Both Yahoo and Google offer Pay-per-Click programs. These programs allow you to choose keywords for ads that appear near the “natural” results in Yahoo, Google and their partner sites. Yahoo's listings are presented in the same format as the natural listings, but are clearly identified as “sponsor” listings. Keywords are auctioned and the highest bidders will be in first position, second highest, etc. Google on the other hand presents results in boxes to the right of the natural results; order is determined by both the bid price and also the click-through rate.

BaldyDog believes that “natural” search engine optimization is the best, but realizes some advantages of pay-per-click campaigns. Keyword buying offers immediate results in search engines and is an effective way to promote new and seasonal products and to gain visibility when there are limitations in the Web site content, architecture and technology. These advantages come at a cost, but as your “free” search engine visibility increases, your dependence on keyword buying should decrease.

As with natural search engine optimization, keyword research is just as important. Buying keywords for which nobody is searching will produce no results. Also, keywords that are too broad will not bring targeted searchers. Management of pay-per-click plans is vital. Weekly, even daily, monitoring of budget, performance and tracking user activity is essential to a successful pay-per-click campaign.

Included in our Pay-Per-Click Services

• Research to determine the best available keywords at the best price
  
• Budget determination for the program
  
• Program preparation in Yahoo, Google or both
  
• Write ad text to encourage desired action
  
• Account monitoring
  
• PPC campaign monthly reports