This is not a good beginners' method unless you have a high aptitude for risk. That's not because using pay per click has to be risky business, but it does require knowing which keywords are effective at attracting qualified leads and how much you can spend on acquiring them, while still remaining profitable. Of course, to calculate that, you need to know your conversion rate, the number of unique visitors divided by total dollar sales, which equals the value per unique visitor. Unfortunately, due to a lack of existing marketing feedback and low or non-existent sales, accurate information can be hard to come by early in the game. This is why you should wait until you have had at least a few months of substantial sales before attempt this.
Here's what you need to know in order to make a smart calculated risk using pay per click advertising:
• Value per visitor to your site (unique visitor - not to be confused with user sessions)
• What your Website logs tell you about your conversion rate and what keywords people are using to find you.
• What profit margin you are comfortable with. Unless you are ready to accept losing money on entry-level products/service, then you must always bid below your value per unique visitor. Ideally, you want to find keywords that people are using to find your site but that is still relatively unpopular with the other bidders so that you can "buy" cheap traffic for well under your value per unique visitor, leaving a substantial profit margin for you.
There are only a couple of heavyweights in the pay per click industry. They are Google AdWords, Yahoo Search Market (formerly Overture), and trailing behind them MSN Ad Center. Of these three, you probably won't be surprised to hear that Google holds a strong lead with more than half of the market and growing.
Although these search engines clearly have a dramatic lead over the competition there are still other PPC search engines worth mentioning: SearchFeed, Ask.com, Marchex AdHere, LookSmart, Miva, ABCSearch, 7Search, and Findology.
Most people think of Yahoo Search Market (formerly Overture) or Google when it comes to paying per click advertising, but you may also want to consider smaller PPC search engines. Some studies have shown over half of the response for only a third of the price, but it has also been reported that smaller PPC search engines do not generate the same quality of leads so you need to be careful. If you bid and win keywords from a smaller search engine at a great value, it still can be a good way to increase your traffic profitably.
If your bid "wins" a keyword at any search engine, but you do not get very many "click-throughs" (relative to the competition), you will lose your top placement. This is to ensure that only relative links are posted in the top positions, and of course to ensure maximum profits for the search engine since they only get paid when someone clicks on your ad.
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Erica Joneson is an expert at making websites profitable.
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