The Hidden Dangers Of Pay Per Click

Pay Per Click (PPC) marketing is a relatively new technique that offers great potential for increasing online visibility and bringing in traffic to the advertisers content site. It should not be confused with the traditional organic search engine optimization. Pay Per Click is identical to cost per click (CPC), the distinction being that PPC indicates payment based on click-throughs, while CPC signifies the measurement of cost on a per click basis for contracts that are not based on click-throughs. There are two methods for determining cost per click - the flat-rate and bid-based, with the possible value of a click from a source being as the primary consideration in both instances.

Pay Per Click (PPC) marketing provides a myriad of choices to Internet users. It is the positioning of an ad on the search engine results page or content site for a keyword group. This is done for a fee or bid payable when a searcher clicks on the ad spot. The placement of the ad is free, the agreement being that advertisers will pay only the bid amount when a visitor clicks on the ad and is brought in to their websites landing page. The premise is that the frequency of PPC for a specific keyword or phrase is reflective of the effectiveness of the ad and consequently the rank of the site in the paid search result.

In short, the advertiser who bid the highest amount for a keyword is ranked at the top of the PPC results. In the last few months, however, an innovation called "quality score" was introduced by Google AdWords as the determining factor in its listings, with Yahoo! following suit. Pay Per Click (PPC) marketing experts should be updated with the latest trends and developments.

Part of the Pay Per Click (PPC) marketing strategy is to research and choose the right keyword group. When the chosen keywords or phrases are initially registered with the search engine, the advertisers must indicate the maximum Pay Per Click bid they are willing to pay. It follows, therefore, that the higher the advertisers PPC bid is, the higher will their appearance be on the search engine results page.

The market leader in pay per click advertising among search engines is Google AdWords. There are other search engines offering PPC advertising and the most notable are Yahoo!, MSN Live, and Ask. The usual PPC listing on a search engine results page are made up of a title and a brief explanation of the product or service and a link to the advertisers content site. Search engines may or may not evaluate ads that are submitted for listing.