Pay Per Click Advertising FAQ

What is Pay Per Click adveritising?

Pay Per Click (PPC) advertising is displaying advertisements for your company on the search engine results of the major search engines. When someone clicks on your ad, you pay a certain amount for that click. The price of these bids vary according the popularity of the term and how many people are bidding for the same term.

Who do you recommend for Pay Per Click advertising services?

We like to use Google Adwords and Yahoo! Search (formerly Overture). They are easy to use for newcomers and can give you good results when used properly.

What are the main things I should do to succed in Pay Per Click advertising?

The best thing you can do is set up Conversion Tracking. This allows you to know if your keywords are getting you results. This takes some simple setting up. You should have a contact form on your site and a distinct landing page after someone fills out a form, like a "Thank You" page. The PPC services provide you with a piece of code that you put on your Thank You page. When someone clicks on your ad, goes to your site, and fills out a contact form, it tells the PPC service that you got a lead or sale as a result of the PPC ad. You will see the results of this in your account.

Can I set a budget on how much I will spend over a certain period?

Yes. All of the major services allow you to designate how much you spend on a daily basis. This will help you control your budget.

How does pay-per-click differ from regular, "organic" search engine results?

Pay-per-click (PPC) search marketing allows you to pay for top rankings in the search results. The regular or organic listings are usually positioned below the pay-per-click sponsored listings. Pay-per-click allows you to achieve top rankings immediately. Achieving top rankings in the organic listings takes several months and is often difficult to achieve, depending on the keyword phrase and the competition. Top rankings for both pay-per-click and organic listings work together to deliver targeted leads for your company.

How do I know if pay-per-click is right for my company?

Pay-per-click marketing can be an effective tool for your company if your web site is found, or is not found in the organic listings. If your site is not found currently, a pay-per-click program enables you to get top rankings immediately and benefit from targeted traffic right away. You can also test out web site conversion tactics in a controlled environment by analyzing the actions of the visitors from specific keywords once they arrive on your site from a pay-per-click program. If your site is found in the organic listings, having your site listed again in the pay-per-click listing can give you a competitive edge.

Why do I need a pay-per-click management company to handle my account when I can deal with Overture™ and Google™ directly?

There's a lot more involved than simply choosing a few keywords and funding your Google™ or Overture™ account. Choosing the right keywords is the first step, but you must also attract the right visitors by using effective titles and descriptions, create a content rich environment for your visitors to land on, manage the ever-changing bid process, and track your results to determine ROI. This is where Upright can help you.

How many people on the Internet might see my pay-per-click listings?

You can use a Keyword Evaluator to get an idea of how many users typed your specific keyword phrases in Overture™ and its affiliates in the last month.

How long will it take for my listings to go online?

Once your pay-per-click account is set up in Google™ or Overture™, your terms will generally go live within three business days, usually sooner. Prior to that you must choose the proper keywords, set a budget, develop titles and descriptions and create the proper landing environment. This can take time, depending on the number of keywords, but Upright can manage this entire process for you.

What happens if someone keeps clicking on my listing?

Both Google™ and Overture™ have click protection systems that monitor click activity. Comprised of very sophisticated click review software, these systems work to prevent unqualified clicks from being charged to advertisers by using a variety of proprietary techniques to review clicks on a near real-time basis.

How do I determine a return on my pay-per-click investment?

Venturewide has developed partnership with a tracking software company named Click Tracks that monitors every visitor coming to your web site as a result of your pay-per-click program and tracks them through your site. Each keyword term will be setup as an individual source, so you can measure not only visits, but actions and conversions as well.

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