Pay per click search engines work in a 2 way system – they offer you the benefits of your site appearing on the top of search page results for any term you may wish but not without a good amount of investment from your side. With proper research and optimization, pay per click search engines can produce great results – both for your site and business since they offer highly targeted and economical advertising which has the ability to convert into sales and leads.
PPC works through a bidding process, wherein the highest bidder for any particular keyword is given the priority over the others. The ads of the highest bidder would appear prominently on every search result page, thereby increasing the chances of your site getting noticed. Each time a user clicks on your ad, the equivalent amount (predecided) would be deducted from your account. Imagine your site or business being promoted on the front page of every search result on the most popular search engine worldwide – Google.
The defining factor of any pay per click campaign is the amount of investment that goes into it i.e. the amount of money you are willing to put in, in order to promote your site on popular search engines. The cost per click, which is the money you have to pay for every click to your site, depends upon the keyword you want to appear in the search engines for. For example, if you want to advertise for a site in the entertainment niche, the cost per click would be quite less. However if you advertise for high cost keywords such as loans, mortgage, debt elimination, bankruptcy, auto insurance, life insurance etc. you could well possibly end up paying a huge amount of sum.
The efficiency and the effectiveness of any PPC campaign depends upon the marketing strategy, monitoring and analysis of the campaign. The best part of your advertising budget should go into PPC advertising since it guarantees a higher conversion rate over other methods of advertising and hence would result in a better return on investment (ROI). PPC can wonders to your product or services sales but it all depends on the knowledge about the characteristics of each search engine and analysis & supervision of the ongoing campaigns of several other keywords. The chances of your success in search engine marketing rest on your ability to carefully select top performing keywords or phrases and those which convert the most.