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Pay Per click Search Engine
A Pay Per Click (also known as Pay Per Ranking, Pay Per Placement or Pay Per Position) search engine enables you to list your site at the top of the search engine results.
You pay only when a searcher or clicker (I use these terms interchangeably) clicks on your listing and connects to your site. You don’t pay to list, you only pay for clicks or click throughs.
You list your website by selecting keywords that refer to your product or service. For each keyword you determine how much you are willing to spend. The higher you bid the higher you will appear in the search results.
PPC search engines usually combine paid listings with unpaid listings to ensure any given search produces sufficient results. Typically, unpaid listings (also known in the industry as ‘fodder’) are provided by another search engine such as Inktomi, Google or the DMOZ project.
Most of the PPC search engines list the bid price in the results pages, but I believe it is more effective to keep bids off the results page. Listing bid amounts detracts from the perceived quality of the results and can unnecessarily bias a searcher’s behaviour.
When choosing a PPC search engine consider its functionality as a search engine. Several of the PPC search engines reviewed fail to produce a useful search engine for a combination of reasons.They are either too slow, have distracting interfaces, poor navigational guides or just don’t have a set of results at all.
It is in your interests as an advertiser to sign up with a functional PPC search engine. Searchers won’t come back to a PPC if they can’t find what they are looking for. That’s why in my overview, I have commented on speed, search results, and usability of the site. If you would like to learn more about bid strategies and how to maximise your return on investment, I suggest you read Steve Harrison's insightful book Mastering the PPCs.
So let’s take a look at what’s on offer. If you know of any other PPC search engines please tell me. Since beginning this guide, some engines have already dropped out of the market. It appears Simple Search, 4MyNet, 3Apes, GoPile, Ultimateresource and Zcoolweb have all bitten the dust. If you know of any others that have closed shop let me know. In addition please let me know your opinions on the PPC search engines and I will post them on the site. Let me know how they rate as a marketing tool and as a search engine. Also if you are the owner of a PPC search engine and you would like to advertise on this site, just drop me a line to discuss the opportunities. |