Although search engine optimization can go a long way toward promoting a Web site, the only way to secure a high search engine ranking is to join a pay-per-click advertising program. Pay-per-click can be a rather costly solution; but because Web visibility is guaranteed for those willing to pay for it, the concept is being embraced by a rapidly increasing number of Internet marketers. Essentially a performance-based paid-inclusion service, pay-per-click advertising is usually based on advertiser bidding. In a nutshell: The advertisers bid on the highest ranking for a given keyword/phrase, and the highest bidder gains the highest ranking. The second-highest bidder gains the second-highest ranking. Et cetera. The advertisers are then billed the bid amount each time a visitor arrives to the site via the paid-inclusion provider's search engine listing. Although bidding is the most common way to determine the per-click cost, some pay-per-click providers charge a flat click-through fee. Pay-per-click programs are offered by such companies as Overture, LookSmart and Google, all of which provide listings for a number of leading search engines, directories and Web portals. In search engines, pay-per-click listings generally show up either as Sponsored Listings or as regular search results. In some cases, the listing will mention the per-click cost to the advertiser.
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