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Beginner’s Track: Paid SearchWhat is it? Paid Search, sometimes called Pay-Per-Click or PPC advertising, is a web marketing strategy that involves companies paying search engines for listings by bidding on a desired position on the engine for a particular key phrase. The search engine hosting the listing gets paid every time a visitor clicks on your ad and goes to your website. There are hundreds of search engines that offer Paid Search, most are general engines, but some are industry specific. The most well known engines offering Paid Search are Yahoo!, Google, and MSN. Paid listings for these engines appear at the beginning of the regular search list, highlighted with a different color background than regular listings. Then those listings continue along the right side of the page. Why get involved? Advertising in Pay-Per-Click (PPC) engines is an essential part of an overall web marketing strategy because these PPC engines deliver exactly what you want: traffic to your site. Using PPC as part of your web marketing strategy has many advantages. You pay for exactly the amount of traffic you get; it is quick to take effect and it allows new business to emerge in competitive fields. On the downside, when you stop paying the traffic stops. There are a huge number of PPC engines, but the approach to crafting ads and setting up accounts remains the same. How do I start? To appear for key phrase listings in Yahoo! and MSN, you set up a PPC account with a search engine called Yahoo! Search Marketing (http://searchmarketing.yahoo.com/). To set up a PPC account with Google, go to https://adwords.google.com/. Before proceeding with setup you’ll want to do key phrase research, write targeted ads for each chosen phrase, choose destination urls, choose a budget and a credit card for payment, and decide how you want to maintain the account and track conversions. Click here for more in-depth Paid Search information. | ||||||
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