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FAQs

1. What is pay-per-click (PPC) advertising?
2. How is the PPC payment amount determined?
3. Where do my ads show up on the search results page?
4. What’s a search engine?
5. How about an example of how pay-per-click advertising works?
6. Do I get charged if someone clicks multiple times on my ad?
7. Can I get search engine results without paying for clicks?
8. Why would I pay for search engine results?
9. How do I know the campaign you run for me will yield targeted leads?
10. What is Yahoo! Search Marketing?
11. What is Google AdWords?
12. What is Microsoft adCenter?
13. What if I already use Yahoo! Search Marketing, Google AdWords or Microsoft adCenter?

1. What is pay-per-click (PPC) advertising?

Pay-per-click (PPC) advertising brings people to your website who are searching on the Internet for the products or services you sell. A search engine—for example, Google, Yahoo!, and MSN (Microsoft)—hosts your ad on its site. Your ad has a built-in link (hyperlink) to your website. Each time somebody mouse-clicks on your ad, he or she is taken to your website, and you make a payment to the search engine through an online account. That’s why it’s called “pay-per-click” (PPC) advertising.

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2. How is the PPC payment amount determined?

The search engines run auctions for the positioning of ads related to specific key phrases or keywords. Whoever is willing to pay the most money per click for specific keyword or phrases gets his/her ad in the top position, where users will see it first.

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3. Where do my ads show up on the search results page?

On Google AdWords and Microsoft adCenter, [ED. Note: lowercase “a” is correct] the ads (also called “sponsored search results,”) usually run along the right-hand side of the search results page. On Yahoo! Search Marketing, the first two ads appear at the top of the results page, and the next two to four are run along the bottom.

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4. What’s a search engine?

A search engine is a special website that can access enormous Web-based databases and uses complex algorithms to locate information contained on the Internet. Google, Yahoo! and MSN are the most popular search engines.

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5. How about an example of how pay-per-click advertising works?

Let’s say an Internet user wants to buy a second-hand book about European rabbits. In our example, the user goes to Google and types in rabbits, hares, Europe, European, used books (keywords) and “books European rabbits,” “books about rabbits of Europe,” “books, used, European rabbits,” (key phrases) to locate an online used-book seller who might have such volumes. When the results page appears, along the right-hand side can be hyperlinked ads for booksellers, used books, books on rabbits, rabbits as pets, pet food, pet toys, etc. The user sees the ads, clicks on the “Books on Rabbits” ad, and is taken to an online bookstore page dedicated to tomes about the furry creatures. Google immediately receives an online, automatic payment from the bookstore’s Google ad campaign account. That’s how pay per click works.

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6. Do I get charged if someone clicks multiple times on my ad listing?

Both Google and Yahoo! Search Marketing have built-in filters, automatic analysis systems and sophisticated click-review software to prevent you from being charged for repeated, invalid clicks on your ad link.

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7. Can I get search engine results without paying for clicks?

Yes, but not easily. Consider this: The process is very challenging, time-consuming—and changing all the time, because the algorithms the search engines use are constantly evolving. Every search engine now uses a unique, complex mathematical encoding to determine where nonpaying websites appear on search results pages. And some like Yahoo! will charge you a yearly fee just to be considered for their directory (with no guarantee that you will be accepted).

Bottom line: the majority of websites appearing as top search results are paying for the privilege.

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8. Why would I pay for search engine results?

See the answer to question 7. Paying for search engine placement is the only way to ensure that your potential clients or customers will find your website at the moment they’re searching for your specific products or services. Note well: These targeted and valuable leads will find your competition first if they can’t find you. How much is a targeted lead worth to your company or business?

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9. How do I know the campaign you run for me will yield targeted leads?
The critical factors are the key phrases and keywords we link to your ads. Determining these important search terms are one of the most significant services we perform for you.

Through dialog with you and an in-depth, comprehensive examination and careful analysis of both the structure of your website and the particular way each page is constructed, we will make recommendations concerning which specific search terms are going to do the best job of delivering qualified, targeted prospective clients and customers to your website. With a decade of success in every detail of PCC campaign development and management, PayPerMan will help expand your customer base—and increase your sales.

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10. What is Yahoo! Search Marketing?

Although startup Goto.com was developing the PPC concept as early as 1998, Yahoo! Search Marketing (YSM) took the nascent technology to the next, mature level in a large-scale way. Its pay-per-click online advertising opportunities are multiplied for you through YSM’s distribution partners, which include MSN, AltaVista, Excite, iWon, NetZero and thousands of smaller marketing associates.

With PayPerMan at the helm of your online campaign, Yahoo! Search Marketing’s Web-based marketplace provides you with a cost-effective medium to help drive potential clients and customers to your website.

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11. What is Google AdWords?

Google AdWords, a division of Google, is a global leader in “sponsored search” ad placement. Nearly 250 million times daily, people access Google and partner sites Ask Jeeves, AOL, Earthlink, Lycos and Netscape to find what they’re looking for. Google AdWords’ powerful but extremely complex self-service ad campaign development environment can be simplified—and your click-though results maximized—with professional campaign management by PayPerMan.

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12. What is Microsoft adCenter?

Microsoft was the last of the "Big Three" search engines (Microsoft, Google and Yahoo!) to develop its own system for delivering pay per click (PPC) ads. Until early 2006, ads displayed on adCenter were relays from Yahoo! Search Marketing.

As search marketing grew, Microsoft began developing its own system, Microsoft adCenter, for selling PPC advertisements directly to advertisers. Similar to Google AdWords, Microsoft adCenter uses both the maximum amount advertisers are willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. With this system, it is extremely important to write highly effective ads (that’s where PayPerMan’s 1,500 copywriters come in!) and to advertise only on searches relevant to your advertisement.

Microsoft adCenter allows you to target your ads to a given set of demographics. Your bids increase whenever a user of a certain demographic sees the ad. In addition, Microsoft adCenter allows you to run your ads on specific days of the week or certain times of day.

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13. What if I already use Yahoo! Search Marketing, Google AdWords or Microsoft adCenter?

Then you already know how frustrating and time-consuming running your own ad campaigns can be—and you probably understand and appreciate the value of having a professional provide campaign management services for an affordable, reasonable fee. If you’re currently investing too much of your valuable time trying to manage one of these programs or think you might realize better results with professional assistance, contact PayPerMan today by clicking the “Registration” link at the top of this page.