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September 5, 2008 Bid per click (bpc) - (sponsored listings.)Overture, Espotting and Google's AdWords are three examples of bid per click search engine results providers. These 3 providers syndicate their results to other search partners - I would advise having a presence on all of them if you decide to go down this route. You bid against other competing sites for placement when searches are performed for a specific keyword. For a search done on the term "widgets", 'World Wide Widgets' may bid 21 pence per click and currently have first place. If you bid 22 pence, you would be placed above them until they increased their bid. It is an extremely effective method for searchers and advertisers alike, because it's not always the highest bidder who sees the most clicks. By having a very well written title and listing, you may receive a higher click through rate (CTR) than higher placed sites paying more money. Google's AdWords uses the click through rate as an additional factor in positioning, the argument being that a more relevant listing will get more clicks and should appear higher. This type of listing can be quite high maintenance, it is worth keeping a close eye on your listings and bid prices to ensure you are getting the best value for money. For example, I know of sites in first place for phrases paying over 60p per click, where second place is paying less than 20p. Think about it - they only need to be paying 1 pence more than second place to be in first position! |
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