:: Search Engine Optimization :: Pay-per-click search engines How they work
Pay-per-click search engines allow companies to bid on keywords that
relate to their sites. Companies submit their site's descriptions and
titles, along with a list of keywords to the engine. They also specify
the amount of money that they're willing to spend on each keyword.
After a pay-per-click search engine processes the company's request,
their results start showing up when someone searches for a keyword that
the company paid for. Depending on how much money others paid, rankings
for a particular keyword maybe very high or low.
For example, if you choose to pay $.20 for the keyword "puppy food,"
while others pay only $.19, your site would rank first. If, on the other
hand, you pay $.02, you may rank low.
For most pay-per-click engines, companies pay only when a visitor
clicks on their web site from the search results (clickthrough).
Most engines specify a minimum amount of money needed for a company to
open an account.
Aren't the results irrelevant?
Many think that paid rankings will decrease the relevance of search
results by allowing any site with money to rank high for any keyword.
Pay-per-click engines understand that they will lose searchers, and eventually
advertisers, with irrelevant results, and therefore, make relevance a
priority. However, pay-per-click engines will provide results with commercial,
not informational information. Relevance doesn't guarantee the quality
of the site.
Many pay-per-click engines utilize editors to review incoming requests
for bidding. These editors are responsible for making sure that the submitted
keywords relate to the site's content.
Pay-per-click engines, however, are mostly commercial. Most non-for-profits
don't have the resources for advertising. As a searcher, choose another
search engine if you're looking for noncommercial information. Non-profit
organizations should think twice before bidding at a pay-per-click search
engine. Chances are their audience won't be using it.
Should I use pay-per-click engines?
This decision is individual for every company. You should check keywords
and prices for your site before answering this question.
Pay-per-click engines may prove to be cheap advertising for your web
site. The most popular pay-per-click engine, Overture.com,
is one of the Top 10 search engines. Overture.com
attracts many searchers and advertisers. Since search engine optimization
may be a long, expensive and fruitless process for some sites, Overture.com
presents a perfect opportunity for a high ranking on a Top 10 search engine.
Traffic generated by pay-per-click engines is usually more targeted than
from other engines (this is because webmasters can control keywords they
are found under).
Note: Overture.com also distributes its top 3 results on Altavista,
MSN, Yahoo, Lycos, Hotbot and other major search engines. If you're in
a top 3 position at Overture, watch your campaign carefully. Because of
so much exposure, these listings can get more clickthroughs than you expected.
Another highly regarded pay-per-click program is Google's
AdWords Select. Google uses both customer's per click dollar amount
and click-through rates to rank the ads. Google also offers many useful
tools, such as an automatic discounter, which lowers your bid amount every
time there's a gap.
Joining the pay-per-click landscape is the former directory LookSmart.com.
LookSmart recently converted all of its directory customers into pay-per-click
customers. Those who wish to submit to LookSmart, must pay a $49 registration
fee and then purchase keywords.
More benefits of pay-per-click
Another benefit of pay-per-click engines is instant traffic. Achieving
high rankings may take a long time, but with pay-per-click engines people
find you immediately after you set up your account and your bidding request
is approved. |
