Pay Per Click Advertising is simply a form of advertising where the advertiser pays a given sum per click thru from the publisher site to their site. Publishers benefit from this by receiving either the whole ppc amount, or a percentage of what the advertiser pays to the respective PPC program.

Underlying the PPC process however are 2 critical principles of operation. They’re critical, because unlike CPA or Cost Per Action, a lead doesn’t need to be generated, nor an action of any sort performed except the click itself - the end user may click through to an advertisers site, then move on, which of course is useless to the advertiser.

Another key consideration of Pay Per Click is it’s susceptability to fraud, or exploitation by third parties; after all, anyone can click on an ad irrespective of intent. In fact, where anti-fraud measures are in place, it’s not uncommon for competitors to repeatedly click on an ad to disadvantage a competing publisher !

So as can be seen, it’s necessary to have a process in place that regulates not only the audience to which ads are displayed, but employs significant anti-fraud measures to prevent advertisers and publishers from losing money.

Add to this the need to keep such an environment competitive, and you have a system with major overhead. Essentially, there are many purveyors of Pay Per Click Advertising services but few that consistently deliver. Publishers of pay per click advertising content also keep a watchful eye on these programs, and quickly drop one if its purported not to pay out as agreed, or over zealous where click fraud is concerned. Unfortunately, none of the Pay Per Click Advertisers out there disclose the means by which they arrive at a decision to declare activity fraudulent, thus many publishers feel that it’s often used as an excuse not to pay them.

Naturally, aside from making direct arrangements with a web site operator, it fits that search engines accommodate pay per click advertising in one form or another due to the highly targeted nature of the audience. If you’re selling blue widgets, and someone searches specifically for blue widgets, chances are, they want what you’re offering (whether its information or the product itself). If they search for blue widget shop, or buy blue widget, chances are they want to do just that; buy a blue widget.

Of course, you’re not the only vendor of blue Widgets out there, nor are you the only one aware of Pay Per Click advertising, so how do you compete ?

The most common model is a bidding system such as the one used by Google’s Pay Per Click advertising program Adwords. If your competitor bids 10c per click, and you bid 15c per click, your ad will likely out rank theirs (appear above theirs, or in a more prominent position). Of course, it doesn’t just come down to money.. there’s the matter of quality too !

Imagine a scenario where there are 10 ads in a column up the right hand side of a Google search results page (like this). Imagine then that these were ordered excusively by bid price. As an end user, do you defer to the most prominent ad, or click on the one that you find most engaging; most significant to your needs - remember, you just searched for something, and the ads have been mapped to your search term by their advertisers.

Naturally, you click on the one you find most appealing.. even if its the least prominent advertisement ! This is because the quality of the ad has made it appealing to you. Its specific, and describes something you’re after.

Some systems will factor this quality assessment into their pay per click advertisement rankings, and increase the cost of an ad according to its quality score. The Google Adwords Quality Score is a perfect example.

At the end of the day, this means you need to do your research and you need to know which search terms truly describe your offering. You need to know how to write ads that are engaging and encourage the user to click through. But of MOST IMPORTANCE - you need to know which keywords lead to sales. For example, I could give you a list of 10,000 keywords related to advertising, but which ones are being used by people who want to SPEND money on advertising services, ppc affiliate programs or Pay Per Click research tools (assuming thats what you’re promoting).

Pay Per Click advertising is rarely straight forward, whether you have the budget of a small nation, the IQ of the worlds smartest tactician, or the knowledge and experience of a decade in online advertising.

Research doesn’t end with setting up your campaign in Google Adwords, MSN Adcenter, or Yahoo Search Marketing either. You need to closely watch the activity, understand how to map search terms via clickthroughs to your conversions.

After a week or so of testing a variety of search terms, you will have spent a considerable sum.. but you’ll also know which keywords work for you, and which ones don’t - so be ready to spend some money to find your pay per click advertising niche. There’s always supplemental methods, such as Key Compete to see which keywords your competitors are using, and keyword research tools like Keyword Elite to drill down to the less obvious candidates, but you will still need to spend some money testing the water.

If you’re new to Pay Per Click Advertising I offer you the following observation. You know your product. You probably know your audience. Make sure you use a program that’s built for and specializes in Pay Per Click advertising.

