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Tips for a Pay-Per-Click Search Engine Campaign

The following tips will help in accomplishing a successful pay-per-click search engine campaign. Pay-per-click search engines are much like auctions – they allow you to bid for top ranking positions under keywords of your choice. For each visitor who searches the keyword(s) you rank under and then clicks through to your web site, you pay whatever you bid. Prices typically range from 1 cent to a few dollars. Two of the most popular pay-per-click programs are Overture (http://www.overture.com) and Google AdWords (http://www.google.com/ads).

1. Bid on Low-Cost Variations and Common Misspellings

Frequently, you will see businesses bidding as much as $5.00 a click for popular keywords -- while no one is bidding on common misspellings and similar keywords that cost just pennies per click. Use Wordtracker (http://www.wordtracker.com) to locate keywords that relate to your business and are frequently searched by your market.

2. Bid on Highly Targeted Phrases with Less Traffic

Rather than bid on a handful of "general" keywords, which tend to be more expensive because they get the highest number of searches, bid on highly "targeted" keywords, which tend to be cheap. You'll see better sales conversions on the more targeted keywords because they attract more qualified buyers. Another benefit of this strategy is that you can direct these qualified visitors to a page that gives them exactly what they're looking for.

3. Bid on Keywords in the Lessor-known Pay-Per-Click Search Engines

Overture and Google are the industry leaders, but some of the smaller pay-per-click search engines are worth checking out as well. Some of the most popular ones are:

Findwhat (http://www.findwhat.com)
Kanoodle (http://www.kanoodle.com)
Enhance Interactive (http://www.enhance.com)
LookSmart (http://www.looksmart.com)

4. Create Separate Ads for each Product or Service

This is an extremely effective strategy, but very few businesses are using it: Write ads specific to each keyword and phrase you bid on.

These customized ads will attract more attention (and clicks!) from qualified buyers. And of course, you'll be able to convert more of these visitors to buyers if you direct them to a page on your site with the exact product or service they're searching for.

5. Get Listed in Relevant Specialty Search Engines

Did you know that there are specialty pay-per-click search engines that target different markets -- like brides, pet owners, antique collectors, car owners, etc.? Check out http://www.PayPerClickSearchEngines.com to see if there are any relevant to your business/industry that might be worth getting listed in.

Give us a call at 401-454-1487, and we can help you identify a search engine marketing campaign that will support your own set of business goals.

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