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Advertising on pay per click search engines can be a great way to boost sales and revenue, provided you know what you are doing.
Like a lot of things in life, it is a "trial and error" approach that is needed to find out what will work best for you. Pay per click advertising on one particular PPC search engine may be very successful for one person, but not not be successful at all for another person. It all depends on the product/service you are trying to promote, the keywords you are targeting and the cost of those keywords.
Here are some tactics that you can use to maximize your success when using pay per click advertising on the pay per click search engines:
# Don't always bid for first position - Why would you pay $0.50 per click to be listed first, when you can pay $0.10 per click to be listed third (for example) for the same keyword? Sure, first position will get more traffic, but you can get five clicks listed third (e.g. $0.10 x 5 = $0.50) for the cost of one click in the number one position. That's five times the opportunity to get visitors and five times the opportunity to make sales for no extra cost!
# Diversify your keywords - Are the bids for your desired keyword far too high for you to compete on? Then why not try diversifying you keywords a little bit and target more specific keywords? They may not get as many searches as your desired keyword, but you will (again) be able to get "more bang for your buck". An example of this would be a web hosting company, whose desired term would obviously be "web hosting". "Web hosting" can go for bids of upto $10 per click on some pay per click search engines (which is very expensive), so it would be a good choice for the web hosting company to diversify and target niche terms like "cpanel web hosting", "web hosting company" "website hosting" etc. These keywords may not get as many searches as the keyword "web hosting", but they will bring in potential customers of the same quality for a lower cost. Afterall, they are all looking for we hosting, right?
# Use test campaigns - As I mentioned before, not everyone gets the same results or ROI (Return On Investment) from the same pay per click search engines. This is why it is best to use test campaigns on a variety of pay per click search engines to see if the PPC performs for you. Many pay per click search engines require minimum deposits of only $20-$50 on sign-up. So, it is recommended that you only deposit the minimum required amount on sign-up, and use this amount to "test the waters" before spending more money with them. If you get good results, great! Continue to use them. If not, you haven't lost that much - it's only $20-$50.
# Try smaller pay per click search engines - Many regard Google Adwords and Yahoo Search Marketing as the "big" pay per click search engines, and this may be true. However, this does not mean that they are the only ones worth advertising on. Infact, there are quite a few decent "second tier" pay per click search engines that offer great value for money as their bid prices and competition for keywords tend to be lesser than the "big" pay per click search engines. Second tier PPC search engines such as Search123, Enhance, Searchfeed & Miva can also provide great value for money, and infact, some people prefer these "second tier" PPC's over the big ones for that reason.
And that's it! Experiment with the above suggested tactics and see whether they work for you. Like I said at the start of the article, "it's a trial and error approach" that is needed. Don't let bad results with one pay per click search engine discourage you from advertising on search engines. Some PPC's will not work for you, and some will work wonders. It is patience and experience that is the key to success pay per click search engine advertising.
About the Author
Tim Parsons is the owner of http://www.payperclickadvertising.info which provides quality Pay Per Click Search Engine Reviews for webmasters and online marketers.