With the growth PPC advertising has seen in the last few
years, additional services have appeared to help
advertisers simply the management of different PPC ad
programs.
There are other PPC advertising programs
available today such as Business.com, Enhance Interactive,
e-Pilot, Kanoodle, e-spotting, ePilot and Search123.
Overture has programs for many different countries.
Shopping Search Engines
Shopping search engines have become popular
destinations for consumers. Most, with the exception of
Froogle charge a price per click-through from their
search function. Yahoo's Product Submit charges from 20
cents to 50 cents per click. You'll have to create and
upload a list of your products, called a product feed. If
you sell products, this is one of the most valuable
locations to sell.
Shopping.com also has a merchant program. It charges
any where from fifteen cents to a dollar per click. This
site also offers good exposure to product shoppers.
Bizrate offers a variation on the fixed bidding scheme of
the other shopping search engines by allowing merchants to
bid on top rankings.
In Europe, Kelkoo comparison shopping search engine has
a strong market share, which is why it was purchased by
Yahoo. You can bid on top placement for your products and
appear across European from Sweden to Italy.
PPC Bid Management
If you use all of the available pay per click
advertising programs, it can become a headache to manage
your bids without spending all of your time. There are
services that can add greater functionality for your
AdWords and Overture campaigns, allowing you to do things
they don't offer.
Two companies lead the way in,
PPC bid management programs. Atlas One Point provides
an all-in-one interface for managing PPC bids. Formerly
called Go Toast, they offer a free 14 day trial of their
service which includes bid management and campaign
optimization.
BidRank is another useful automate pay-per-click
search engine management tool that takes the pain out of
PPC bid management. BidRank will check and change your PPC
bids according your preferred ranking. You can set target
ranks and bid maximums based on time of day and/or day of
week. Basically the primary settings are used when inside
the times that you have specified and the secondary
settings take effect when outside of those times.
Other Useful PPC Advertising Resources
Clicktracks offers a PPC tracking and reporting feature
for any PPC campaign. It can even help you calculate
important e-metrics such as return on cost, return on
keyword phrase for each search engine. You can compare
your returns on paid versus organic search engine
listings.
Conclusion
Pay Per Click Advertising is a rich opportunity
for your company to sell products, gain brand exposure or
recruit good employees and marketing partners. The end
benefit of appearing in top web sites like Google, Yahoo,
MSN, AOL and CNN shouldn't be underestimated. PPC ads
produce highly targeted customers that may become loyal
repeat customers. Even your current customers are more
likely to stay loyal if they see your company's name and
link within the advertising section. It makes your company
appear to be progressive and one that will endure. Plan
and manage your PPC campaigns well and you'll succeed
online.
