Pay-Per-Click Case Study
referred to as keyword buys, OnTech employs over 4 years
experience using pay-per-click tools used to focus specific
keyword traffic to your website. Pay-Per-Click can be
a great addition to an effective Internet marketing
strategy. It is important to have a good strategy before
beginning a keyword buying program.
strategy is using www.overture.com.
How it works is that Overture is partnered with Yahoo
and MSN. You bid for a keyword or keyword phrase. One
of OnTech's clients has been using this strategy for
about 5 years. Example; The client pays about $0.25
each time someone clicks on "their keyword"
in Yahoo, MSN or Overture. They are listed in the "sponsored"
headings in Yahoo. The disadvantage is that only 15%
of searches click on the sponsored headings.
Google gets about 35% to 40% of all Internet searches,
with Overture only reaches 60% to 65% of the all searches.
strategy is only reaching 15% of the 65% of searches,
which is about 8%-9% of the total searches on the Internet.
client, bids on about 20 keywords/phrases. Recently
when we looked at their statistics, it showed that their
pay-per-click strategy had 35 impressions. What this
means is that their sponsored listing showed up 35 times
in one day and they had ZERO clicks. Every person clicked
on the organically ranked companies.
a few examples, we've some seen clients bidding on keywords
that have absolutely no traffic! So why bid on a keyword
that isn't searched? Why not, it costs you nothing.
another example, we saw a client bid on a keyword that
is so specific, that Ontech simply optimized the site's
content based on those specific keywords. The keyword
was searched for 68 times in one month. Remember though
that this client receives only 15% of the traffic, additionally
they are only listed in Yahoo, MSN and Overture, not
will begin to understand that much of the pay-per-click
traffic is unqualified. They are better served driving
quality traffic to their site, a good content rich optimized
site. Importantly they need to track
and measure their site, they will convert this traffic