Pay Per Click and Pay Per Performance

    Do you want to know how you can create a website that really pays? In Chapter 6: Pay per Click & Pay for Performance, you will be given important information on how many successful webmasters cash in on the number of hits that are made on their site. Learn about the strategies and tools that make websites as profitable as they can be..

  • Pay per Click & Pay for Performance
    • Pay Per Click Models
    • What are Pay Per Click Campaigns
    • Setting up a PPC Campaign (Keyword Selection, Bidding Strategies, Advertising Text, Developing proper landing pages, Tracking)
    • Major PPC Search Engines (Google AdWords, Overture PPC Ads, Other PPC Advertising Resources, SEO & PPC Tools for Google, SEO & ROI)
    • Pay Per Performance (What is Pay Per Performance, Pay For Performance Options)
    • Paid Submissions (Paid Search Engines and Directories)

Pay per Click Models


    Wikipedia defines PPC as an advertising model, and as explained earlier, it is named such because payments to the search engine are made only when clicks to links are made by visitors. If you are considering the billions of people who surf the internet everyday, can you imagine how this can cost to the advertiser?

    Some of the sites that offer PPC services were listed by Search Engine Guide. Examples of them are Guava, LookSmart, Overture, eSpotting, goClick, BrainFox, and more.

    To make it more concrete to you, take for example the PPC services offered by Overture, which is now a company owned by Yahoo! Search Engine Marketing. You can be given an estimate of how much you will be spending per click based on the choice of keywords you will be giving them. You can test it out from this Yahoo site, and click on the portion: “How Much Does It Cost?” (http://sem.smallbusiness.yahoo.com/searchenginemarketing)

    For example, if your site sells printer cartridges, you can type in your keywords “printer cartridges” and set your estimated daily budget for advertising on Yahoo SEM. In this case, you set $10 per day as your maximum.

    Within a few seconds, Yahoo calculates your PPC costs for you. Here are the monthly estimate results for “generic Prozac”:

Times your ad may be displayed in search results : 33,492
Number of times you ad may be clicked : 202
Maximum cost-per-click we recommend : $1.46

Yahoo’s prices per click can be a little steep. Keep in mind that these are only estimates. How you make a profit with those kinds of figures in mind is generally up to you.

    One of the benefits of PPC according to Yahoo and many other sources, is that you can always cancel and stop advertising anytime. Your links will no longer be displayed, and you won’t have to worry about paying per click.

    How about Google AdWords? How much will PPC cost for Google? You can find out in this link: https://adwords.google.com/select/home. If you were on Google AdWords, checking out the cost per click for “printer cartridges,” you will end up with something like this:

    Your estimated ad position will be # 1 to 3. The average CPC or cost per click will be $5.33. That is, if your maximum budget is 10 per day.

    If you want to spend the amount almost equal to that of Yahoo’s estimates, say for example, less than $1.10 per click, you will have to use these keywords instead: “Clean printer cartridge.” It probably costs less because you will be getting less clicks as compared to your original keywords.
By comparison, you can check out other PPC advertisers as mentioned above. Here, we look at the cost of services by Brainfox, which is found at http://www.brainfox.com.

    Assuming that you use the same keywords “printer cartridges”, Brainfox estimates that for every 1,000 search queries on those keywords, you will have an average of 30 clicks, and your cost per click will be about $0.09.

    The PPC services of these sites vary. To be able to really have a good estimate of your expenses or cost for advertising, you will have to submit to them your keywords. A lot of times, a payment or membership fee is already required before you can send them your keywords of choice.

    More on the details of PPC search engines, especially about Yahoo’s Overture and Google AdWords, will be found in the latter portions of this chapter.