PAY PER CLICK ENGINES

There are many pay per click or PPC engines out on the market. They are not the answer to all of your search engine placement dreams. Here's why.

-sponsored listings statistically only get half the click throughs (10-20%) of the top web page listings that placed on their own merits of good site construction & SEO promotion.
-PPC listings traditionally convert sales at about half the rate of the perferred top web site placement listings
-many people automatically skip over the top sponsored listings as they see them as bought service rather than an earned service.

So why bother with PPC engines? Well because they do some things very well.
-they are an excellent way to supplement specific themes that you may want to market that are not the dominant themes on your web site. By example, say you're running a resort and your site theme is built around family vacations in a specific geographic location. Let's say guided fishing is a secondary market on your site but not as prominent in your tags or body text. You place well for the vacation aspect of your resort but you're not doing as well with the guided fishing business. You can create a new site for your guided fishing business, or you can create a gateway page under a different domain or you can PPC bid for a guided fishing phrase targeted to your geographic market/location at a very reasonable cost. Beware though, unmanaged campaigns can be pricey if they're not targeted properly. PPC campaigns require some attention if you're going to see real value. Done properly, as a supplement to your standard site placement, PPC listings are another tool that will separate you from the pack. Unless you're going to take the time to really get into it and keep tabs on your campaign you are better to hire a pro to manage it for you.

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