Beginner's Guide To Pay Per Click Search Engines:
By Kalena Jordan ©
Pay per click (PPC) advertising via search engines has become extremely popular with businesses of all sizes, due to the booming search market and the massive growth in online sales over the past few years.
According to ComScore Networks http://www.comscore.com/, online consumer spending for the
2004/5 financial year is expected to top USD 66 billion dollars, up 25% on the
previous year. That's right, 66 BILLION dollars! A large chunk of that
expenditure will come from leads generated via pay per click search
If you've been thinking about trying out PPC engines but are
confused about the different models available and the costs involved, this
article will shed some light. I will also explain the newly launched PPC
products offered by Yahoo! Search Marketing (formerly operating under the
Below is a current list of the most popular pay for
performance search engine advertising models:
. Yahoo! Sponsored Search
Pay Per Click
. Yahoo! Content Match Pay Per Click
Local Sponsored Search Pay Per Click
. Yahoo! Search Submit Express -
. Yahoo! Search Submit Pro - Hybrid Paid Inclusion / Pay Per
. Google AdWords - Pay Per Click
. Google AdSense Pay Per
Click affiliate program
. Looksmart LookListings - Pay Per Click
will find that some of these will provide better results than others. I'm not
going to recommend one over another here because results vary widely and really
depend on your site content, your market and your budget. But below is a brief
description of each product offering and the minimum cost
Yahoo! Sponsored SearchT
Yahoo! Sponsored Search
is the new name for what was recently called Overture Precision Match. Sponsored
Search prominently displays your business in search results on some of the top
U.S. search properties.
With Sponsored Search, you set the price you're
willing to pay for each customer who clicks on your listing.
create a keyword campaign and your bid buys their "premium listings" (top 3
positions) for particular keywords or search phrases, your bid buys you top
listings on Yahoo's partner sites
MSN, AltaVista, InfoSpace, Excite, AllTheWeb and a range of news and
content portals, such as CNN).
For example, go to AllTheWeb at http://www.alltheweb.com and
type in a search for "used cars". Take note of the top 3 spots. Now go to
MSN Search at http://search.msn.com/ and type in a search for "used cars".
You'll see that the "Sponsored Sites" listings in the green box at the top
(and/or the text ads to the right) contain the same top 3 listings from
AllTheWeb. The regular MSN directory listings follow underneath the green
box. So basically, purchasing PPC listings on Yahoo! can give you top billing
other major search engines too.
For a monthly fee, listings can be
automatically monitored using the Yahoo! Search Optimizer http://searchmarketing.yahoo.com/mt/so.php?tile=1 to ensure
bid amounts are consistent to attain target positions without going over budget.
Volume levels are determined by your budget, as you only pay for the traffic
How much you pay depends on the keyword or phrase you are
bidding on and what position you want to purchase. Each account has a USD20
minimum monthly spend and a USD30 non-refundable initial deposit is required
open the account (which is applied to click-throughs). There is a minimum bid
requirement of USD 0.10 per click through and you pay the bid price EACH TIME
somebody clicks your ad from Yahoo! and their partner listings.
large traffic numbers driven to your site via Yahoo! Sponsored Search, the
costs of keyword bid campaigns can quickly add up, so I highly recommend deciding
total budget so that you can develop a cost effective keyword bid allocation
and maintenance plan combining both premium (top 3) and other listings.
Yahoo! provides detailed reporting tools to help you track the
performance of the PPC campaign and traffic generated. Yahoo! also offers a
special Keyword Selector Tool http://inventory.overture.com/d/searchinventory/suggestion/ to
assist in the selection of your keywords, a View Bids Tool http://uv.bidtool.overture.com/d/search/tools/bidtool/, where
you can see the current maximum bids and listings for the top 3 advertisers
any search term, a PPC ROI Calculator http://searchmarketing.yahoo.com/rc/srch/tools/roic.php and
a CPM ROI Calculator http://searchmarketing.yahoo.com/rc/srch/tools/roasc.php.
