Google Adwords Training Article

Most people are intimidated by pay-per-click advertising or PPC because they're not sure about how it works. To help you shun any worries that you might have about PPC, let's get started by answering three main questions you might ask: Who needs to pay for PPC? Pay for what? Pay to whom?

Who needs to pay?

Pay-per-click is now the best option for people who would like to promote their website or the products and services that they sell. A person advertising via PPC can be a hotel owner who wants to gain a number of customers, a college student whose part-time job is selling second-hand cars over the Internet, or maybe just a plain blogger who wants to increase the popularity of his website.

Pay for what?

PPC works like the ads that you see in newspapers and magazines in which an advertiser pays the publishing company for every line, column, or page of utilized for the advertisement.

Internet advertising, on the other hand, comes in the form of URLs or links. When advertising links are clicked, the user will be redirected to a landing page that contains information about the advertiser's products or services and the options on how to purchase them. A pay-per-click advertiser does not have to pay for every actual appearance of his product or service name in the online ads. He only has to pay for every user click on the sponsored link.

You don't need to pay for monthly or annual membership payment for a PPC campaign. You only need to pay for two things:

1. Your one-time registration or set-up fee that ranges from $5 to $10 and the amount.


2. The cost for every user click. You will not be charged a cent for this cost unless users click on your ads.

PPC companies usually set a daily maximum spending for user clicks so you won't overspend.

Pay for whom?

You pay for companies that publish your ads in the Internet. The two pay-per-click giants – Google Adwords and Yahoo! Search Marketing - are owned and operated by the two biggest search engines in the Internet. MSN also has Adcenter, while smaller PPC companies include Miva, FindWhat, and 7Search.

To help you bag the best campaign, I'm giving you a few pointers on how to do PPC right:

• Get your campaign ad ready by listing your marketing strategies. Identify your target market and the selling points that set your product apart from others. In this way, you can identify what keywords to bid for with the PPC companies.


• Make a thorough comparison before you decide which company you would like to handle your PPC campaign. The Internet is a good source of information about pay-per-click services. You can also ask other users and experts for advice and recommendations.


• Before you sign up for a PPC program, read the guidelines and policies (usually in fine print).


• Monitor your campaign daily so you can watch out for click frauds. Click frauds are people or automated software that clicks on a competitor's PPC ad in order to deplete the competitor's advertising budget.


• Some PPC companies use anti-fraud strategies and tools, so you might as well think of this feature before signing up for a PPC program. Ask them if they can investigate on fraud cases and compensate you if it turns out valid.