What is Pay-Per-Click?Written by F. Terrence Markle
Pay-Per-Click Copyright (C) 2004 F. Terrence Markle Pay-per-click (PPC) advertising is when an advertiser pays for each qualified click that sends a search engine user (i.e., visitor) to advertiser’s web page. PPC requires advertiser to bid on key words or key word phrases chosen by advertiser. There are many PPC advertising services available to choose from. Google AdWords and Overture are probably two most popular in use today. The PPC search engine allows you to buy a top position in search engine results for particular keyword or phrase you choose. The PPC search engines can deliver targeted and qualified visitors to your web page at an economical advertising cost if you manage program carefully with a clear objective. PPC provides advertiser with assurance that their ad is being delivered to targeted audience. PPC advertising uses a bidding process where highest bidder or highest activity value, depending on search engine, for a particular keyword or phrase will receive top placement on search engine results page. The PPC search engine will place your ad text in a special location on results page when a user searches on your PPC keyword or phrase search term. As an example, Google AdWords appear on right side of search results page while organic (i.e., natural) search results appear on left side of page. In case of Yahoo! Search, sponsored ads appear on both left and right side of search results page. The top 2-3 sponsored ads appear in top positions on left side above natural search results and next 3 sponsored ads appear at bottom of left side and on right side of search results page along with other sponsored ads. PPC advertising is a good way to obtain web page visitors when you don’t have a top ranking web page to get you necessary natural search engine placement. Statistics show that over 80% of search engine users prefer natural search results as opposed to sponsored ads. Nevertheless, search engines deliver a huge amount of visitor traffic to sponsored advertisers especially in competitive keyword markets. The typical PPC advertising campaign is based on bid per click. For example, you bid $0.10 for a particular keyword or phrase that is accepted by search engine. Whenever a search engine user clicks on your sponsored ad then you are charged $0.10 by search engine. This amount is deducted from your account funds. Your placement in search engine results page depends on search engine. For Google, placement is determined by your bid price and ad’s click-through activity. For Yahoo, placement is determined by your bid relative to other bids.
| | What is Search Engine Optimization?Written by F. Terrence Markle
Search Engine Optimization (SEO)Copyright (C) 2004 F. Terrence Markle It is no secret that search engines are number one traffic generating method for driving visitors to different web sites. Search engines are very useful in helping people find relevant information they seek on Internet. The major search engines develop and maintain their own gigantic database of web sites that can be searched by a user typing in a keyword or keyword phrase in search box. Search engine optimization (SEO) is process of studying search engines in an effort to determine how to get your web site to rank high on user searches. Depending on statistical information reviewed, search engines account for over 80% of visitor traffic to web sites. Within search engine category, Google accounts for most of search engine traffic. The other top search engines include but are not limited to: Yahoo, AOL Search, Overture, AllTheWeb, MSN Search, WiseNut, HotBot, Teoma, and Ask Jeeves. You can register your web site with various search engines but it is a demanding process and takes time. Visitor traffic from search engines can be obtained through organic (natural) or pay-per-click (PPC) search results. The non-paid organic search results are list of web sites (generally 10 per page) returned when a user searches on a specific keyword or keyword phrase. Keyword is word or phrase that is typed into search engine's search box. The PPC items are paid advertisements for a specific keyword or keyword phrase and listed on same page as organic search results. You are telling search engines what your web site is about when you employ SEO tactics. Search engine optimization involves layout of your web page so that it is very easy to navigate and read. In addition, you must skillfully place your keywords in your web page in a manner that conveys information that is being searched for by your visitor. The keywords should be placed in Title tag, Meta Description tag and at beginning of Body tag sections. Search engines look for relevant and original content in your web page that is relative to your site’s keyword theme.
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