| Everyone wants immediate results when advertising | | | | optimization does not mean that there site will ever be |
| online. It seems as though the most immediate results | | | | listed in the search engines. On the other hand, pay per |
| from online advertising can be found by setting up a | | | | click advertising almost guarantees that your website |
| pay per click advertising campaign. The top search | | | | will be listed in the search engines right away. |
| engines including Yahoo and Google run pay per click | | | | After years of working in the search engine marketing |
| campaigns. Pay per click advertising means you only | | | | industry, I have found that the best results in pay per |
| pay when someone "clicks" on your ad. The "cost" per | | | | click advertising come from the top search engines |
| "click" can vary. The cost per click depends on your | | | | such as Yahoo and Google. These are the best |
| particular industry and the online competition for | | | | places to start your pay per click advertising. If you are |
| advertising your products and services. Cost per click | | | | advertising goods and products for instance |
| can be as low as only 10 cents for words in certain | | | | "electronics" or "apparel", you can also try the shopping |
| industries or run as high as $20 for the mortgage | | | | comparison sites such as bizrate.com, or |
| industry. Both yahoo and Google have keyword tools | | | | The first step to starting your campaign is to generate |
| that can be used to research the cost of your | | | | keywords pertaining to your industry. If you are |
| particular target keywords. If you were advertising | | | | advertising shoes you can add keywords such as |
| your computer software firm, you would want to | | | | "tennis shoes" or "hiking shoes". The next steps include: |
| research keywords pertaining to your industry such as | | | | generating ad copy, creating bids and then analyzing |
| "computer software", "web design software" or | | | | the results of your campaign. Both Yahoo and Google |
| "antivirus software" or any other software that your | | | | have conversion tracking tools that will allow you to |
| company sells. | | | | analyze the results of your advertising campaigns. It is |
| In order to initiate your advertising, you can sign up on | | | | important to watch your campaign on a daily basis |
| Yahoo and Google and have your campaign up and | | | | since keyword bids can change all the time. You will |
| running within a couple of days. The beauty of pay per | | | | want to make sure that you do not have a run away |
| click advertising is that there is very little waiting time to | | | | keyword that results in a large amount of clicks and no |
| get your site listed in the search engines as opposed | | | | sales. In addition, it is important to set up a daily or |
| to natural search engine optimization. Search Engine | | | | monthly budget on both your Yahoo and Google |
| Optimization is a different form of search engine | | | | campaigns. |
| advertising often confused with pay per click search | | | | Once you are up and running, hopefully you are |
| engine advertising. The difference is that with pay per | | | | generating traffic to your website that will result in an |
| click you "pay" to get listed in the search engines and | | | | increase of sales and leads to your business. Many |
| you are usually listed almost immediately. With search | | | | companies decide to outsource their search engine |
| engine optimization you are trying to get the search | | | | marketing due to the time it takes to run and optimize |
| engines to naturally pick up your site which doesn't | | | | campaigns. These companies use consultants or |
| guaranty that your site will ever get listed. People pay | | | | advertising agencies that are trained and highly |
| thousands of dollars to have SEO's try to optimize | | | | experienced at managing pay per click advertising |
| their website by creating and updating content and | | | | campaigns. These consultants have the tools and the |
| changing around the html to make the site more | | | | knowledge to get companies the highest rate of return |
| search engine friendly. Paying for search engine | | | | for their advertising dollars. |