as a crawler. These spiders follow links from one site to another site and create an index of information for inclusion in search engine database on each web page they visit. The spider is more likely to index a static HTML web page higher than one generated dynamically.

You can make your web page more search engine friendly by reducing or eliminating any flash animation or graphics in your home page. Design each page of your web site so that keyword or keyword phrase information being searched for by your visitors can be easily found. You need to convey central message or theme of your web page to your visitors.

In addition, your web site should have a site map. A site map displays a visual model of pages within your web site. It enables your visitors to navigate through your web site that has more than one page. Each listing in your site map should be an active link to enable your visitor to click on link and move directly to that specific section of your web site.

It will take a lot of concentrated work to achieve a top ranking in any of search engines. Rank is position in search engine results page that a web site appears when someone searches for a specific keyword or keyword phrase. The typical search engine results page has 10 positions for web sites returned as result of user's search.

=================================== Copyright (C) 2004 F. Terrence Markle – All Rights Reserved Get my F.R.E.E multi-part series on generating targeted and quality traffic to your web site. http://www.QuikSystems.com/WST/TrafficSeries.htm Get my F.R.E.E newsletter on building your own targeted mailing list: http://www.QuikSystems.com/EzineSub.htm ===================================