What is pay-per-click marketing? The term pay-per-click describes a search engine that bases its search rankings on a "bid for position" basis. Let me state it simply, you will "bid" a price per click to be in a specific position of the search rankings for a particular search keyword or keyword phrase. As an example, recently the #1 position on the search phrase "pay per click" required a bid of $2.03 per click, whereas the 15th position required only a bid of $0.85.

Your available budget and willingness to bid will dramatically impact your website's search engine ranking position when the search engine displays search keyword or keyword phrase results. Although your website name or URL will be displayed in the search results at your bid for position, you are not charged the pay-per-click "bid" until a searcher actually clicks or selects your website name or URL. What position you strive for and what you are willing to bid to achieve the position is totally under your control!

Once you commit to using pay-per-click marketing, we will develop a strategy with you that includes, but is not limited to:

• Use the right keywords to trigger your ads
• Figure your breakeven point
• Write ads that reach your customers
• Calculate return on investment
• Use geo targeting
• Track your ad results

The Difference Between Pay Per Click And "Paid Inclusion"

With pay-per-click marketing, you pay a small fee every time someone clicks through to your site. You decide how much to pay per click by bidding on keywords. With paid inclusion, you pay a fee to have your site indexed. It's usually a recurring fee. In return, the search engine guarantees that your site will be indexed and stay indexed for the agreed period of time or that a review of your site will happen in a timely fashion.

With paid inclusion there's no guarantee that your site will rank well. That's still down to search engine optimization.

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