The major search engines, Google, Yahoo, Microsoft and Ask, all have the goal of delivering the most relevant results during keyword searches. Google recently announced that in a pay per click campaign the position  an ad receives will now take relevancy into account, not just bid price or click through rate.

Being found is the key to website success. By maintaining niche marketing sites that focus on a select number of keyword phrases to increase relevancy, and then set up pay per click ad groups that hone in on those keyword phrases, you get the best of both worlds, pay per click click through and search engine relevancy.

Here we provide a complete Pay Per Click Tutorial

The next time you're in a group of people, take an informal survey. Ask how many people use the Internet to find products and services. Three years ago, 5 out of 10 people would anwer the did. Today it is 9 out of 10. If you can’t be found on the Internet, your competitor is.

Having an Internet presence is as important today as having business cards. Perhaps even more important since you can be found on the Internet with a search, but it takes me hours to search through all my business cards to find the right one.

Why it matters:

Active Internet Universe: 1.063 billion
North American users: 229.5 million (69% of population)
6.4 Billion Internet searches a month
30% of searches are for products and services
Source: Nielsen/NetRatings June 30, 2006

Consider Pay per Click advertising with one key difference - customers are actively searching for you. While on good natural search copy writing you can be successful on 3-4 keywords, with pay per click you can be found on hundreds of keywords. Your ad appears immediately driving traffic to your website, but you pay only when someone clicks through to your website. This is true Measurable Return on Investment.

The primary benefits of Search Marketing include:

• Reach
• Cost
• Timing
• Flexibility

Reach

The Google and Yahoo Networks reach over 90% of Internet users. By using a pay per click campaign, you are advertising on a relevant, real-time distribution system on a massive scale. Ads are distributed across the web. The question is who do you want to reach. Do you want to expand your marketing locally or reach a global audience. With a pay per click program, your can target your opportunity:

• Regional Example: you have local flower shops in the Southern New Hampshire
• Country Example: you ship paper products to the U.S. only.
• Global Example: you sell books and have worldwide distribution, you should target your campaign to all countries
• Customized Example:  pizza delivery service

Cost

You can control your marketing costs and get started for as little as you want as there is no minimum spend and you choose your own maximum monthly budget.

Choose how much you want to spend per click for every keyword. If you have a keyword you feel you must be found on, you can bid a higher amount on that workd, and less on words that are not as important. This controls not only what you spend, but exactly what you want to spend your marketing dollars on. But most importantly -- Pay only  for users who click on your ad!

Timing

What other advertising medium will place your ad the moment when Internet users are searching for your products or services? Pay per click advertising does just that. Anyone considering a purchase of a product or service normally take three steps.

1. Gathering information i.e., "I want a new TV."
2. The choice is being narrowed i.e., "I want a big screen LCD XYZ brand."
3. Finnaly the buying decisions are made i.e., "I want model 123 of the XYZ brand."

Each step of the way, by utilizing broad then specific keywords, you can deliver your ads as your potential customer is searching.

You can see your ads appear on Google immediately and on Yahoo and MSN within couple of days, quickly delivering results when you need them. Test and measure, optimize or change your ads as frequently as you want to increase ROI. Pause campaigns when the budget is met. Resume when the time is right. Increase the ad spend seasonally or when you want to run a promotion. Set up as many keywords as you want, no limitation.