Promotion

Pay Per Click Search Engine Program

Suppose you have a budget of $100 for your Pay-Per-Click campaign. Your site sells poster prints, and the current bid amount for the phrase 'poster prints' is .25 cents. To target your market most effectively within your budget, the solution might be to bid on the phrase 'art poster print' at .05 cents per click-through. Studies indicate that it is more cost-effective to bid for more keywords at a lesser cost than to try to bid for the top positions. To bid for the top three listings you might have to pay, for example, 1.00 for the top position, .99 cents for the number two position or .98 cents for number three, while number four is going for .25 cents or even less. This happens because members generally get used to staying at the top three, always bidding two cents higher, not knowing that the amount they are paying for each click is rising. If you are being successful in sales, then all you worry about is keeping that listing in the top three.

We tracked the performance of our clients' listings, both at the top three as well as those listed in the top ten. In the first few months, we tried to stay in the top three listings, but a monthly analysis indicated that our total average click-through charges were increasing and our actual click-throughs were not. So, we started bidding for more variations of our clients' keywords, not worrying about being in the top three. While only being in the top ten, and bidding less per click for a month, we were happy to see that our average click-through charges drastically decreased and our actual click-throughs increased. These are just a few examples of how intensive and time-consuming keyword-bidding maintenance can be.