Yahoo! offers two sign-up plans, Fast TrackT http://searchmarketing.yahoo.com/srch/choose.php? or Self
Serve, giving you the choice of expert assistance or starting out on your
own. With Fast TrackT, Yahoo! experts research your website and recommend effective
search terms based on the content of your site and Yahoo!'s editorial
guidelines. They also create customized ad titles and descriptions based on
those search terms. Fast TrackT has a one time service fee of USD199, while
Self Serve is free.
For more information on Yahoo! Sponsored Search, Click
Content Match works on the same principle Yahoo! Sponsored
Search, but offers advertisers access to more targeted customers on a
pay-per-click basis by displaying their site listings alongside related
articles, product reviews and other information on the Content Match partner
This network includes sites like Yahoo!, MSN.com, CNN.com and
ESPN.com. Yahoo! Content Match complements Sponsored SearchT while offering
Yahoo! Content MatchT works like this:
you sign up for Sponsored Search, your Yahoo! account will be set up to
automatically receive Content Match traffic, and your listings are automatically
re-purposed for Content Match.
2) When a web user goes to a Yahoo! and
views content pages (such as articles), Yahoo! provides one or more relevant ad
listings on the same page.
3) Users may also be targeted based on their
interests and actions. For example, a user who demonstrates an interest in
photography-related topics on one site may be provided with photography-related
Content Match listings on that site or on other Content Match publisher sites
such as CNN and ESPN.
4) Minimum bids start at USD 0.10, and you pay
only when a user clicks on your listing.
5) You can manage and track the
performance of your Content Match listings from the "Manage Content Match" pages
in your Sponsored Search Account once you have completed the Sponsored Search
advertiser sign-up process.
6) Separate campaign management, including
bidding, ad listing and tracking, lets you adjust your bids and measure
performance independent of Sponsored Search to achieve maximum ROI.
You can control your advertising spend across your Content Match campaigns with
Yahoo!'s Budgeting feature.
For more information on Yahoo! Content
Match, Click Here: http://searchmarketing.yahoo.com/srch/cm.php.
Local Sponsored SearchT
Yahoo! also offers a regionally-focused
pay-per-click advertising option. Yahoo! Local Sponsored SearchT enables both
online and offline businesses to potentially increase sales by precisely
targeting customers in a specific geographic region.
Search works best for businesses that are targeting customers in their
neighborhood seeking to purchase local products and services via a web site or
physical store location.
Local Sponsored Search features a Locator page,
which provides prospects with information about your business, including
address, phone number, store hours and a map of your location. In addition, if
your business has a Web site, your main Web page will be displayed along with
the Locator page.
Yahoo! Local Sponsored SearchT works like
1) You select keywords you wish to bid on that best describe your
business, products or services. Write listings and choose a geographic range
(0.5 to 100 mile radius around your location) from which you want to draw
2) When a customer interested in your area goes to a search
site such as Yahoo! and searches for a product or service you sell, your listing
3) When the customer clicks on your listing, they see your
Locator page and a link to your Web site, if you have a site.
like your Yahoo! Local Sponsored SearchT listing, you only pay your bidded
amount when a customer clicks on your listing and there is no monthly
For more information on Yahoo! Local Sponsored SearchT, Click
Yahoo Search Submit ExpressT
Through Search Submit Express
you can submit one or more web pages for consideration to appear in the
algorithmic search results powered by the Yahoo! search engine. This is what is
known in the search industry as a paid inclusion model.
Express offers a single point of submission for your web pages into Yahoo!,
AltaVista, AllTheWeb, and other search portals.
If you have content that
has just changed or is updated frequently (such as pricing information or
product items), Search Submit Express ensures the most up-to-date content is
available to search users by refreshing your URLs every 48 hours.
program provides detailed reporting and data designed to help you improve your
pages, optimize program performance and generate more leads.
