smallbusiness.co.uk: Helping your business think big

With thousands of search engines, portals, directories and destination sites, where do you start? This is where pay-per-click advertising comes into play.

Pay-per-click advertising can give you access to a vast targeted distribution network, so you don’t need to go to each individual website to strike separate deals. You only need to deal with one pay-per-click provider.

According to Espotting, pay-per-click represents the simplest method of getting to the top of the major search engines in a way that is not only cost-effective but also accountable.

Pay-per-click advertising enables you to target consumers who are looking for your products and services. But it has an added strength – you only ever pay for the users who visit your website.

This means that you can efficiently monitor your advertising spend by targeting keywords that will generate new sales, whilst still bidding high enough to stay at number one or two in the listings, ensuring you get a good return on investment through pay-per-click advertising.

You can set up a pay-per-click account within minutes with a credit card. The cost of keywords does depend on how many other companies are bidding for it, but you can expect to pay anything from 5p to Ł10 each time a user clicks through to your website. You can specify how much you are willing to pay. The way it works is simple. The highest bidder for a keyword or particular phrase appears first, with the second bidder after, and so on.

(18/11/04)

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