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What are pay-per-click search engines

By Jakob Jelling

Pay per click (PPC) or Cost per click (CPC) search engines are keyword oriented advertising techniques which allow websites to buy advertising space on the search engine website. When searches relevant to the product of the advertiser are made, the advertisement is shown along with the search results. When the visitor clicks on the advertisement banner, the advertiser has to pay a certain amount to the search engines. As this amount is charged per click made on the banner, this service is known as Pay per click or Cost per click.

There are many pay per click search engines in service, the largest being Yahoo! and Google. The higher the status of the search engine, higher is their fees, but also, higher is the achievement of the marketing target. Hence, it is always suggested that an advertiser should take a brief survey of all the relevant pay per click search engines before subscribing to one. Also, one should not take a big leap – i.e., the starting investment in a search engine should be small and should gradually increase if positive results are gained.

Pay per click search engines can be divided into three main categories. They are ‘Keyword’, ‘Product’ and ‘Service’ pay per click search engines. Companies may implement a combination of these types.

Keyword pay per click engines allows the advertisers to stress on keywords. When a particular keyword related to the product of the advertiser is searched for; (it may be the model ID, engine capacity, etc.), the banner (or link) of the advertiser’s product is shown along with the search result in the order of the bidding. The next category is the Product pay per click engine. It is also called Price comparison engine or the Product comparison engine. As the name suggests, it compares the various products of the same category.
For example, when a person searches for ‘visiting cards’, the search engine, along with the search results, shows the links page of the advertisers who are related to visiting cards. The list is shown in a descending order, either by the price of the product (here, the visiting card). Or sometimes, the list is shown in a descending order by the price the advertiser is paying to the pay per click engine. The highest payer secures the first i.e. the premium place.

The last category is the Service pay per click engine. This engine is same as the product engine; only the difference is that, it is related to the service providing advertisers and not the product selling ones. Here, too, the link results are arranged in the descending fashion by the price, or the highest payer, or some other criteria. This categorizing of the results is totally customizable by the visitor.

Some pay per click engines work in dual ways i.e. they have their own affiliate programs. An advertiser places his link on the pay per click engine page. Also, he can put a search form of that particular search engine on his own website. When a visitor uses the search form oh the engine from the advertiser’s website AND clicks any of the search results, the pay per click engine pays a certain amount to the advertiser. Thus, it can be called as a two way profit program.

About the author
Jakob Jelling is the founder of http://www.sitetube.com. Visit his website for the latest on planning, building, promoting and maintaining websites.

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