days, most search engines and directories have a Pay For Performance (PFP) or
Pay Per Click (PPC) element to them. These paid services are a way of
promoting your site by paying for the extra exposure, rather than relying
solely on your site's search engine ranking as determined by the search engine
compatibility of your site design.
extra exposure can include having your site listed above the normal search
listings under "sponsored matches" or "featured listings",
or via specially designed text ads that display when your target keywords or
phrases are searched on. For companies that don't have search engine
compatible sites, or that don't have the time or budget to implement a
traditional search engine optimization campaign to obtain high rankings, PPC
and PPC options can be a good solution to increasing site traffic, quickly.
These options are also an excellent choice when used in combination with a
search engine optimization campaign to achieve maximum exposure and larger
is an outline of the most popular Pay For Performance models:
- Pay Per Click
AdWords - Pay Per Click
LookListings Small Business - Pay Per
If you plan on using pay per click advertising services, consider investing in pay per click bid management software to help manage your PPC campaigns.
BidRank Pay Per Click PPC Bid Management Software
Reference Coupon Code WR007
for 5% off of your purchase!
Pay Per Click (Recommended)
you create a keyword campaign on Overture (previously known as GoTo) and you
buy their "premium listings" (positions 1, 2 or 3) for particular
keywords or search phrases, your bid buys you top listings on Overture's
partner sites (Yahoo, MSN, AOL, Lycos, Infospace, HotBot & Netscape).
example, go to Overture and
type in a
search for wine
Take note of the top 3 spots and how much they have bid to be there. Now go to
and type in a
search for wine
You'll see that below the "Featured Sites", the next three listings are "Sponsored Listings" -
these are the same top 3 paid listings from Overture. The regular MSN
directory listings follow underneath. So basically, purchasing Premium
listings on Overture can give you top billing on other major search engines
would be monitored by Web Rank, using approved software to ensure bid amounts
were consistent to attain target positions without going over budget. Volume
levels are determined by your budget, as you only pay for the traffic
Expand your reach to 75% of all Internet's users compared to the 40%
reach of their Classic Listings (positions 4-240).
Put your listings on the highest quality, most-frequently visited sites
on the Web.
Traffic: Receive an
average of twice as many quality clicks per month from Premium Listings
compared to their Classic Listings.
yourself as the #1 search listing on great sites across the Web.
List your site once and manage just one account to be seen on the Web's
most popular sites.
much you pay depends on the keyword or phrase you are bidding on and what
position you want to purchase. Each
account has a USD 20 minimum monthly spend and there is a USD 50 deposit
required to open the account (gets credited towards your keyword bids). There
is a minimum bid requirement of USD 0.05 per click through. You pay the bid
price EACH TIME somebody clicks through to your site from the Overture and
the large traffic numbers driven to your site via Premium Listings, the
costs of keyword bid campaigns can quickly add up, so we highly recommend
deciding on a total budget so that we can develop a cost effective keyword bid
allocation and maintenance plan combining both premium and classic listings.
We strongly recommend a minimum keyword spend of USD 300 per month to achieve
the best results. Monthly reports would be provided to help you track the
performance of the PPC campaign and traffic generated.
Click Here for Our Overture Pay Per
Info: www.overture.com (choose the
Pay For Performance link).
Rank have used Overture for our own web sites and client sites with mixed
results. While the traffic for popular terms is very high with Premium
listings, the click thru's can quickly add up, costing a lot of money per
month. Choosing cheaper keywords and phrases that are still commonly searched
on is the best strategy. Web Rank recommends that if you are thinking of using
Overture, establish a short term keyword campaign and conduct thorough
research using WordTracker
or a similar keyword research tool beforehand to see which terms are the most
popular but the cheapest (most cost effective overall)].
AdWords Pay Per Click (Recommended)
Select combines all the features of AdWords with cost-per-click (CPC) pricing.
cost-per-click (CPC) pricing, you pay only when a customer clicks on your ad,
regardless of how many times it's shown. Google
adjusts your bids automatically to keep you ahead of your competition at the
lowest possible price.
AdWords, Google AdWords Select gives web site owners the ability to
promote their site when particular keyword or key phrase searches are
conducted at Google. Your ads appear on the right side of results pages in a
green “call out” box under the heading “Sponsored Links”. Your AdWords
text ads appear on search result pages for the keywords you buy, and can be
targeted by language and country. So, to reach collectors of tin toys you
might buy the keywords "toy collector," "tin toys," etc.
AdWords, the pricing of Adwords Select is based on the amount you are prepared
to bid for your keyword or phrase and the overall cost is determined by the
number of click-thru’s your ad achieves (regardless of the number of
impressions served). Google positions your ad based on how many users click on
it over time. Google
will automatically disable any keywords with less than 0.5% click-thru rates.
Web Rank would take your list of preferred search terms and create a range of
text ads to promote your site with. Over time, only the most successful ads
would be retained (those with the highest click-thru rate).
Click Here for Our Google AdWords Pay Per Click Pricing
Rank have used Google AdWords Select for our own web sites and client sites
with good results. Because your ad is shown every time there is a matching
search, but you only pay when someone clicks your ad, you achieve a lot of
“free” impressions. By being constantly associated with certain search
terms, this type of campaign can cost-effectively contribute to your site’s
branding power. In our opinion, it is well worth giving Google AdWords Select
LookListings Small Business (Not Recommended)
have taken the recent and highly criticized step of transforming themselves
from a Paid Directory model to a Pay For Performance model, removing their
Express Submit directory submission service in the process. You now must pay a
set up fee and pay again when visitors click on your listing, rather than pay
for once for a site review when submitting your site. The "relevancy
keywords", title and description chosen during the set up of your listing
now determine when your site appears for searches. There is no free submission option to Looksmart
the only way to get your site into their directory is to either pay for their Small
Business Listings or submit your site via the Zeal
directory (for non-profit sites only). Currently,
these changes apply to Looksmart.com only, not regional directory versions.
Existing Looksmart Express Submit customers have had their sites automatically
transferred to Small Business Listings. This
means that although existing customers paid a "One Time Fee" of $199
or $299 for a site listing with no set expiry period, they are now only
entitled to $300 worth of free clicks at the maximum rate of 100 clicks per
month (meaning, unless you pay more money, your site will be only be listed in
Looksmart for the next 20 months).
are disappointed by this development and believe it represents poor
value for money.
those new to Looksmart, Small Business Listings set up includes:
Create Your Listing
for a Set Up Fee of USD 49 which includes:
- site description & title
- "relevancy keywords"
- directory category
Set Your Monthly Budget:
set your maximum monthly budget
- set your maximum click rates for each URL
- your account is debited USD 0.15 per click thru
- minimum USD 150 account deposit
- automatic monthly account refills (from your nominated credit card)
- adjust your budget
- update description, title and relevancy keywords
- bids monitored automatically
In our opinion, this service does NOT represent value for money.
Here for Our Looksmart LookListings Small Business Pricing
Rank used to use LookSmart for our own site and
other clients, with excellent results. However, because we feel Looksmart's
latest move towards PPC has isolated and mislead existing clients, we no
longer recommend their services to our clients.]
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