Pay Per Click Details
The two major pay per click (ppc) search engine advertising players are Google and Overture, this article will compare the two and provide details on the process required for undertaking a pay per click campaign
Google Adword Select is the pay per click version of the existing, pay per impression, Google Adwords and has recently been released. An ad placed with Google AdWords Select shows up in a coloured box on the right side of the main Google search results page which attract more than 20 million unique visitors per month, and you don't have to pay unless the visitors click.
Google Adwords Select is their attempt to rival Overture, the main existing pay per click advertising site. The key difference is that Google's results are separated in their own high-lighted box on the main results page, where as, Overture includes the paid listings within the main results. The other differences are as follows…
Pricing
The pricing structure is very different for the two companies, Google charges a small fee on start up and has no monthly fee, where as, Overture requires a deposit and a monthly fee. Both have a bidding system for key words, this is likely to cost more on Google.
Bidding Your Way to the Top
In Overture you can find out how much you'll need to bid to get the top spot by running a query in the View Bids tool, this will show you what the current highest bid is and by beating it you can get the top spot. In Goole Adwords Select this tool doesn't exist, the best you can do is to look at the "Traffic Estimator Tool" which should give an idea of how much it will cost to get a certain position.
Keeping Your Bid Costs Low
To keep the cost of bidding down both sites have built in tools which automatically keep your bid one penny ahead of your competitor up to a set maximum. Google has AdWords Discounter, this was the first to come out. Its purpose is to stop the need for continuous monitoring and to get rid of big gaps in bids which cause people to spend unnecessary money. Overture has an "Auto Bidding" service that does the same. Note: You must sign up for this service in Overture, it is not automatic.
The only way to determine the value and volume of traffic being generated is to use a tracking URL attached to your advert. Both Google and Overture have this built in and it will tell you if you are generating enough revenue to offset the cost of advertising.
Listing Position
In order to ensure the highest listing on Overture and its partners you need to appear high in the listings. To do this you simply have to have the highest bid! On Google it is not so simple, to get the highest position, it is important to have the highest bid, but in order to actually be at the you must get sufficient people using your advert, if people don't click on it then your listing position will drop even if you are paying the most!
Choosing Keywords
In order to do well it is important to choose the right keywords. Both Google and Overture have built in tools which will help you with this. You can enter your idea for a phrase and then the tool will come up various synonyms to give you other ideas of what to bid for. This feature is far more useful on Overture where it will give you a long list that you can cross reference with their "View Bids" tool. Since this is better than Google's tool, one idea is to use the Overture tool to get an idea of which keywords will give good responses.
More advice is available from a pay per click consultant
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