Pay Per Click Tools
Pay Per Click Tools > Search Engines • ROI • Markets
In the left column are links to some of the more popular and well-designed tools. For your convenience, each link opens a new window. We hope you'll find our site helpful when evaluating the resources available in this expanding field.
Pay Per Click versus Pay Per Impression
'Pay per click' and 'pay per impression' are two distinct approaches to online advertising. 'Pay per click' (or 'cost per click') tools bring targeted traffic to a web site quickly and efficiently, whereas 'Pay per impression' tools can help build brand recognition. The former charge advertisers for web site visitors; the latter charge advertisers for message displays.
The following table summarizes the key differences between the two advertising approaches:
What Makes A Good Pay Per Click Search Engine?
An effective pay per click search engine efficiently connects consumers and producers of information, products, and services — thereby benefiting both web surfers and advertisers.
For web surfers, it should offer:
For advertisers, it should offer:
Do Pay Per Click Search Engines Provide Reports?
Pay per click search engines generally provide some form of client
activity reporting and some means of detecting abuse, but Ronald
Reagan's adage, "Trust, but verify", applies here as well.
is an excellent tracking service which audits your web site visitor
patterns, including search term and search engine referrals.
Do Pay Per Click Listings Appear Immediately?
Some pay per click search engines review listings for content quality
and keyword relevance before releasing them to search engine users;
others display advertiser listings immediately. But even in the
former case, listings generally appear within a few business days.
Why Are Pay Per Click Tools Popular?
Pay per click search engines have been around for several years, with Microsoft's adCenter and Google.com's Adwords being the best-known. But their popularity as web site promotion tools continues to grow because it is increasingly difficult to achieve good listing positions in the organic, or editorial, search engine results.
Pay per click search engines often include organic listings after their
paid listings, and mainstream search engines increasingly are including
results from pay per click search engines along with their free, organic
listings. Indeed, several major portals, including Yahoo, Bing,
America Online, and Altavista now feature Microsoft or Google advertising
listings in their search results. Furthermore, traffic generated
via pay per click search engines makes a web site more popular, and
may indirectly help improve its ranking in the organic search results!
In today's competitive e-commerce environment, the use of carefully
chosen pay per click search engines, search terms, and bid positions
must be considered as part of a well-planned marketing strategy.
Pay Per Action Alternatives
Pay per click advertising is, of course, only one alternative in the
increasingly popular "pay per action" marketing field. As visitor
tracking systems become more sophisticated, two other online advertising
models have been developed: "pay per lead" and "pay per sale".
These models, often called "affiliate marketing", can offer advertisers
valuable exposure on a range of relevant websites and offer website
publishers an opportunity to generate revenue from their resource
sites. Our vertical market directories
feature examples of these approaches and offer a selection of targeted
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