One of the ways to boost traffic your Web site is by purchasing keywords from one of the pay-per-click search engines or directories.

But with literally hundreds of choices, how do you pick the pay- per-click engine with the best visibility that has the potential of giving you a higher return on your investment?

And, just as important, what are some strategies for working with the pay-per-click engines, and how do they operate? How do Pay-Per-Click Engines Operate?

With pay-per-click engines, you bid on keywords that describe your business, your products, or your target audience. Then, you're charged your bid price every time someone clicks on your ad, which is displayed when a searcher types in the keyword you've chosen into the search box at an engine. Whoever is willing to pay the most for the keyword or keyword phrase will be at the top of the rankings.

Advantages to Working with the Pay Engines

The pay engines offer many advantages to Web site owners,including:

  1. If you have a brand new site with little or no visibility and no link popularity, the pay engines are certainly a way to get started fast while you wait for your standard search engine marketing efforts to kick in and take effect.
  2. Pay-per-click engines are ideal for holiday promotions, special sales, or to jump start slow engine traffic.
  3. With the pay engines, you have instant visibility in whichever search engines display those results.
  4. You choose your rankings, depending on how deep your pocket book is.
  5. If some of your keywords aren't performing, you can choose other ones.
  6. You only pay for clicks to your site, so you can target your traffic by the keywords you choose.
  7. With regular optimization efforts, it's sometimes difficult to achieve top rankings if you're in a highly competitive field. With the pay engines, you pay for your rankings, and VOILA! You're there!
  8. Purchasing keywords is certainly easier and less time consuming than optimizing your pages.
  9. With regular engines, when algorithms (or ranking criteria) change, you can find yourself booted out of your top spot. With the pay engines, as long as you're willing to hand out the cash, you'll be on top.
  10. You can target your audience based on the keywords you choose. Most Web sites have multiple target audiences, so pay-per-click keywords are a way to reach each of those target audiences.
  11. Pay-per-click is generally less expensive than traditional advertising media.
  12. With pay-per-click engines, you don't have to worry about design strategies that could mean death to a Web site otherwise.

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