Pham Dinh Vien

The basis of the pay-per-click advertising system is the use of keywords and key phrases that are relevant for a domain, product or service promoted by a specific business. Each term has a certain bidding price that varies according the level of demand for the specific keyword. From this point of view the profitability rate can be higher or lower depending on the rest of the techniques used in association with this approach of pay per click search engine submission. The presence of a web site in the search engine is identified either directly by the search engine or through this submission process.

Pay per click search engine submission thus implies a combination of processes that touch on keywords selection, SEO and page ranking. Things are anything but simple in the context of technical necessities on which the presence on the electronic market depends. The pay per click advertising model is one option business owners have to promote a product or service, but it is surely not the only one available. Most experts recommend a careful marketing analysis of the most relevant and suitable options for the support of the promotional campaigns. Further on, in the context of the search engine development, search engine submission is no longer a must.

Ever since 2004, search engines have been developed to the extent of being able to identify new web sites a lot more quickly than ever before. With this new capability, the pay per click search engine submission ceased to be a necessity and remained an option that some web masters still use. However, many of the practices that were highly popular in the past have become obsolete or have received a ban. Under certain circumstances this could stand true for search engine submission as well, since the attempt to make a site more visible by such means is often considered a violation of the service protocol.

The sitemap method that stood at the basis of pay per click search engine submission was somehow invalidated by the introduction of the Google Sitemaps in 2005. This new facility allowed web developers to no longer submit sites but links that enabled search engines to detect the web pages more easily and without any other action necessity on the part of the site promoter. Since 2007, XML sitemaps have enjoyed massive support from Ask.com, MSN, Yahoo and Google being widely used for web page identification and display on search result pages.

Popularity: 18% [?]

The concept of Pay-Per-Click or PPC advertising defines a marketing promotion model that is in wide use with search engines and advertising networks. Advertisers pay the site that displays their ads only when one of these gets clicked on, which in fact explains the name of the concept as such. All business owners activating online have certain keywords or key-phrases that define and address a target market. When someone researches for one of these keywords, websites will display not only page content but relevant ads too. Another name for such forms of advertising is sponsored links or sponsored ads, and they are nearly everywhere on search engine result pages.

The largest network operators providing the PPC advertising background are Yahoo!Search Marketing, Google Adwords and Microsoft adCenter. The prices practiced by these service providers are similar in terms of packages, but high variations appear within each pattern under the pressure of a higher or lower level of demand for a certain key phrase. There are several ways of conducting PPC advertising campaigns and lots of businesses actually higher professional agencies to do this part of the Internet marketing promotion from A to Z. Thus, there are two types of campaigns with their specific categories: content match and sponsored match.

Thus PPC advertising focused on content match develops campaigns that use the business web site or other pages together with newsletters and e-mails to target more relevant visitors and thus generate profit. The sponsored match variant on the other hand involves only the ad display on the result pages in search engines. Thus, the advertiser makes profit when the click on the ads results in a transaction, while the displayer, whether website or search engine makes profit with every click on the ads regardless of whether they are profitable for the advertiser or not.

The problem with PPC advertising is that it represents a model that has often been subject to click fraud. This means that dishonest people often click on ads just to ruin the competition by increasing the pay-per-click total costs and thus make business unprofitable. The other situation is when the websiter displaying an ad orders the clicks on the ads to generate more money. Google and the other search engines have taken all sorts of measures against such abuses, and the main safety program consisted in the implementation of automated systems capable to detect fraudulent clicking. Yet, the system is not 100% safe and breaches do exist.

Popularity: 22% [?]

An Internet advertising model, the pay per lead pattern involves a payment form that works only on the basis of qualifying leads. This means that the advertiser is charged only for the leads generated at the web site that serves as the point of destination. In case a visitor searches the site but doesn’t sign up, there is no payment involved. By lead, we refer to the email address, the user’s name and the possible demographic data that the site visitors fills in. Depending on the form of lead, some may require only an email address while others will need extensive details for sign up purposes.

The only problem with the pay per lead model is that it has caused fraudulent actions in repeated cases. Malevolent competitors would go for creating false leads in order to cause money loss for a certain advertiser and thus lower the competition level. Fortunately, false leads are not that difficult to identify and those business owners that rely on the pay per lead system will regularly perform an audit of the results. For certain web developers, pay per lead programs are a source of income, because they pay a web site owner a certain commission for every created lead.

