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Pay Per Click Advertising & Bid Management
Pay per click (PPC) advertising is a relatively new form of promotion that allows
companies to bid for top placement in the search engines for specific keywords or phrases. Rather
than paying a set fee, the advertiser only pays when someone actually
clicks on the sponsored link and goes to their site.
Like most other forms of advertising,
its success is determined by its ROI. Typically, the more competitive
the search term, the lower the ROI. However, with thorough research and
a proper bid management program, PPC advertising can offer excellent
results.
The primary PPC programs are Overture
and Google AdWords. Conceptually similar, Overture and Adwords actually
work quite differently and allow the advertiser varying amounts of
control in regards to search terms and costs per click.
Primary benefits of Pay Per Click Advertising:
- Top positions on the page are typically reserved for PPC sponsors.
- Traffic can be easily sent to any relevant page that you desire.
- Low start up costs.
- Quick processing time allows it to be used for promotions and such.
- Allows one to target lower search volume phrases inexpensively.
Despite their implied simplicity, PPC
advertising programs can actually be very complex to run effectively.
This has become more evident as the number of companies bidding on terms
has increased and advertisers have had to take a closer look at the ROI
of these campaigns.
At eNet Partners., we offer a number of services to help maximize the ROI of your PPC campaigns:
- Comprehensive Keyword Review
- Keyword Targeting
- Ad Development
- Landing Page Design
- Bid Management
- Conversion Tracking
The Programs
Not only do the major PPC programs allow an
advertiser to get top rankings with the search engines, but they also
provide for a significant amount of coverage on the entire web. This page
details the networks of the major programs.
Overture
Originally Goto.com, Overture is generally considered
the pioneer of pay per click advertising. Now owned by Yahoo, they supply
sponsored ads to a huge network of search engines including:
Yahoo
MSN
AltaVista
Excite
Go2Net |
InfoSpace
Dogpile
Metacrawler
Web Crawler
AlltheWeb |
Juno
Netzero
CNN
ESPN
Knight Rider |
Google AdWords
Due to the immense popularity of Google’s search
engine, Adwords is the only other pay per click advertising program that
has established itself with a major presence. Its network includes:
Google
CompuServe
EarthLink |
America Online (AOL)
Ask Jeeves
Excite |
Netscape
AT&T |
Other Pay Per Click Programs
FindWhat
Ah-ha
Search123 |
Lycos
Business.com
Pageseeker |
AdBuyer
7Search
Kanoodle
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