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Search Engine Marketing (SEM) program
revolves around Pay-Per-Click. In recent years, search engines, in an effort to
increase revenues, developed this model. Depending on your bid, you can gain a
very prominent page position. So what is Pay-Per-Click?
It's just like
the name. You bid to buy advertisements or listings which are placed on the
search engine pages. You bid to a position within the advertisements area of
the search engine. The only time you "Pay" is if someone "Clicks" on your
listing which goes to your website. |
Pay-per-click is an extremely fast method of generating highly qualified
traffic to your website relatively inexpensively. The pay-per-click search
engines use the power of paid inclusion partnership agreements to get your
listings high on the search results. With just a few advertising buys, you have
the ability to list your site on many of the Web's top portals and search
engines. These sites include Google, Yahoo, MSN, Alta Vista, AOL and many more.
This translates into bottom line advertising results for your business.
The marketplace for paid positioning is rapidly changing and becoming
more complex. Additional search engines are becoming involved in paid
placements and partnerships within that arena are constantly changing. Although
there are many Pay-Per-Click companies which supply advertised listings to
search engines, we concertrate on only 4 to catapult our website traffic. These
are Google AdWords, Yahoo, MSN and Business.com In our experience, these 4
provide the best qualified traffic.
Once you get listed, continually
track your progress. Most websites come with log based statistical programs
that enable you to see your website traffic history. The problem with these log
based programs is that they track "all" of the traffic including spiders,
monitors and other automated visitors. The numbers that you see distort your
actual "people traffic". You want to separate the "people traffic". Setup and
monitor your people traffic with a statistics program which gives you an
historical and "real-time" view of your people traffic along with much more.
They can tell you who's on your site "right now", "where they came
from", "what keyword they searched on", "what page they are on
now", "what pages they've looked at", "whether they are a return
visitor" and much, much more. We've used
3D Stats to do
this. Google has a free one but it is not in real time. With a monitor like
that, you "know" what's going on with your website! As you can see, search
engine marketing involves many aspects.
So what are the costs for search
engine marketing? As with any marketing program, you have to budget enough
money to make search engine marketing worthwhile. Click costs are dependant
upon current keyword bids. They can range anywhere from $0.10 per click to
$5.00 or more per click. This all depends on your market and the competition
within the market for your keywords. You don't have to be in the #1 position to
receive traffic. Maximizing your marketing budget is your goal.
SEM
gets you out of the gate fast! Find out how you can reduce your PPC costs
over time by adding SEO to your
marketing scheme. |
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