Pay per click programs

Jan 04, 2005

I feel if one has to compare the pay per click programs (PPCs) AdWords is much better than Overture because on Overture the ranking depends on how much one bids. On AdWords it is different — you can improve your ranking by increasing the performance of your ad copy.

A while ago I wrote an article on how to improve the Adwords copy and reduce the cost of your pay per click campaign. Since I got paid for the article, I cannot publish it for free, but some day I’m going to “improve” it and publish it on my website. Basically what you have to do it, create campaign so that more and more people click on your link. This way you get a higher click-through ratio. The higher is your click through ratio, the lower you have to pay per click.

This means the performance of your ad campaign does not depend on the amount you bid (to some extent, yes it does depend initially). So if a company can afford to spend $5 per click and I can afford only $1 per click for the same service but people click more on my advertisements, I get a higher ranking compared to the company that pays $5.