The alternative to pay per lead programs is the pay per sale pattern; while the former system pays you a small commission for every referral to a site promoting a product or service, the latter pays you for every person that makes a purchase as the result of the referral. Market studies tend to indicate that the pay per lead has been more successful and more rewarding in terms of profit. This explains the importance attributed by investors to all sorts of pay per lead marketing strategies. Hence, with the ads for pay-per-lead free offers that you display on the site, you do clients a service, and also generate a revenue.

Any web site owner who has an interest in using pay per lead programs in addition to the regular web page, newsletter or email should check the reviews on the programs that promote and rely on the pay-per-lead system. Reviews are important in the sense that they not only make choices possible, but also because they can warn users on more or less advantageous offers available for business development. As compared to the pay per click system, the pay per lead one could seem a lot more rewarding, yet, we should not ignore the fact that the advertising tools and principles are different for these two cases.

Popularity: 21% [?]

In recent years there has been a real competition between the tendency to use the services of a SEO company or those of a pay per click firm. The issue probably rises out of an inadequate understanding of how PPC advertising and SEO work. For instance, the means to appreciate the web performance of a site after the search engine optimization are pretty scarce although there are lots of tools that monitor how well the keywords do in researches. Hence, an inappropriate form of SEO could waste lots of time and resources as compared to a pay per click firm that is considered to bring a lot more benefits on the long run.

What can a pay per click firm do for a business? Well, the first and foremost purpose is to increase the level of relevant traffic. When trying to promote a new product or an innovative web project, ppc advertising becomes the indicator of the profitability level and provides the platform for future business development. The great benefit of a pay per click firm is that all the troublesome and burdening activities revolving around Internet marketing, get transferred to them. You will pay for the optimization of your ads to the extent where you make money at least 50% more than before.

Further on, a pay per click firm should be able to provide the right kind of services to take a business in the top of good search engine positions. However, traffic ranking no longer has the same relevancy as for search engine optimization when you optimize the web page content to be SEO friendly. What you should achieve after ppc ads optimization is targeted relevant traffic. If the keywords are not selected properly, then, you’ll get a high click-through rate but make a small profit. Why? Because your keywords may be too general and the visitors that click on the ads are most of the time not interested in performing a transaction.

A risk that web developers often run is the choice of the wrong pay per click firm. There are lots of frauds or businesses camouflaging illegal activities, and they can easily bear the name of a respectable activity. Before hiring any business to work for you, make sure that you know as much as possible about their activity. Ask for credentials, inquire into the techniques and strategies they use and always give the project the green light when you are fully satisfied with the answers you get. If you have the slightest shade of a doubt, move on to the next service provider.

Popularity: 22% [?]

Internet advertising and marketing strategies cannot be understood or designed without somehow referring to PPC ads. Google Adwords for instance is the most comprehensive advertising systems that relies on the pay-per-click (PPC) model, and although there is competition, no rival has so far managed to match the success of this giant. Ads just like web site content have to be well written and properly researched in order to target good traffic, and this cannot be achieved without professional search engine optimization. Thus, if only relevant buyers will click on the ads, then the bid rate will not seem that higher either.

What are the benefits of ppc ads? Google Adwords opens the gate to the largest number of Internet visitors, and statistics indicate that the majority of users spend their time surfing the world wide web on Google as compared to other search engines. A possible explanation is the fact that the search engine is available in so many languages which brings a further opportunity to advertise on foreign markets. The click-through rates practiced by Google Adwords are indeed around five times higher than the standard of other search engines, but with this price the advertiser pays for a huge market exposure.

PPC ads, Google Adwords campaigns, web page ranking and lots of other elements related to traffic relevance can be covered either individually or by turning to the services of specialized agencies that provide professional assistance. Despite the fact that people will aways want to keep the prices low and the budgets under control, statistics indicate that the costs of online advertising are a lot lower than for other forms of product or service promotion. To resume how the system works in just one line, it suffices to say that Google makes billions out of the ppc ads Google Adwords system, while the user generates a revenue by the sales resulting from the clicks.

However, with $30 per click for the most profitable of keywords, lots of marketers fail to succeed in this Internet jungle. PPC ads, Google Adwords campaigns and advertising strategies are more difficult to develop if you are a novice marketer with a limited budget. Statistics claim that only 50% of those who try working with Google Adwords really generate profit, while the rest lose their money and eventually return to try again. Thus, you can consider yourself lucky if you spend $1,000 on ppc ads and you make $1,300 sales. This means you are having a 30% profit margin, which is very good in terms of success rate.

