PPC search engines are ok: what about their partners?
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Articles Index >> Search Engine Optimization
PPC search engines are ok: what about their partners?
by Guido Ciapponi
Pay per click search engines are one of the most effective ways to drive targeted customers to your web site. I’m sure you know them already. If you are serious about your internet business (and I’m sure you are), you must consider them for your advertisement campaigns, as they allow you to receive immediately the visitors you need and it’s very easy to calculate your return on investment.
There are literally hundreds of pay per click search engines in operation now; but very few of them will actually deliver you traffic, regardless of their promises. This is a market that has been cornered by a handful of companies and, of course, they are very different one another.
Ppc companies gain their coverage by offering webmasters search boxes/feeds under a revenue share arrangement, i.e where the webmaster will be paid for each search carried out via their site, or for each click a search generates. The best pay per click engines have thousands of affiliate sites in their networks. But it could be a problem for your business.
Ppc search engines don’t accept every web site into their network: of course, they lay down restrictive conditions you must satisfy in order to be accepted. But very often their search partners don’t bring you a good quality traffic. For example, some month ago I have set up a Ppc campaign for one of my customers, I have tracked the results with a professional software and I have noticed that the traffic provided by each search engine was very different one another: in fact the conversion rate could vary from 1.5 sales per 100 visitors to 0.4 sales per 100 visitors depending on the search engines. In particular I have observed that one of this search engines was delivering a lot of traffic (17% of the total) from Poland and Ukraine: I have nothing against polish people, but if my business is targeted to US customers I cannot accept to spend 17% of my budget to reach people I cannot sell my product.
So, to cut a long story short, you must consider Ppc search engines, because they can be very profitable, but always and always track your results in order to maximize your return on investment.
About the Author
Brought to by Guido Ciapponi – Small internet business consultant.
Subscribe to “Small Businesses Grow Up” free ezine – http://smallbusiness.itaseek.com
“Itaseek metasearch engine” – http://www.itaseek.com
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