Part 8 of 9 : Search Engine Pay Per Click Services

Search Engine Optimization often works for a keyword or group of keywords that are closely related.  There may be, however, a whole category of words and phrases that your site doesn’t appear under when searched.  Remember that it is tough to be all things to all people.  You will inevitably have to decide on the most important words and phrases for SEO purposes and abandon many in favor of creating a page that displays high on certain search words.  That’s where pay per click services offered by most search engines come in.

Site owners can setup an account that allows you to specify certain keywords to display a link to your site when searched.  If a person clicks on your link and goes to your page, you agree to pay the specified amount.  Clearly this can add up fast.  Often clicks cost between $0.10 and $1.00 depending on the popularity.  You are, however, allowed to specify a budget in most cases.  Monthly charges can be as little as $30 on major search engines like Google.

In addition to displaying your ad when someone searches, sites like Google also sponsor ads right on privately operated web sites.  You can display an ad for your site on a web site that has related content.  When someone clicks on your advertisement, a portion of the click cost goes to Google.  A portion also goes to the site where the ad was shown.

Google and other search sites have (like Facebook) done a good job of displaying relevant advertising to perspective clients.  They also provide methods by which to track the clicks that actually purchase or take some action on your site.  So, you can more accurately evaluate what methods and sites are providing useful leads for you and adjust your advertising campaign accordingly.

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