Pay Per Click is a type of advert that is only paid for if a viewer clicks on the advert and views the page it links to. Many companies provide this service, the most famous being Google, although Yahoo and other advertising agencies supply a similar service.
This is a very useful type of advertising because it only costs the advertiser, the person paying for the advert, if it actually works. This makes it very attractive because there is some guarantee that it will work for the advertiser. Unlike television, radio and other media adverts that must be paid for whether the viewers or listeners reply or even listen to the advert.
Unfortunately some still try to commit fraud by creating pay per click rings where people are paid to click on adverts simply to charge the pay per click fee. This is illegal and frowned upon by providers. You could risk banning from the service if you are caught.
Obviously not every visitor will click on your adverts but a percentage will, what that percentage will be will depend on a number of factors.
One of the most important factors that controls the efficiency of Pay Per Click adverts from both the webmaster and advertisers perspective is the relevance of adverts and page content.
If the theme of the advert is related to the content of the page the chances of a visitor wanting to read more about an advert is much more likely. For instance, if an internet user finds your rugby blog after doing a search on rugby they are very unlikely to click on an advert about ballet dancing lessons, but are much more likely to click on a rugby shoes sale.
If you are going to include adverts in your site make sure you put plenty and well positioned to increase the chances of your visitors seeing them and more importantly clicking on them.
Another point you must think about when using pay per click adverts is that not all advertisers pay the same amount. Some will pay you 5 cents while others $30 depending on the subject and the return of investment the advertiser expects. It pays then the fine tune your website to attract the pricier adverts.
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