Pay Per Click Advertising
Pay per click advertising, or PPC as it's more commonly known, can be an effective tool in your SEO toolbox. It can be used as a stand alone strategy, it can be used as a stopgap measure while you wait for organic rankings to stabilize or it can be used in conjunction with Organic SEO.
Understanding PPC in General
PPC is an advertising method used by search engines to present
relevant commercial advertisements to searchers at that moment
in time when the searchers have expressed an interest in
a particular search phrase.
While most advertising
operates on the "shotgun" principal (if you shoot enough
pellets out covering a wide enough area you are bound to
hit something) PPC is is a much more targeted and effective
means of advertising. PPC systems are set up so that
when a searcher who is say interested in buying
a new car enters the search term new cars, the search engines
present a list of websites relevant to that search
term and at the sam time display additional paid advertisements
either at the top, bottom or right hand side of the page
(sometimes in all three places!) This has the advantage of
placing your ad in front of the prospective customer at the
exact moment he is interested in your product or service.
Major PPC Systems
The main PPC systems in the US are Overture which is a Yahoo product and Adwords which is the Google flavor. There are several smaller, but still very effective PPC products like Findwhat in the US an Espotting in the UK.
Using PPC Systems Effectively
Let me stress first of all that the effective and profitable use of PPC systems is not all that simple and to be frank there are those who understand it much better than I.
There are software systems to help you make decisions and experts who can give you more and better information. To get you started here is a great article by a PPC expert
Applying Black Hat SEO techniques to PPC
 Back to Doorways |
 |
