Fresno California lawyers - attorneys legal directory
The real tricks to Pay-per-click
By Bob Schwartz, CRS, GRI ©2007 Promotions Unlimited
All rights reserved.
This material is subject to copyright and any unauthorized use, copying or
mirroring is prohibited.
Search engines have a system where your listing is at the top of the search
results and you only have to pay when someone clicks on your listing. These Pay
Per Click or Pay Per Ranking programs allow you to only pay for click trough's
and not to list.
List your website by selecting keywords referring to your practice area. You set
your budget and the higher you bid, the higher you will appear in search results.
Combining paid listings with unpaid listings help PPC search engines to obtain
sufficient results. All PPC search engines differentiate their paid listings
from the real non-pay listings by calling the PPC listing such terms as:
featured listings, sponsored listings, partners etc. Some smaller PPC engines do
not have this differentiation because 100% of their results are paid.
Often people have the perception that PPC search engines are the best way to
attract traffic to your site. When you only pay for actual clicks to your site
and it is a cheap alternative to hiring a search engine optimization firm, it
seems very logical.
But be careful . . . all may not be, as it seems!
As firms believe more and more that it is the 'magic bullet' to increased
Internet business, the Bid prices
(cost per click) are going up and up. Some
recent examples of how much it would cost per click to be in the top position
are below.
Los Angeles criminal defense attorney - $15.14
Los Angeles DUI attorney - $42.25
Los Angeles accident attorney - $10.00
San Francisco accident attorney - $26.00
San Francisco personal injury attorney - $20.00
Houston personal injury attorney - $8.00
Houston accident attorney - $6.10
Las Vegas defense lawyer - $5.00
At these rates, and a typical high click-through conversion rate, a firm could
really put a major dent in new client acquisition costs.
CLICK TRAFFIC
With ad click traffic's growth increasing, it seems more
visitors are just clicking through and not transacting business. Clicks are
increasing, however conversion percentages are declining.
RIPOFFS
The consensus among knowledge webmasters is that the PPC affiliate
programs are to blame for this: PPC search engines pay webmasters for hosting
their paid ads and/or providing search results that link through their PPC
network. It seems some affiliates may be artificially boosting their PPC hits in
order to increase their share of the paid click-through revenue.
Sure the major PPC engines have technology in-place to detect this type of
fraud, or so they say. But recently, there have been Internet ads for recruiting
people to surf the Web and click on ads, using their own computer and an
Internet connection. With different IP addresses and a network of such scammers,
it would be impossible to distinguish legitimate click-troughs from the rip-off
ones.
CONVERSION RATES
To convert into a just one new client it takes a considerable
amount of click-through's. With the above trend in scam click-through's and the
cost efficiency, it seems to these PPC search engines are not the best
alternative after all.
Copyright 2007 Promotions Unlimited. All rights
reserved.
ABOUT THE AUTHOR
Bob Schwartz, is the founder of Promotions Unlimited, an Internet legal
directory (CA, TX & Las Vegas ) publisher and search engine placement technology
analyst. You can contact Bob via e-mail at bob@websitetrafficbuilders.com or
visit his San Diego legal directory at: http://www.sandiegolawyerforyou.com/special.htm
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