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## Driving Traffic to Your Online Store With Pay-Per-Click Advertising

As we have discussed, targeted traffic is the lifeblood of any website.

And while it’s definitely worth optimizing your website for search engines, you may run into the following obstacles:

1) It takes time. It usually takes at least two months before your website starts showing up in search engines.

2) Top positions in any search engine can be very competitive. This means that when your site is listed, you will usually start at the bottom of the list of search results.

This is where pay-per-click (PPC) advertising can be a real life saver.

Pay-per-click advertising is the fastest way to start driving quality traffic to your website.

What is pay-per-click advertising?

Frequently asked questions about the Internet are:

‘How do search engines make money?’

The answer is simple – search engines make their money by selling advertising space to website owners.

This type of advertising is known as ‘pay-per-click’ and is a very effective and affordable form of advertising.

The concept of pay-per-click (also known as ‘pay-for-performance’ or ‘paid search’) is based around the simple concept of matching buyers with sellers.

How does pay-per-click work?

When someone types a keyword or keyword phrase into a search engine, they get two types of results; Natural outcomes and sponsored outcomes.

Search engine optimization focuses on improving your ranking in natural results. Pay-per-click advertising is focused on the sponsored results area.

Natural consequences (also known as ‘biological consequences’)

Natural results are free listings that are generated from a search engine’s database. They are sometimes referred to as ‘biological consequences’.

The characteristics of natural results are:

– Lists are free. Website owners do not pay to be listed in the natural results.

– There are often millions of results for each title, but most web surfers don’t go past the first 30 results.

– Competition with popular search terms can be fiercely aggressive for top positions.

– You have no control over the results – Your position is determined by a search engine ranking formula (also called an ‘algorithm’).

– However, you can use legitimate search engine optimization (SEO) techniques to give yourself a better chance of ranking (refer to Search Engine Optimization).

Sponsored Results (also known as ‘Paid Results’)

The second type of result is the sponsored result.

Features of Sponsored Results are:

– Listings are paid for by advertisers.

– Lists appear at the top of the page and on the right side of the screen.

– Unlike natural search results, you get to specify your ad description and keywords for which your ad appears.

Distinguish between sponsored and natural outcomes

1. Quick setup

Sponsored results can be set-up immediately, while natural results often take months to show a new site listing.

2. You have full control over your ads

You control the appearance of your ad, in which position it appears and how often it is displayed to web surfers.

Once you’ve got your ad up and running, you’re free to update it whenever you want. This is different from natural search results where you have no control over your listing or its position.

3. Choose the keywords you want your ad to appear for

Sponsored results allow you to specify which keywords your ad will appear on. You can specify which keywords you do not want your ad to appear for.

For example, if you sell Harley Davidson motorcycles, you might want to show ads for searches related to ‘Harley’ or ‘Harley bikes’.

At the same time, you don’t want your ad to show up on other searches that include the word ‘bike’, ‘mountain bikes’ or ‘racing bikes’.

4. Determine how much you are willing to spend

Pay-per-click advertising allows you to specify what you want to spend on a daily basis. Generally, the higher you bid, the more likely your ad will appear on the page.

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