Over the easter break, PPC Reference will be visiting five (5) blogs and depositing EASTER EGGS in their comments. Popular in the SEO/SEM sectors, they’ll include Matt Cutts blog, Shoemoney, and Tech Crunch to name a few.

The easter eggs will be highly profitable, virtually non-competitive keyphrases (from an SEO perspective) and ready to turn a quick buck via Adsense, Afilliates, or arbitrage.

We’ve done the crunch work - all you have to do is find them. Each easter egg will be released to the first 7 distinct IP addresses to ensure recipients get a fair go.

Happy hunting folks, and remember, not everyone is as fortunate as you !

Ingredients:

Each easter egg is the best likely candidate for SEO PPC of over ten thousand related search terms. Each has been evaluated against a variety of criteria, including KPI, top 10 competitor on and off page optimization, minimum 1K-5K searches per day and a relatively high clickthru rate (as projected by Adwords). They also have a high median Adwords bid, show no seasonal trends, with highest search volume via Googles US/UK audiences.

As an added bonus, at least 2 of these Easter Eggs may have domains available for registration in their primary audience TLDs (though not for long I suspect).

Gusto:

High Volume Keyword Research: Keyword Elite
Competitor Keyword Research: KeyCompete.com
Cross Checks/Projections: KeywordDiscovery.com

Happy Easter :)  

Each week (or thereabouts) we plan to feature a new ppc alternative to Adsense and this week it’s Bidvertiser, which, assuming you’re actually viewing our website, can be seen in the right hand column of our home page, or just underneath the title of this post if reading it exclusively.

Bidvertiser Setup
Bidvertisers ads are contextual, so like Adsense, Bidvertiser dynamically determines the most appropriate ads for your site. In my book, this is a great way to protect advertisers and a good way to ensure readers (thats YOU), aren’t annoyed by intrusive, off topic content just because it happens to pay well. Initially, it took around 5 minutes for Bidvertiser to assess the content of my site and start serving contextually relevant ads - although right now, they seem to have reverted to the original, off topic content.. I’m hoping this changes soon, but take a look for yourself and see what you think.

Bidvertiser doesn’t appear to provide feed content either, so if you’re viewing in a reader or the like, sorry, but you’ll have to visit our site to see an example of what their ads look like. Now, down to the meat of it..

Bidvertiser Code
As expected Bidvertiser provides embeddable Javascript to facilitate ad retrieval, but centralizes layout definition at the ad server. Essentially, the Javascript acts as a placeholder which calls the ad script. Unlike Adsense, you dont have to update this code (ie modify your template or web page) every time you change ad parameters. In fact, you’ll probably notice the complete absence of configuration parameters in the Javascript. I found this a pleasant relief from the norm being able to change, colorize etc from the Bidvertiser interface rather than having to cut and paste with every change.

Bidvertiser Ad Units
Bidvertisers publishers interface allows selection and colorization of the ad units which are Adsensesque in layout, with the usual array of banners, skyscrapers, rectangles, and button formats.

Part of the Bidvertiser Publishers interface also provides for ‘Free Design’ which is a powerful feature affording not only the usual colorisation features, but sizing of the layout and font manipulation. Unfortunately it appears locked at just 2 cells (ad units) so it is a little restrictive. I decided to proceed with the ready rolled banner and vertical.

Bidvertiser Controls, Metrics & Reporting
In terms of campaign management, Bidvertisers controls are easy to use and well structured. Reporting is the usual impressions, clicks, revenue format with date filters, while a series of preformatted report views are available at a click. There is also a competitive ads interface, allowing you to designate the ads you don’t want appearing on your site. This is handy because it also reflects the highest bids per ad.

Bidvertiser Payouts
Although I dont yet have any metrics or payouts (I only just put the ads up), I did take a look at the current bids on a variety of topics. Many were at the 2c mark, but there were also some in the higher end at $3+ per click. Bidvertiser payouts are much Like Googles, in that you wait until the end of next month to receive this months revenue. The minimum payout for Bidvertiser is 10$ Paypal, or $50 by check.

Bidvertiser In Action
The ads will be featured on two sites, one being this site, obviously all about PPC and relatively difficult to convert, while the other, a niche product site is relatively easy to convert but with average traffic. Both sites are promoted exclusively through organic (unpaid) SE listings.

