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Search Engine Advertising, is exactly what you think it is, paying to get listed in the search engines. There are several different flavors of paid adverting. Does it pay to play? Well, that jury is still out on that one. But if you are looking for quick results, sometimes it does pay to get listed and sometimes if you are listed with paid directories, Google will pick up on that and it will increase your PageRank. Search Engine Advertising can be an expensive route. We always suggest, trying organic listings first, before deciding on the pricier pay-per-click and Google Adwords.
Paid Inclusion
Paid Inclusions programs are service offered by many search engine directories and for a small fee typically ranging from $ 15 to $ 49 per URL per year, the search engine will guarantee that your web site will get indexed into their directory within a certain period of time (usually 48 hours). The search engine also agrees to revisit your web site frequently to re-index your pages and that you will remain in their directory for the full term of the agreement (usually 1 year).
Pay-Per-Click
Pay-Per-Click programs are a service that search engines offer where you can bid for keywords that bring traffic to your site. The fees range from $.15 to as much as $ 4.50 per click. The highest bidder gets the 1rst position on the results page and the second highest bidder gets listed second and so forth. Pay-per-click ads on search engines are usually the first set of links on a results page. On Google these ads are highlighted in a blue box up at the top and on the right hand side of the page.
Google AdWords
Google AdWords work much the same as a pay-per-click programs the only difference being that Google has 2 criteria for ad listing positions, the bid price and click through rate, or the frequency people have clicked through your ad on previous occasions. |
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