These simple PPC principles work VERY well if you follow them properly and they can save you allot of money with your campaign.
So lets jump right in,
Knowing your Pay Per Click Search Engines (The Big 3)
In order to develop a Pay Per Click Strategy understanding that there are a few PPCSE out there and not all are the same by all means, you will probably recognize some these names such as: Google (AdWords), Overture (Yahoo! Search Marketing) and MSN. These guys are the most expensive PPSE and if you don't know what you are doing you'll be throwing your money out the window.
Google: is know for it AdWords program which is their version of PPC. These results show up on the top of the search results and on the far right side. Google is partnered with a few other search engines like, AOL, Netscape, Ask Jeeves and Lycos which is why they are so popular, you PPC listing shows up across all these networks. Talk about traffic!
Overture: formerly known as Goto.com uses Yahoo! Search Marketing because they were bought out by Yahoo. These guys are partnered with a few other search engines like, MSN, Alltheweb, Hotbot, Metacrawler, Altavista, Infoseek, Dogpile and Search.com not to mention over hundreds more that are smaller. Now were talking traffic.
MSN adCenter: uses their MSN search engine and their Live.com platform to place their Ads which makes third in the standings.
Step#1 Know your PPC budget
Because PPC is an auction many people tent to go on auction crazy and will not settle for anything less then the top. Sounds like a waste of time but there is a reason I put it as #1. If you do not set a guideline (budget) then you could be spending more then you making which is usually the case with beginners. Set a max bid and don't go past it cause if you do it won't be profitable any longer. There are calculation based on a few different factors that can help you out with this called "estimated per click cost".
Basically you want your Ad to convert as many people into sales for the least amount of money. Set a daily spending limit (Let's say $50) this should based on what your profit is for 1 sale in this case we will use 1 meaning 1 sale makes $50. So the day goes by and you converted 1 person out of 100 clicks/people that's a 1% conversion rate. You were paying .50 a click you broke even. (.50x100clicks = $50). NOT Profitable.
If you use it all up in one day and you had 100 people to your site with only 1 or no sales, change your Ad but keep track of what you changed so you don't go back to it again later. You want an Ad that will convert at 2% or higher. I know this is very basic but you get the idea. Surprisingly many people do get this concept and they are spending without a budget and losing hand over fist cash.
Step#2 First Page Positioning
Where will wind up in the listing? Well now that you know your search engines you know that the BIG three use other engines to display search result. Did you know that Overture only displays the top 3 - 10 listings and AskJeves the top 3 or 4 from Overture. The list goes on so you see the importance of being on the top. The top 3 spots have the largest audience but how do you get there without going over you budget? It's these top spots where you will get your traffic from but you can guarantee the bids will be high.
First thing you need to know is Google testing showed that most people always look at the top position of the search listings but did you know the next spot is alway the bottom of the page. Yep it's true! People will scroll down to the bottom without reading in between. You will pay allot less for that spot and save money in you PPC budget.
Keywords that will blow your competition away
This is where the BIG secret is...Search engines consider
every keyword unique meaning you can bid on everything, even those keywords
that don't get searched that often. Your competition will be bidding on
the "High Volume" keywords and keyword phrases (Approx 20 or 30) while
your bidding on the low volume keywords and keyword phrases. In order for this
to work you need to bid on as many keywords as possible, meaning you should be
bidding on at least 1000 unique relevant phrases at a time.
How can you find this many? There are only a few
keyword software tools that are designed with PPC in mind and there are only a few I would recommend andKeyword Research Tool
is one of them. It was voted the best keyword tool on an independent
website I use by 89% of the people surveyed.
There are some free resources
online but most suck and most offer free keyword research tools but you will
see they are not free at all, they are free trials. You can start with Google
Adwords as it will show you search volumes which is key but you do require a Google Account but its FREE.
The keywords and keyword phrases you’re looking for are the
low competition keywords and misspelt words. Your competition won't be bidding on these and you will be paying a min bid of .01 or .02 cents and getting more traffic because you will on the top of the search engines.
* You do NOT have to pay the BIG bucks per click to the BIG 3 either, If you are currently with one or more here is a secret...Instead of paying .25 - $4 or more for clicks switch to 7Search.com. For my campaigns I am paying .01 for almost all of my keywords. The highest PPC I am paying is .08 and my traffic is targeted as a matter of fact you probably got here from my PPC campaign with 7Search.com. and in that in that campaign my highest bid is .02.
Pay Per Click Traffic 
Your Pay Per Click Strategy
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