Pay-For-Performance Search Engines & Google Adwords

Age : 45 Joined : 08 Mar 2008 Posts : 1850

Pay for Performance is to pay for Search Engine Exposure, rather then being listed in the Organic Search results.

Four Main Types of Pay for Performance:

1) Pay-Per-Click (PPC) - You only pay when search engine users click on your ad. The best examples are Google Adwords, Yahoo Search Marketing and MSN Ad Center.

With PPC you bid your place in the sponsor ads of the search engine result page, you will not be charge when your ad is show to the search engine user unless the user click on your ad.

2) Pay-Per-Impression - You will pay when your ad is shown, usually you will be charge on per thousand impressions. You do have to bid within your keywords niche, you will be charge by impression, the number of clicks on your ad will not affect your bill.

3) Paid Inclusion - usually a free inclusion into Directory types of Search Engine. Dmoz is one good example for Free inclusion. Yahoo Directory will charge you USD$299/- for the inclusion, as Yahoo Directory is consider an authority site. When your site is included into Yahoo Directory, you will enjoy good quality external link. This will in return helps you to get ranking and index on major search engine. Dmoz also able to help in your ranking and indexing.

4) Paid Sponsorship - You pay a flat fee to a search engine to have your ad shown together with search results for targeted keywords. Example http://exactseek.com

Advance Search Engine Marketing Skills Certified. Google Adwords is consider the leader in Pay-Per-Click advertising. Currently there are more then 150,000 and growing advertisers using Google Adwords. Ads are shown not only on Google search engine, it also shown on Google partners' site like AOL and About.com.

Google has a system to rank its ads; your ads are not solely determined by the bids. It's by the bids and the click through rate of your ad. As a results it gives the advertiser an opportunity to effectively compete with each other, even small advertiser can compete on the PPC and have good results.

Google Adwords can ONLY contain 95 Characters: 25 for the Headline, 35 Characters for Two Description lines & Your URL.

Google Adwords give advertisers options to target keywords: Broad Matching, Exact Matching, Phrase Matching and Negative Keywords. The matching options are determine on the keywords that the searcher enters:

Exact Match - If you choose [dog training] your ad will only be shown if the Google search engine user enter dog training in the search box.

Broad Match - If you choose dog training your ad will be shown even if the Google search user enters free dog training books.

Phrase Match - If you choose "dog training" your ad will be shown for small dog training or poodle dog training.

Negative Keywords - You can prevent your ad to show up if Google search user enter certain keywords. Example: If you are selling an eBook, you probably don't want those users who are looking for free eBook to click on your ad. So all you need to do is to enter the list of keywords into the Negative Keywords and Google will not show your ad when the user key in say Free eBook.