Submit Express works like this:
1) Submit your URLs for review and pay an
annual fee for quality review of your submitted pages. Make sure your pages
follow Yahoo's Quality Guidelines: http://searchmarketing.yahoo.com/srchsb/sse_gl.php.
Once reviewed and accepted into the program, your pages are added to a database
of sites that powers search results for major web portals such as Yahoo!, Alta
Vista, AlltheWeb and others.
3) Submitted URLs are presented in search
results based on relevance to search terms.
4) When a user clicks your
Search Submit Express listing in search results, you pay a cost-per-click fee
for that lead. You must maintain a positive balance in your account for your
pages to remain active in the program.
5) Your URLs are refreshed
(re-crawled) every 48 hours to ensure that the most up-to-date content is
available to search users.
6) At the end of one year, you can renew your
annual subscription or let it lapse.
Submissions to Search Submit Express
consist of a review fee and a CPC (Cost per click) component. Billing, reporting
and account management for Search Submit Express listings is provided by Yahoo!
or one of their reseller partners.
Search Submit Express annual review
fees consist of:
Price Structure (effective 30 April 05)
per domain (USD):
1st URL $49.00 each
URLs 2-10 $29.00 each
11-1,000 $10.00 each
In addition to the review fee, there is also a per
click fee of either $0.15 or $0.30, depending on the category of the content.
The complete list of categories is listed here: http://searchmarketing.yahoo.com/srchsb/sse_pr.php.
more information on Search Submit Express, Click Here: http://searchmarketing.yahoo.com/srchsb/sse_hiw.php.
Search Submit ProT
Yahoo! Search Submit Pro is the same paid
inclusion program as Search Submit Express, but with more features for larger
advertisers. Search Submit Pro is designed for companies wanting to submit Web
pages that might otherwise be excluded from algorithmic search results (as long
as they still meet Yahoo's Content Quality Guidelines). Examples include sites
that require cookies or session IDs, sites with Flash content and information
stored in content management systems, or sites that aren't well crawled because
of Web site design.
Search Submit Pro is typically for customers with
search marketing budgets of USD 5,000 per month or more, or advertisers who
submit more than 1,000 Web pages to the program. A dedicated account manager is
available to answer any questions, provide technical support, and help you
manage your Search Submit Pro program.
Search Submit Pro lets you create
titles and descriptions that are displayed as algorithmic search result
listings. The program can automatically generate result listings that best match
user queries. You can update the information frequently, independent of changes
to your Web site. Search Submit Pro works like this:
1) You provide an
XML feed of your URLs.
2) Once reviewed and accepted into the program,
your pages are added to a database of sites that powers search results for major
web portals such as Yahoo!, Alta Vista, AlltheWeb and others.
Internet users visit the Search Submit Pro partner sites and enter keyword
searches, your listings may appear within the search results based on their
relevance to the user's search request.
4) Your URLs are refreshed
(re-crawled) every 48 hours to ensure that the most up-to-date content is
available to search users.
Pricing for Search Submit Pro is based on
cost per click - customers are charged each time a user clicks on one of the
customer's search listings. The specific cost is based on the type and category
of content provided for inclusion in the algorithmic search results and is
obtainable from a Yahoo! Account Manager.
For more information on Search
Submit Pro, Click Here: http://searchmarketing.yahoo.com/srchsb/ssp.php?.
Part 2 of this article, we will look at the remaining pay for performance
search engine models on our list, starting with Google AdWords. Read Part
|Article by Kalena
Jordan, one of the first search engine optimization experts in Australia, who is
well known and respected in the industry, particularly in the U.S. As well as
running her own SEO business Web Rank www.webrank.biz, Kalena manages Search Engine College www.searchenginecollege.com, an online training institution
offering instructor-led short courses and downloadable self-study courses in
Search Engine Optimization and Search Engine Marketing subjects.