Pay per click and cost per click bid management and fixed placement advertising

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Pay per click management and campaigns - the history

Pay per click or cost per click originates (in the U.K.) from as early as the year 2000. It was, and still is, a simple yet genius idea of giving businesses the opportunity of advertising their business at the top of popular search engines and portals without having to shell out vast sums of money for fixed placement banner advertising. It works by not charging companies for placement, but by extracting a fee for people who actually click on the featured or sponsored listing. The listing would then appear at the top of the search results. As an example, if you wanted to get people through to your site who where looking for investment property, you would bid on the search keyword, investment property. In the initial stages, the minimum you could bid was just five pence. Every time an Internet user searched through a search engine or portal carrying the listing, the ppc listing would appear - free of charge. If that same Internet user then clicked on that listing, originally, it would cost just five pence, minimum. This is now ten pence, minimum, for keyword generated web site visitors. Depending on your business sector, prices have been known to escalate to over twenty five pounds per keyword site visitor.

Who runs the placement?

Virtually all the popular search engine carries the sponsored or featured listing. It is also possible, if you have your own directory or search portal to carry these listings and create incoming revenue from featuring these types of listings. The companies you would need to approach to generate this kind of revenue include 'Google' (commonly known s AdWords), 'Yahoo Search Marketing' - formerly 'Overture', 'Espotting' and 'Mirago' which are widely seen as featured or sponsored listings. The sponsored or featured listings also appear on all the leading search portals including but not exclusive 'Yahoo', 'Wanadoo', 'Ask', 'MSN' and 'Lycos', to name just a few. Although 'MSN' is currently running the 'Yahoo Search Marketing' listings, they are in the process of setting up their own bid management which will be called 'AdCenter'.

How does it work?

Okay, as an example, you are in the replacement window industry. Your competitor, 'Wibbly Wobbly Windows (WWW) is featured or a sponsor at the top of search engines whenever you search for 'double glazing'.

He is the only 'feature' or 'sponsor' site there, so he is paying just ten pence (depending on which engine you are looking at) every time that keyword search is done and his listing is clicked on. Naturally, you want to be above him. The first thing you need to do is find out which pay per click engine is running the 'featured' or 'sponsored' placement. Once you know, you need to open an account with them which is done online.

It is as simple as registering your company details and paying by credit card the opening balance. Once you have done this, you then need to choose which keyword searches you would like to feature for and create your title (the link that clicks through to your site, and a description. You now appear as a feature or sponsor on those keyword results. WWW is bidding ten pence and you want to appear above him.

Quite simply, you set your bid at eleven pence. You now appear above him in the results and pay eleven pence per site visitor. This is where it can expensive. If there are few companies bidding on certain keywords, then the bids increase. This is called a bidding war.

You have bid eleven pence, so WWW bids twelve pence. You want to appear above WWW so you bid thirteen pence. A new company, for arguments sake, we will call 'John Wayne Chuck In A Pain' also wants to be top, so he bids fourteen pence, WWW, fifteen pence, you sixteen pence, and so on and so forth. As you can see, you are not only spending time but not installing new windows - but the cost of web site visitors is spiralling out of control. This is when bid management companies like us come in. We enable you to carry on fitting your windows and also through extensive research, find less competitive keywords to keep your pay per click costs down. Contact us under no obligation for a competitive quote.

What AdMain can offer you

AdMain is now pleased to offer full pay per click or cost per click bid management through the leading ppc or cpc portals and search engines. We can run keyword campaigns by your chosen location or business category.

Whether you opt for fixed placement set to a time scale or a full bid management campaign, AdMain is in a position to run the full campaign for you. A fixed fee can be paid in advance for fixed placement, or tell us your budget and we will run your full campaign, maximising and improving the amount of keyword web site visitors through to your site, for your specified budget. Contact us today for details.