Popularity: 23% [?]

Google Adwords is the most comprehensive pay per click program in the world at present; its main advantage is that it is backed by the giant search engine that supports advertising and makes profit out of it. The fees practiced by Google Adwords are definitely the highest on the market, being even a few dozens time higher than those available on other PPC search engines. The explanation for the expensiveness policy is the huge exposure that Google brings, reaching more than 80% of the entire Internet traffic. As for the steps to take for the initiation of Adwords campaigns, Google is offering tutorials meant to assist you in the process.

Adwords is advertised as user friendly and affordable, leaving the entire control in the hands of the advertiser or the web developer who wants to invest in online campaigns. With Adwords, you create the ads and you optimize them by means of the keywords and key phrases that are the most relevant for the product or service that you support. In the tutorial pages provided by Google, you’ll even come across keyword ideas and methods to choose the most advantageous keywords. It is good to know that there are softwares which can find the ideal key phrases and all sorts of tools used for the monitoring of the keywords and ads performance in Adwords campaigns.

The benefit of Adwords and the online advertising programs is that they actively involve the Internet searcher. Theoretically, only those people interested in a product or service will click on a specific ad, which means that they take action into that direction and don’t get randomly exposed to the advertising message. Adwords also helps you design a web page without any charge, however, it is good to know that this is a very smart strategy to attract customers, and the complexity of the process could be above the average user’s competence.

As for cost or budget control, you should know that there are ways to limit expenses with Adwords, meaning that there is a maximum amount you can set to spend per day. According to the service guidelines the recommended option here covers five dollars in daily expenses and no more than ten cents per click. Nevertheless, we ought to emphasize the fact that there are small businesses that cannot afford to pay these rates, although they seem apparently advantageous. The wisest thing to do is not to start on your own without having a clue about the underlying mechanisms of programs like Adwords and rather get some professional advice on how to initiate and handle you Adwords campaigns.

Popularity: 22% [?]

The advertising model relying on the pay-per-click system involves the selection of content relevant keywords that a site owner bids on and their display in ads on various other websites, in newsletters, emails or directly on search engine result pages. The keywords will direct an Internet surfer to your promoted product or service, and if the web visitor clicks on the ad, the website displaying it will receive a payment from the operating service. What the advertiser gains from the matter is the chance to make a transaction. Presently, lots of Internet marketing companies offer pay-per-click services to small and large businesses as a means of optimizing their profitability rate and keeping budget under control.

There are several benefits to hire a professional for covering a wide range of pay per click services, because an uninitiate in the secrets of Internet marketing will not be able to create competitive advertising campaigns. Thus, one first advantage is the cost-efficiency of the campaign that can be targeted and accountable. Then, the cost of the valuable leads and the opt-ins will be drastically reduced as well because an expert company will know what steps to take to make PPC work for your business even in the most serious of cases.

Other pay per click services aim at boosting up the targeted traffic and the return on investment rate within a determined period of time. A business user account will be constantly monitored online so that other adjustments can be made manually on the site if necessary. The advertising cost planning should thus include expert consultancy for the efficiency of the online business presence. The number and extent of the pay per click services that are covered by a certain agency could vary from case to case, and it is important to discuss all such details with the representatives before signing any contract.

Among other pay per click services worth mentioning here there is the keyword research that lies at the basis of any campaign. Moreover, a good service provider will also come up with a full analysis of the competitor key phrases so that you may know exactly what you are up against. Then, the optimization of existing campaigns and the management of the online advertising budget should also be covered by an expert team because only professional training makes campaign tracking analysis relevant and useful. Some pay per click services providers will even take up the account from scratch and manage everything to build a profitable representation of your business on the Internet.

Popularity: 22% [?]

Another advertising platform used by Google, AdSense is a program that allows the incorporation of text, video or image ads into website content. The great part about this system is that it generates revenue, often representing the main financing source of small autonomous websites. The advantages of the system are manifold, but from the perspective of the Internet surfer, the ads incorporated in the page content are more friendly and less intrusive than banners for instance. Moreover, the ads are always related to the website domain, and so far, rich in content websites have been very rewarding in terms of success rates.

Specific software is necessary for adding of the advertisements to the content, on the condition that this promotional material be relevant for the content of the sites. A brief script is implemented in the pages of the website afterwards and Google AdSense will run smoothly. The income generated with this advertising platform can be significantly increased if you take care of several aspects related to web promotion and traffic generation. There is a close connection between the Google AdSense an Adwords programs, thus advertisers use the latter to bid on the keywords and they pay for the clicks on the ads, while the same ad clicking generates money for the websites displaying ads with Google AdSense.

