Categories of Pay per Click Engines
The pay per click engines can be broadly divided into two major categories which are keyword and content match. The keyword category is also known as sponsored match category. The keywords category displays your listing directly on the search engine for the visitors to click while the content match category includes featured advertisements displayed on the website of the publisher.
These ads may also be put up in emails and newsletters. Also the PPC engines can be divided into different categories depending on the products and the services that they feature. However there is one thing that you should know about pay per click programs. They do not generate revenues on their own automatically. It is only when the user clicks on the pay per click ad that revenue is generated.
The engines contain keywords that refer to words that people normally type when they are looking for particular products or services. Hence when the user types in a keyword the list of advertisements are displayed which include the phrases or words and also product names. Keywords are the most important components of any pay per click campaign. The keywords are often termed as highly valued trade secrets by the advertisers and so advertisers make use of professional services and software to generate keywords that will attract traffic.
In the year 2007, the best PPC keyword search engines are Yahoo Search Marketing, Miya, Kanoodle, Baidu, Yandex, Microsoft adCenter and Google AdWords. The product related search engines let the user enter details about the products in their database. Hence when the user searches for a particular product using specific keywords links are displayed by the search engine to the different advertisers. The search engines give more importance to advertisers who have paid more and the user can sort the products by price and buy the product that has the lowest price. Hence these type of search engines are also known as price comparison engines.
There are online comparison shopping engines also like Shopping.com that are based on the PPC model and charge a price for advertising the product while search engines like Google Product Search do not ask for a fee but an active product feed is required to add to the product listings. Mention should also be made of Service engines that let advertisers fill in information about the services that the advertisers offer. Hence when the user searches for a particular service the search engine displays the advertiser’s links and prominence is given to advertisers who have paid more. The users can sort the results by price so that they can buy the lowest priced products.
There is also the pay per call business model which is similar to pay per click. In this case the search engines charge advertisers on per call basis to add their listings. It is not only the local advertisers that make use of pay per call model but also advertisers on a national level who can create ads by displaying local telephone numbers.
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