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By: Kirt Christensen
Since the advent of Google's Adwords pay-per-click marketing has developed into the hottest method of internet marketing. Being able to write an ad and let the search engines do the remainder of the tasks for us is becoming an option that we as marketers are finding irresistible. In concept the relationship is one of symbiosis. Ads are written by the advertiser and used by the search engine to help find potential buyers. The advertiser gives a fee to the search engine when the potential buyer chooses to visit the advertisers site. Every time a browser enters a keyword that pertains to the advertisement in question into a search engine the engine will display the ad in question along with the results of their search. The truth is that it isn't quite that simple. The practice of choosing a keyword can be complicated. It often is not enough to simply access the tracking tools available through the search engine. Each of the keywords listed there are used frequently and therefore are going to turn up pages upon pages of results. Since the average web surfer is going to lose interest in the hunt for information after the first five or ten pages it is important that an ad be among those five or ten pages in order to realize a profit. The difficulty in this is that the right to be among these top search results is determined by the amount of money the advertiser is willing to pay "per click" for their ad. Conventional ways to advertise allows a marketer to put up an ad for a set amount of time for a specific cost, no matter how many people end up seeing the ad. This way of advertising really added up and didn't produce well. The concept of pay per click marketing then evolved. The advertiser was charged for the number of times their ad was selected. This way they were able to turn a greater amount of profit for themselves if an ad was chosen regularly. Progression came in the form of competition. Because the search engines wanted to maximize profits, the would put the ads that brought in the greatest payment for each click in the most visible spots - right up there with the top ranked search results. That meant that advertisers wanting those spots had to bid more on clicks than their rivals. Pay-per-click advertising costs have the potential to grow exponentially without a marketer even being aware of it because top spot advertisements can engender quite a bit of casual interest but few sales. This is not money well spent. Pay-per-click advertisement has potential to be a perilous obstacle course for an unaware advertiser to make his way through; it is a more complex enterprise than many marketers say it is. The good thing is that there are some great resources available (as well as other ways to advertise) out there on the internet for those sharp enough to use them.
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Having over a decade of experience in Pay Per Click management , Kirt Christensen, will share his experience in PPC management, by giving you hints he found that are effective (and some that aren't). www.managemypayperclick.com">www.managemypayperclick.com
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