Website Promotion Through PPC Bid Management

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by: Tyson Drake
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Word Count: 781
Date: Wed, 24 Jun 2009 Time: 5:12 AM
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Internet Marketing tools are becoming very popular in today's world. This is due to it's cost-effectiveness and befits and time saving to increase sales and profits.

Pay per click (PPC) is a means to advertise business through the use of keywords/phrases in the search engines. The advertiser is required to only pay for each click that sends a visitor to his website. Search engines such as Overture, Google Adwords, Search Yahoo and Miva are just some examples of search engines. They offer top positions among the sponsored listings for particular keywords/phrases you choose. The idea for bidding is you have to buy/bid on keywords/phrases relevant to your business. The highest bidder gets to be on the top of the search result listing and the second highest bidder, of course, gets the next top listing and so on. Every time a visitor clicks on your website, you will have to pay the same amount that you bid on that particular keyword.

PPC can be very costly, time consuming and sometimes not worthy. But if you know how to go about the step by step procedures, PPC is a welcome change to traditional advertising.

If you do your searches for products, articles and auctions in the net, you usually type in a keyword or a set of phrases to guide you in your search. Either you use Google or Yahoo Search depending on where you are most comfortable at and where you usually get the best results. As soon as you key in the search button, immediately a long list of keywords or phrase will be displayed containing the keywords you key in. The first or the top link that you saw is most likely the one who bids the highest for that keyword you type. In this way, businessmen will produce the desired results; they get to be advertised, at the same time, saving and spending only for the clicks they need that might translate to potential sales.

The way to start PPC bid management is to identify first the maximum cost per click (CPC) you are willing to pay for a given keyword or phrase. CPC varies from time and even search engine to search engine too. Maximum CPC can be measured by averaging the current costs of bids (bids range from $0.25 to $5). Average of these bids is to be used as the maximum CPC to begin with. As your ad campaign progresses, the actual conversion rate (visitors turning to potential buyers/sales) will be determined and you may have to adjust your CPC (bidding rate) accordingly.

Various search engines have different bidding strategies and this can take some time to figure out on your own. This is because not all search engines are the same and each has their own unique bidding system. You also need to identify different keywords bids for these search engines.

You should also not try and bid for the top keyword position as well. This strategy can be very costly is not done correctly and the searcher usually tries different search queries in several search engines before they chose which one identifies what they are looking for.It is best to try and bid for the fifth spot and then work your way up.

If your PPC bidding are going well, then it is probably time you start and develop a bidding strategy. It is important to identify the ranking of your ads and which ones are bringing in the most traffic. You should also decide where you want your ads to be positioned as this can impact your profit and sales.

There might be a bid gap when there is a jump in the price to more up one spot in the paid advertising rankings.You should take advantage of these gaps as you can save and use this money to spend on other campaigns. There are also keywords that have a lesser cost per click but can also get a good number of clicks and a higher conversion rate. This is good because you can sometimes have a higher conversion rate without bidding an arm and a leg on keywords. You want your ad to be in the most profitable position.

Using pay-per-click bid management in promoting your website will only be successful if you take time building many lists across many engines and studying the performance of every listing. In this way, you can make the most value from what you spend in the bidding process. The key is to use the necessary precautions to stay ahead of the competition.

About the Author

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