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WEBSITE CONTENT

7 Secrets for Pay-Per-Click Success
By: Brent Sampson
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    2005-06-08

    Table of Contents:
  • 7 Secrets for Pay-Per-Click Success
  • Overture provides more...
  • Understand the mechanics...
  • Understand the disadvantages...

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    7 Secrets for Pay-Per-Click Success - Understand the mechanics...


    (Page 3 of 4 )

    4) Understand the mechanics

    The way pay-for-performance works is simple. You bid on search terms, either words or phrases or a combination of both. Your webpage link then appears in search engine results relative to the price of the bid. If you're the highest bidder, your webpage appears at the absolute top of many search engines. Remember the frustration of typing in a search for your webpage and never finding your link? No longer!

    5) Understand the advantages

    Perhaps the best part of pay-for-performance advertising is the "pay for performance" part. Unlike traditional advertising where you pay based upon the number of impressions, here, you only pay if people click on your link. In essence, they are pre-sold.

    6) Select the appropriate keywords

    Let's look at an example. Say you have published a mystery novel about the death of a land baron in Louisiana. Not exactly a new plot and yet millions of "whodunit" readers may be interested in reading it. Your solution? Open a pay-for-performance account and bid on search terms like "Louisiana Mystery Novel" and "Mystery Book Plantation" and other similar search terms. Counter-intuitively, the more specific the term, the better your campaign will perform, since very specific searches deliver very motivated buyers to your page. Since you're paying for each click, you want those browsers to buy! That's where "conversion" comes in to play.

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