Pay Per Click
Pay-per-click (PPC) advertising, advertisers place bids for different search keywords. When users perform searches for these keywords, advertiser short text ads are shown together with organic results.

This type of internet marketing for search engines is usually charged on a cost per click basis, advertisers find this search marketing solution cost effective because they only pay for visitors that come to their website rather than by impressions.

Our marketing expert's teams have created, managed and optimized campaigns for our customers on the top PPC search engine providers Google Adwords, MSN, and Yahoo. Marketing Consulting Experts understand the way these PPC providers work in order to lower your cost per click and increase the quality of your campaigns.

Google AdWords
Google AdWords is the world leader in pay-per-click advertising. Currently it has more than 150,000 advertisers. The ads show up not only with Google search results, but also with Google partners. Google has an interesting ad ranking system. It ranks ads not by the bid (the amount their owners are ready to pay for one click), but by the combination of the bid and the click-through ratio. This way, Google maximizes its revenue stream (since Revenue to Google = Bid x CTR x Views) and gives small advertisers an opportunity to effectively compete with big companies. A small advertiser cannot compete on the cost-per-click basis, but can successfully overcome any big company in terms of the click-through ratio.

AdWords gives advertisers several options to target keywords: broad matching, exact matching, phrase matching, and negative keywords. The matching options define how close the search string entered by a user should be to a keyword selected by an advertiser. One recent development with AdWords was the release of AdWords API (application program interface) that will allow third-par ty developers to create applications that will work directly with AdWords accounts facilitating and automating many bid and ad management tasks.

Yahoo!
Yahoo! Search Marketing Solutions is Google's main competitor in the field of PPC advertising. Overture (originally called GoTo) was the first company to offer PPC advertising and was later acquired by Yahoo!. Yahoo! ranks ad listings exclusively based on the bid amount; furthermore, if you get a top-3 listing
with Yahoo!, your ad will be prominently placed with MSN, Altavista, CNN, and other search and news portals.

Yahoo! Search Marketing offers Sponsored Search and Content Match. Sponsored search ads show up among search results in Yahoo! and its partners; Content Match ads appear on the content partners of Yahoo! (this is not search, but conventional websites that are capitalizing on their content by showing third-
party ads from Yahoo! or Google)

Paid Inclusion
With paid inclusion and submission, site o wners pay search engines to get their sites reviewed and included either into the general search index, or into a directory. Yahoo! is the main player in the market of paid inclusion. It's paid for inclusion programs are Search Submit, and Directory Submit.