Bidvertiser Drawbacks
I don’t doubt there’s more than one, but the one that I noticed off the bat was the need to create distinct ads per site. Indeed the code is portable and might well work across multiple sites, but the TOS state that clicks originating from sites who’s ad code is not unique to that site will not be counted. Basically, you have to create distinct ad code per site, and that’s not good if you operate a network of hundreds of blogs.

Thats the Bidvertiser wrap right now, lets see how the ads perform over the next week. If you have questions please feel free to post comments..

If you would like to be included in this list, leave a comment remembering to provide your location, and contact details. The objective of this list is to provide a reference for people seeking PPC Consultants or guidance. Note that those who respond to both our PPC Advertising Firms post within the designated period, and comment on this post, will be hilited accordingly.

If, by way of search engine optimization this or other PPC Reference posts invade your space (SERPS), you’re in for a surprise. You see one of the foremost tasks in PPC marketing is keyword analysis, and as it happens, the above keywords (the most popular keyphrases associated with PPC (Pay Per Click in this context) according to Wordtracker), remain virtually non competitive.

It shouldn’t be too difficult for professionals to track new competitors in this space, so..

I invite these companies that should by default be watching this space to comment on this post. If you notice it between publication date & within 7 days of it’s appearance in the top 10 of Googles index, and comment accordingly, I’ll retain your comment, including a friendly link back to your web presence.

If you’re LOOKING for the services of PPC Professionals, you can take a quick look at the comments for this post, or our other post PPC Professionals By Region. I feel this approach is the best way to evaluate who’s on the ball, and whos just kicking it around.

In fact - the posts @ Pepperjam are LIVE, which means I’m reading these as each presentation concludes. Its not all that often I’m impressed, but these posts read like a hotly anticipated ebook as its being authored. If you needed a business case for attending - now you have it.

It would be good to see some sort of practical workshop included (perhaps as a way to reinforce the knowledge transfer) on something like arbitrage. This would be if anything, a great way to demonstrate key principles in the wild.

Additionally, I’d like to point out 2 OTHER ASPECTS of Elite Retreat that don’t necessarily show through in PJs posts, but are none the less a very tangible, significant aspect of knockin noggins with these folk. CONTACTS, and SUPPORT !

While reading Shoemoneys blog sometime back, I realized that they not only impart nuts and bolts knowledge, but they continue the dialogue with support calls to ensure attendees are proceeding toward their objectives. Having the likes of these people providing one one on one guidance is a RARE opportunity.

I hope you enjoy reading about the Retreat as much as I have, I certainly garnered the odd gem or two.

Below are links to each of Pepperjams posts (as they’re released) for day 2 of Elite Retreat or you can take a gander at coverage of day 1 in my previous post.

Here is Pepperjams coverage of Elite Retreat Day 2 with Darren Rowse.
Here is Pepperjams coverage of Elite Retreat Day 2 with Lee Dodd.

Simple gold includes using crazy egg for landing page/heat map analysis, and of all things waiting till you have 1000 uniques per day to monetize (a good idea I hadn’t even considered). The platinum is there too, with in depth discussions on arbitrage, recurring subscription, and direct ad sales. He even goes into what was behind his famous Adsense check and how he earned it.

If thats not impressive enough, hes providing examples of everything with his own sites. If I sound a little chuffed at this, I am. Mostly because in the first day alone, he’s validating the costs, and I’m seeing substantial evidence of an event that may yet make my ‘must do’ list. He’s not just warbling either - he’s providing his own real world examples.

I’ll be all over the PJ (and attendee blogs) like flies on shit - this is going to be an interesting few days, providing of course the quality of commentary persists. I’m enjoying visiting the sites cited as examples of the various marketing methods.

I wonder if these guys will ever do a workshop. The real hands on stuff - kind of like, at the outset of the event, you bring the longtails and we’ll show you how to setup (AS/MSNAC/YPN), monetize/landing - crazy egg, and manage (tuning EPC) some serious arbitrage (without spending gazillions). At the end of the event how much money have you made and why ?

SEE FOLKS !? Theres the ghist of it - the coverage alone has already got me thinking.. and thats the point.. a definite ‘MUST DO’ !

Take a look at the initial Elite Retreat Coverage On Pepperjam Blog, or an attendees perspective with Emoms At Home which is actually for dads too . You can also check out Shoemoneys Blog for a gander at that famous check, or like me, to read up on his arbitrage experiments.

