Pay Per Click - What Is It And How Does It Work?
Pay Per Click (PPC) is a way to get instant traffic to your site
. The biggest providers are Google and Microsoft. Googles program is called AdWords and Microsofts AdCenter also advertises through Yahoo!
Basically, the way it works is that you set up an account, bid on a keyword and when visitors to Google, Microsoft or Yahoo type in the keyword that youve bid on, a link to your site will appear on their screen. If they click through to your site, you pay for that click. Search results are usually divided into organic results and sponsored results. The organic ones are the ones that (supposedly) are the most relevant, while sponsored ones have been paid for.
Although Pay-Per-Click can generate instant traffic, it can also be a waste of money if you dont generate a result when someone visits your website. Most people dont know the difference between an organic search result or a sponsored link and dont realize that when they click a sponsored link, that someone is being charged (since I learned this, Ive stopped clicking on sponsored links unless Im genuinely interested in buying somethingotherwise, I feel guilty).
Reasons to try Pay-Per-Click
Perhaps youre trying to build your e-mail list quickly and are willing to pay for the clicks or maybe youve got products for sale on your site and youre hoping to convert visitors to buyers. Obviously, not everyone that clicks through is going to buy something or do what you want, but if you have what people are looking for, and have a compelling offer, a certain percentage will probably buy. Its a matter of running the numbers to see if it works for you. For example, lets say youre selling a product that costs $20, and clicks for a certain keyword cost 25 cents each. If 20 people visit your site and one buys, youve spent $5 in pay-per-click fees, but sold a $20 product, leaving $15. If your production costs are covered within the remaining $15, then youve made a profit.
It is imperative that you set a limit on your spending and pay close attention to the results youre getting. Obviously, an ideal situation is when clicks are cheap, your product is expensive and youre getting a high conversion rate. The opposite will just burn through money without a satisfactory result.
How to get started
1. Choose a service, create an account and deposit funds.
2. Choose your keywords and design an advertisement.
3. Notice the results you are getting.
4. Adjust your ad, bids and budget accordingly.
Besides the major players mentioned above, there are plenty of other companies that sell traffic, including Facebook, which has a very easy to use advertising interface. If you do decide to go with Facebook, I recommend that you pay per click and not per impression.
Another benefit to using Pay Per Click, besides instant traffic, is that you can reach a highly targeted audience. Its up to you, however, to convert that click into your desired result by providing what that person is looking for.
by: Ian Rich
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