If You Are Considering Adopting The Pay Per Click Kind Of Online Marketing Be Careful To Select Your KEYWORDs Well

Pay per click can be a super way to start your Online Marketing campaign. However it is easy to get into a sticky situation if you are new to the process or if you do not keep a close eye on the statistics that will be offered by your pay per click provider.

The idea is straightforward, you instruct you provider, usually a search engine company, to show your advert in one of the non organic areas of the Search Engine Placement listings ie the search results. You advise them to only display the advert when certain keywords or phrases are typed into the search by the searcher. The beauty of the deal is that there is no payment for that advert unless a customer actually clicks on the advert to take them right to your website. So in theory you are only being charged for customers who are actually interested in your goods or services.

The first problem to be extremely careful about is which keywords or phrases you decide on. Too broad a selection of key words may give you hundreds of clicks (and therefore a massive pay per click bill) but hardly any sales, as only a small proportion of the searchers using those words and phrases were either interested in your exact product, or ready to buy straight away. The trick therefore is to be as explicit as possible with your keywords. If you only supply pens it would be far better to have all the people keying in “pens for sale” see your advert than it would to have the much bigger category of searchers who would type just “pens” or even “stationery for sale”. With “pens” the searcher could be looking just for information on pens, when they were invented, different kinds, reviews etc. They may all click through to your site, costing you money but not with any intention of actually buying one! With “Stationery” of course you will see a large number of people searching for the word but only a percentage of them will be looking to buy a pen. So the advert may be listed often but have a small “click through” rate.

Once you have sorted the keyword part of the pay per click you really do need to observe the whole campaign vigilantly. It is vital to know how much you are spending and what you are getting for your money. The search engine repeatedly asks you to put a daily limit on the amount you want to spend, this can be deceptive as