Pay-Per-Click Advertising

Pay-Per-Click Advertising Programs

Here is the general process of setting up your pay-per-click advertising program

1. Set up an account with the pay-per-click program provider (Google, Overture, etc.)
2. Research your keyword terms inside and outside the context of the ad program to determine what terms visitors are actually searching by.
3. Determine the value of each term to you.
4. Determine your daily advertising budget.
5. Insert code on your web site that will assist you in determining the conversion ratio of your campaign. This will help you determine the return on your investment.
6. Wait about a week to see how your ads are ranking and "working" overall for you.
7. Bid against any competitive bids that drive your rank down too low.
8. Continue to monitor your ad program, select new terms, delete ineffective ones, etc.

Brokering Pay-Per-Placement Ads

The broker uses a bidding agent, a special piece of software that logs into your pay-per-click account and auto bids on the keyword terms you are targeting. In other words, it detects when another advertiser has bid against you for a particular position (say, the 2nd place on the sponsored ad list). The bidding agent will place a bid against that advertiser automatically to secure the placement.

What if the other advertiser keeps bidding up and up and up -- over the amount that I have agreed to with my broker?

The broker must absorb that cost. This is why the broker must carefully research the terms your have selected. It's important to the broker that this NOT happen.