| As we've discussed, targeted traffic is
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| | - You have no control over the results -
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| the lifeblood of any website.
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| | your position is determined by a search
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| And while it is definitely worth
| |
| | engine ranking formula (also known as an
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| optimizing your website for the search
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| | 'algorithm').
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| engines, you're likely to come across the
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| | - You can, however, use legitimate Search
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| following obstacles:
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| | engine optimization (SEO) techniques to
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| 1) It takes time. It will typically take
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| | give yourself a better chance of getting
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| at least a couple of months before your
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| | a good position (refer to search engine
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| website starts showing up in the search
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| | optimization).
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| engines.
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| | Sponsored Results (also know as 'Paid
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| 2) The top positions in any search engine
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| | Results')
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| can be very competitive. This means when
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| | The second type of result is Sponsored
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| your site does get listed, you'll usually
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| | Results.
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| start off lower down the list of search
| |
| | The characteristics of sponsored results
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| results.
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| | are:
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| This is where Pay-Per-Click (PPC)
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| | - Listings are paid for by advertisers.
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| advertising can be a real life saver.
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| | - Listings appear at the top of the page
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| Pay-Per-Click advertising is the fastest
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| | and along the right hand side of the
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| way to start driving quality traffic to
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| | screen.
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| your website.
| |
| | - Unlike natural search results, you get
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| What is Pay-Per-Click Advertising?
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| | to specify your ad description and the
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| A commonly asked question about the
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| | keywords that make your ad appear.
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| Internet is:
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| | Differences Between Sponsored and Natural
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| 'How do Search Engines make money?'
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| | Results
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| The answer is simple - search engines
| |
| | 1. Fast set-up
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| make their money by selling advertising
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| | Sponsored results can be set-up
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| space to website owners.
| |
| | immediately, whereas natural results
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| This type of advertising is known as
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| | often take months to show a new site
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| 'Pay-Per-Click' and it is a very
| |
| | listing.
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| effective and affordable form of
| |
| | 2. You have total control over your ads
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| promotion.
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| | You control the appearance of your ad,
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| The concept of Pay-Per-Click (also known
| |
| | what position it appears in and how often
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| as 'pay-per-performance' or 'paid
| |
| | it is displayed to web surfers.
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| search') is based around the simple
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| | Once you have your ad up and running, you
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| concept of matching buyers with sellers.
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| | are free to update it whenever your want.
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| How does Pay-Per-Click Work?
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| | This differs from the natural search
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| When someone types in a keyword or
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| | results where you have no control over
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| keyword phrase into a search engine, they
| |
| | your listing or its position.
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| receive two kinds of results; Natural
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| | 3. You choose the keywords that your ad
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| Results and Sponsored Results.
| |
| | will appear for
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| Search engine optimization focuses on
| |
| | Sponsored results allow you to specify
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| improving your ranking in the natural
| |
| | exactly which keywords your ad will
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| results. Pay-Per-Click advertising
| |
| | appear for. You can also specify which
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| focuses on the sponsored results area.
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| | keywords you do not want your ad to
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| Natural Results (also know as 'Organic
| |
| | appear for.
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| Results')
| |
| | For example, if you sold Harley Davidson
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| Natural results are free listings which
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| | motorbikes then you'd want you ad to show
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| are generated from the search engine's
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| | up for searches related to 'Harleys' or
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| database. They are also sometimes
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| | 'Harley Bikes'.
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| referred to as 'organic results'.
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| | At the same time, you wouldn't want your
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| The characteristics of natural results
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| | ad to show up for other searches that
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| are:
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| | include the word 'bike' like 'mountain
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| - Listings are free. Website owners don't
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| | bikes' or 'racing bikes'.
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| pay to be listed in the natural results.
| |
| | 4. You determine how much you are willing
|
| - There are often millions of results for
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| | to spend
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| each topic, but most web surfers don't go
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| | Pay-Per-Click advertising allows you to
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| past the first 30 results.
| |
| | specify exactly what you're willing to
|
| - With popular search terms the
| |
| | spend on a daily basis. Generally, the
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| competition can be fiercely aggressive
| |
| | higher you bid, the higher your ad will
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| for the top positions.
| |
| | appear on the page.
|