Google AdSense will bring more money to a site that is well optimized and managed to generate traffic. Fresh new content attracts most of the web surfers, because people are usually looking for information. This content can be used in such a way so as to encourage visitors to click on the ads. Although it is forbidden to post messages like – Click on My Ads – web masters find ways to make the sponsored links attractive to readers. When integrated in the web page content, such links or ads have 50% more chances of getting accessed.

Another innovative function empowered by Google AdSense is the search version of the program that is available to all the web sites that use the system. With Google AdSense, any website owner can include Google search boxes on the web pages so that the site visitor may be able to navigate online and search for useful information. Any advertising revenue resulting from such searches is shared by Google with the website owner. One more time we need to stress out that AdSense will only make payment possible if advertisements are clicked on during the respective searches.

Popularity: 21% [?]

Although it is considered unnecessary by some web masters, search engine submission is a common practice meant to make a web site more visible to search engines. Through search engine submission, a site is directly included in a search engine, yet, even without this measure, Google, MSN or Yahoo would still find the sites on the world wide web thanks to the spiders, bots and crawlers they use. Nevertheless most web site owners will not wait for the search engine to discover them or identify an update or new version of a page, and would rather become visible by performing this submission.

There are two basic procedures used for search engine submission, and the choice belongs to the web master for the matter. Thus, some will simply submit one web page only, usually the home one, after which the crawlers will identify the entire site. The other possibility is to submit the entire site by means of a site map. The only inconvenience with the former variant is that some sites may not be identified properly because of poor design. Therefore, make sure to contract a professional IT to design your site in order to insure a good visibility on search engines and thus a superior number of visitors and potential clients.

Search engine submission goes hand in hand with other page support techniques that make a site appear on the first page of a search engine. The popularity of pages is thus closely connected with search engine optimization, the keywords selection and the creation of the friendly links. Lots of variables are involved in achieving the web page ranking and bringing a site the quality traffic it needs to be profitable. Thus, interpretations of page value are very complex and so is the processes of creating them. Therefore, the site optimization that accompanies search engine submission is a constant process that requires permanent monitoring.

Presently, lots of Internet optimization experts claim that search engine submission is no longer necessary because of the extended features of search engines nowadays. Moreover, under certain circumstances, it is believed that the very submission could even violate some of the terms of service of the engines creating the premises for site banning from the service. And last but not least, beware what company you hire for search engine submission services, because some of the practices and alternate business models they may use could lead to problems for your submitted domain name.

Popularity: 19% [?]

The payperclick advertising model is one of the most modern forms of promoting a product or service outside of the standard traditional media. The name of PPC or pay-per-click comes from the concept that lies at the basis of the process: ads with relevant keywords are displayed on web sites, on search engine result pages or as an integrated part of web page content. Every time a web user clicks on an ad, the advertiser is charged, or in other words: he/she pays for the click. The best keywords included in such ads can rise up to $30 or even $50 per click, which is a huge price to pay if we consider regular advertising budgets.

Such keyword bids are usually practiced by Google Adwords that is by far the most expensive payperclick advertising program available on the world wide web. With lots of market studies performed over the years, experts have come to the conclusion that the best variant of the payperclick model is the one that targets a user’s geographic area. Otherwise, it is very possible for a user to make a search online, get information on the features of the product, its price and producer, and then go buy it from the closest local outlet.

There is another vicious circle here that includes many local businesses as well. Given the fact that most of the web traffic is actually out of reach for them because of the geographical distances, local businesses do not find it advantageous to invest in payperclick campaigns because these would be a money-waste in their opinion. The new approach to small business Internet marketing could bring a change of perspective but this is not all that sure on the long run; for the moment, it remains to be seen how many of the local businesses that venture to advertise online manage to make a profit out of the payperclick model.

Since lots of advertisers lack the knowledge to make a good choice of key words and key phrases to optimize their ads with, they often choose professional agencies to run their payperclick campaigns for them. Once the ads are posted on the Internet, the process is far from being over. There follows a permanent period of monitoring and analysis to identify which keywords are performing poorly in search engines and what is the return on investment rate. All sorts of tools can assist a web developer in the effort of tracking all the ads and keywords performance.

Popularity: 22% [?]