Update:
Here is Pepperjams coverage of Elite Retreat Day 1 with Shoemoney.
Here is Pepperjams coverage of Elite Retreat Day 1 with Niel Patel.
Here is Pepperjams coverage of Elite Retreat Day 1 with Arron Wall.

He covers Affiliates, Contextual, Donations, Subscription, and Direct Ad Sales. These are only 5 of literally dozens, but he provides that all elusive lowdown we’re always after. He’s successfull enough to have a valid perspective, and his style, while unpolished, is far more informative and useful than most out there (like I said, one of my favs).

If monetizing your site is something that interests you (why else would you be reading this blog ?) - go take a look at his personal blog. Better yet, if you crave the lowdown, tune in to his radio show ‘Net Income’ - the dialog is relaxed but VERY on topic.

Hes down to earth, and thankfully, doesn’t care for hype. A handy PPC reference indeed !

I recently received a DMCA complaint from Google where a third party was claiming that one of my sites was reproducing their content without their permission. Moreover, the site was reproducing others content too ! - I really couldnt help but laugh. Initially, I went looking for an email I might have missed, or some other indication that I had in fact received a complaint from the complainant via normal channels. But of course, contrary to their claims - no such communication had taken place.

It surprised me that in their complaint, the complainant had mentioned third party sites they couldn’t possibly represent (because I owned them), but not just that, they had 2 weeks prior published an article on a similar topic. Was this their ‘experiment’ ??

Google requires you to respond to the complaint not only with remedial action, but in accord with a legally binding agreement that makes you subject to federal jusrisdiction in the United States. If like me, you’re located on the other side of the globe, you’re actually expected by way of this document to MAKE yourself subject to same. I actually had to do a double take when reading this recommended response to the complaint, in that which halfwit, wherever they may be from, would actually agree to being legally bound in this way ??

My response of course was to ignore the complaint and register using a different business entity. And yes, to placate any naysayers, remove the ‘infringing’ content. But it does lead me to question why Google would actually compell third parties to agree to be bound by the DMCA when the process can be so easily abused by complainants.

Remedy through removal of infringing content - fair enough. Expect earners to bend over and take it up the @ss legally because a competitor wants to play cute - I dont think so.

Its easily sorted as described above, but still annoying when it could have been sorted through simple communication (assuming genuine intent and assertable rights).

Google noose anyone ?

In fact, sifting through the bullshit is like researching the latest & greatest SEO practices.. 90% waste of my time, 5% indirect waste of time and 3% a qualified ‘investigate further’. I suppose its like the old saying ‘you get what you pay for’, but still, I like to think theres a little truth in the usual marketing banter of PPC vendors.

That people actually do business with parties that claim to have the highest payouts, broadest market share and so on, baffles me. If someone lies point blank to your face, do you then rush off to do business with them ? HELL YES !

At least, that seems to be the game on the net nowadays - much like popular opinion drives the notion that content is king in SEO circles, it seems publishers are happy to look for PPC affiliates that rank highest on the bullshit-ometer !

If you’re sick of the crap these parties publish to try and land accounts, sick of the lack of reliable information, and frustrated by the lack of reliable PPC references that provide the lowdown on these parties, I relate - but grab your jewels.. it gets worse..

Not only do they deliberately publish misleading information, they manage to waste the time of prospects by deliberately avoiding disclosure of qualifiers. By this, I mean failing to disclose the criteria by which they assess publishers for inclusion, instead preferring to cloak it all in generalisations and blanket statements.

Not to mention the actual KEY CRITERIA by which all publishers should assess an affiliate - and that of course is the dollar value per unit, click, impression etc.

It seems so far, that any foray into the world of affiliates is nothing short of neverending shades of deceit.. and advertisers wonder why their dollars amount to vapor. When prospective publishers are treated like this, what do they expect ?

Right now my observations are simple. If they throw the usual bollox at you, avoid them. If you’re an advertiser, ask yourself if you can honestly believe their pitch. If not, if you have even the slightest doubt, do yourself a favor and move on. If you’re a publisher, ask yourself what control they afford you - what are they disclosing. Are you left hunting through reems of FAQs & fineprint to try and answer the simplest most obvious of questions at the outset ?

At the end of the day, these companies KNOW the questions you’re arriving with, they KNOW what you’re hunting for both as marketer or publisher. They know what you need to qualify them as a partner. If first impressions leave you confused, dont pay for them.