As an alternative to individual Search
Engine submission, several companies created what is known as
Pay-Per-Click Engines. These engines feed participating or affiliate
search engines with results based on the searched keywords entered
in the search engine. Depending on the agreements, the PPC will
usually have the top 3 listings for any Search Result and if
clicked, the PPC Engine will pay the participating Search Engine
a percentage of the fee collected by the PPC from its subscriber
This unique form of search engine advertising means that you
can be guaranteed to appear in the top results for the terms
you are interested in within three days. Paid listings are an
option for site owners who wish to quickly build visibility.
Since site popularity is one of the factors search engines use
to rank web sites, PPC will also help the natural positioning
of a website. The increased number of site visits due to the
PPC campaign will affect long term web site ranking.
The customer’s commitment to
a PPC campaign will entail more than just the costs incurred
in the keyword bidding process. The initial PPC campaign set-up
as well as constant supervision and management on our part
will be needed in order to maximize the ROI of ads with the
allotted expenditures. The focus of a PPC campaign should
be on highly qualified clicks not quantity. This will be achieved
by writing targeted titles and descriptions for the ads.