Attract Clients Now

"Attract Clients Now" the Online Newsletter from Valiss,
Helping You Attract More Clients With Less Effort

In this week's issue - Pay-per-click Advertising Defined

First of all I want to take a moment to remember the victims of the horrible tragedy caused by Hurricane Katrina. It's events like this that really put things in perspective. Our jobs and businesses are so insignificant when tragedies like this happen. It reminds us that Mother Nature is a force so much bigger and more powerful than us. In a matter of seconds, Hurricane Katrina changed thousands of lives and literally wiped entire towns off the map. We're completely helpless and no match for the power of Mother Nature. I highly encourage everyone to donate as much as you can to the American Red Cross. Give until it hurts and then give a little more. You sacrifice is nothing compared to the suffering of those who've lost everything. Also, think about donating some time to the volunteer effort. The Red Cross needs everyone's help right now. I'm going to be volunteering as much as I can to help out as well as donating 10% of everything I earn until the end of the year.

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Pay-per-click Advertising Defined
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A few years ago, a new phenomenon, pay-per-click advertising or PPC, revolutionized internet marketing. You could create internet ads and only pay when someone clicked on your ad. Overture, now Yahoo! Search Marketing, was a pioneer in the field and created an affordable way for small businesses to do highly targeted internet marketing. Today there are many other pay-per-click search engines including Google, Findwhat , Shopping.com , NexTag , BizRate and PriceGrabber . Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines.

Google and Yahoo! Search Marketing are the heavyweights currently battling it out for leadership in this lucrative market. While they both have pay-per-click models, their longer term strategies are starting to move in different directions. For this article, I'm going to stick to the fundamentals of pay per click.

PPC engines can be categorized in "Keyword", "Product", "Service" engines. However, a number of companies may fall in two or more categories. This is a fast evolving business so more models are continually being developed.

Keyword PPCs

Advertisers bid on "keywords", which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of bidding.

Notable PPC Keyword search engines include: Google AdWords , FindWhat , GoClick , 7Search , Kanoodle , ePilot , Search123 , SearchFeed , Espotting , Xuppa , Yahoo! Search Marketing , Kazazz , and others.

Product PPCs

"Product" engines let advertisers provide "feeds" of their product databases. When users search for a product, links to the different advertisers for that particular product appear, giving more prominence to advertisers who pay more, but letting the user sort by price to see the lowest priced product. The user can then click on the link to purchase the product.

Some of the PPC Product search engines are: BizRate , NexTag , PriceGrabber , Pricescan , Pricewatch , PriceLeap , Shopping.com

Service PPCs

"Service" engines let advertisers provide feeds of their service databases. When users search for a service, links to advertisers for that particular product appear, giving prominence to advertisers who pay more, but letting users sort their results by price or other criteria. Some Product PPCs have expanded into the service space while other service engines operate in specific vertical markets.

Examples: NexTag , SideStep , TripAdvisor

The PPC market is the fastest growing internet service and is constantly changing as the market evolves. Google and Yahoo are frequently changing their PPC rules to meet the expanding demand so its best check their current rules before you start bidding on keywords.

Next time I'll talk about Google Adwords and how to find the top keywords to bid on.

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Feel free to contact me anytime if you have any questions.

Until next time,

Ted Prodromou
valiss-info@valiss.com
1-(888)-663-0074

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