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How to Use Pay Per Click Search Engines

December 29, 2008   ·   Pay Per Click (PPC)   ·   73 views   ·    Print This Post

Beginning with GoTo.com (now called overture.com) pay per click (PPC) searches have revolutionized search services on the internet. The most popular PPC is Google Adsense. With PPC, every company can get their site and products in front of more people in less time than normal search engines allow. And every net entrepreneur can test offers in days instead of weeks.

Let’s take a look at the key components of ppc engines for an average business.

1. A website - you need a website that provides a service, product, or information that people want.
2. Keywords - you need to know what terms people are using when they are interested in the types of offer you provide.
3. PPC Account - you need to open an account with a ppc search engine

PPC engines allow you to bid on a keyword or phrase that you believe people would use if they are trying to find the products or services you provide. If you have a high conversion product used by many people (with a good percentage of purchases by those who come to your site) you would probably want to use a broad set of search terms with the goal of getting more traffic. If your product is highly niched or expensive, you would generally only want those who were specifically interested in your product finding you so you would use highly defined search words or phrases. Let’s take a look at an example of both.

For our first product lets choose an internet access company like http://www.speedyco.com

Speedyco.com provides national internet access which is a service used by hundreds of millions of people. They will want to bid on a very broad range of terms associated with dial up service. Here is a basic starting list:

1) isp
2) dial up
3) dial up access
4) website hosting
5) internet access
This is by no means a complete basic list and you will certainly want to brainstorm for core words and phrases associated with your products. Luckily for you there are two really great ways to do this.

1) Your server logs! If you aren’t checking your own server logs you are missing out on the best source of information available. Your logs should tell you where your current traffic is coming from and what search terms they used to find you. That’s hot! So check your logs as your first source for search terms.

2) After you have gleaned all the info you can for free from your server logs it is time to step up and find out what terms you are missing. Wordtracker is THE place to get that job done. For a small fee you can find all the common and all the obscure terms that people use when searching for products and services like yours. And the real gold..the stuff that makes your sales soar are all the obscure terms that nobody else is bidding on but people are searching for!

Now, back to speedyco.com..when they look up the basic terms above here is an example of associated terms that they can use.

isp provider
isp internet service provider
isp service provider
internet service provider isp
cheap isp provider
 nationwide isp provider
internet provider or isp
isp turnkey solution provider
best isp provider
isp provider us
 isp internet provider
isp provider in florida
isp provider package
cheap isp
isp cheap
 cheap internet service provider isp
best cheap isp
a cheap isp
cheap isp service
cheap internet isp
cheap dial up isp
 low cost isp
isp low cost
best low cost isp
local isp
local isp provider
find local isp
isp service
isp internet service provider
isp service provider
 internet service provider isp
nationwide isp service
internet service isp
cheap isp service
 best isp
the best isp
best cheap isp
best isp provider
 isp best
best low cost isp
isp services
  isp internet services
isp services ohio
 virtual isp services
christian isp
christian filtered isp
filtered christian isp
 isp christian
 filtered isp
 find an isp
find an isp address
dialup isp
isp dialup
 isp dialup software
nationwide isp
 isp nationwide
 nationwide isp service
 nationwide isp provider
 nationwide isp internet
 national isp
 isp national
 national isp provider
los angeles isp
 isp los angeles
nation wide isp
texas isp
 isp texas
 rural texas isp
 isp in texas
 isp dallas texas
 isp provider texas
discount isp
  isp discount
 california isp
southern california isp
 isp california
 isp southern california
 isp redding california
 isp in california
 find an isp
 find isp
 find local isp
find a isp
michigan isp
 isp michigan
 isp in michigan
 free isp michigan
 isp s west michigan
isp and michigan

You can see this represnts a very broad set of search terms but they all target the buyer of this type of service. How do we know? Wordtracker said these are the terms people are using right now to find this type of service. Is this a complete list..not even close. This represents about 1/3 of the terms that DialUpNow.com should be using on ppc engines. Remember, the beauty of the PPC’s is that if nobody clicks on your listing to go to your site you don’t pay a penny. The money you deposit to open your account just sits there until somebody finds your search terms and clicks to go to your site. So don’t be afraid of adding thousands of terms as long as the person who is clicking will actually find a product or service that correalates to the term you bid on.

So now you have your website and you have your keywords so you are ready to open up an account with a ppc (or better yet spread your money out and maximize your opportunities by using a few larger engines and a few smaller or niche engines!)

Let’s take a look at the second type of site, a highly niche product. [to be continued]

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