Types of Pay Per Click Programs
Pay-per-click programs are not all created equal. When you think of PPC programs, you probably think of keyword marketing bidding on a keyword to determine where your site will be placed in search results. And that’s an accurate description of PPC marketing programs as they apply to keywords. However, there are two other types of PPC programs, as well. And you may find that targeting a different category of PPC marketing is more effective than simply targeting keyword PPC programs.
Keyword pay-per-click programs:
Keyword PPC programs are the most common type of PPC programs. They are also the type this book focuses on most often. As known, keyword PPC programs are about bidding on keywords associated with your site. The amount that you’re willing to bid determines the placement of your site in search engine results.
In keyword PPC, the keywords used can be any word or phrase that might apply to your site. However, remember that some of the most common keywords have the highest competition for top spot, so it’s not always advisable to assume that the broadest term is the best one. If you’re in a specialized type of business, a broader term might be more effective, but as a rule of thumb, the more narrowly focused your keywords are, the better results you are likely to have with them.
Search PPC marketing programs such as those offered by vendors like Google.com, Yahoo.com, Search Marketing, and MSN.com are some of the most well-known PPC programs.
Product pay-per-click programs
You can think of product pay-per-click programs as online comparison shopping engines or price comparison engines. A product PPC program focuses specifically on products, so you bid on placement for your product advertisements.
The requirements for using a product PPC program are a little different from keyword PPC programs, however. With a product PPC, you must provide a feed, think of it as a regularly updated pricelist for your products, to the search engine. Then, when users search for a product your links are given prominence, depending on the amount you have bid for placement. However, users can freely display those product listings returned by the search engine in the order or price from lowest to highest if that is their preference. This means that your product may get good placement initially, but if it’s not the lowest-priced product in that category, it’s not guaranteed that your placement results will stay in front of potential visitors.
Some of these product PPC programs include Shopping.com, NexTag, Pricegrabber.com, and Shopzilla.com.
Service pay-per-click programs
When users search for a service of any type, such as travel reservations, they are likely to use search engines related specifically to that type of service. For example, a user searching for the best price for hotel reservations in Orlando, Florida, might go to TripAdvisor.com. Advertisers, in this case hotel chains, can choose to pay for their rank in the search results using a service PPC program.
Service PPC programs are similar to product PPC programs with the only difference being the type of product or service that is offered. Product PPC programs are more focused on e-commerce products, whereas service PPC programs are focused on businesses that have a specific service to offer.
Service PPC programs also require an RSS feed, and even some of the same attribute listings as product PPC programs. Some of the service PPC programs you might be familiar with are SideStep.com and TripAdvisor.com.
Source : Search Engine Optimization Bible by Wiley
Pay-per-click programs are not all created equal. When you think of PPC programs, you probably think of keyword marketing bidding on a keyword to determine where your site will be placed in search results. And that’s an accurate description of PPC marketing programs as they apply to keywords. However, there are two other types of PPC programs, as well. And you may find that targeting a different category of PPC marketing is more effective than simply targeting keyword PPC programs.
Keyword pay-per-click programs:Keyword PPC programs are the most common type of PPC programs. They are also the type this book focuses on most often. As known, keyword PPC programs are about bidding on keywords associated with your site. The amount that you’re willing to bid determines the placement of your site in search engine results.
In keyword PPC, the keywords used can be any word or phrase that might apply to your site. However, remember that some of the most common keywords have the highest competition for top spot, so it’s not always advisable to assume that the broadest term is the best one. If you’re in a specialized type of business, a broader term might be more effective, but as a rule of thumb, the more narrowly focused your keywords are, the better results you are likely to have with them.
Search PPC marketing programs such as those offered by vendors like Google.com, Yahoo.com, Search Marketing, and MSN.com are some of the most well-known PPC programs.
Product pay-per-click programs
You can think of product pay-per-click programs as online comparison shopping engines or price comparison engines. A product PPC program focuses specifically on products, so you bid on placement for your product advertisements.
The requirements for using a product PPC program are a little different from keyword PPC programs, however. With a product PPC, you must provide a feed, think of it as a regularly updated pricelist for your products, to the search engine. Then, when users search for a product your links are given prominence, depending on the amount you have bid for placement. However, users can freely display those product listings returned by the search engine in the order or price from lowest to highest if that is their preference. This means that your product may get good placement initially, but if it’s not the lowest-priced product in that category, it’s not guaranteed that your placement results will stay in front of potential visitors.
Some of these product PPC programs include Shopping.com, NexTag, Pricegrabber.com, and Shopzilla.com.
Service pay-per-click programs
When users search for a service of any type, such as travel reservations, they are likely to use search engines related specifically to that type of service. For example, a user searching for the best price for hotel reservations in Orlando, Florida, might go to TripAdvisor.com. Advertisers, in this case hotel chains, can choose to pay for their rank in the search results using a service PPC program.
Service PPC programs are similar to product PPC programs with the only difference being the type of product or service that is offered. Product PPC programs are more focused on e-commerce products, whereas service PPC programs are focused on businesses that have a specific service to offer.
Service PPC programs also require an RSS feed, and even some of the same attribute listings as product PPC programs. Some of the service PPC programs you might be familiar with are SideStep.com and TripAdvisor.com.
Source : Search Engine Optimization Bible by Wiley
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