The Basics of “Pay Per Click”

Everyone now knows that “google word searches” are a primary way customers find products and services.

So how do you have your web site appear in the top listings? Buy a “Pay Per Click” plan. Where? on Google where 80% of all searches are initiated.

In this example, Jupiter Medical Center wants patients seeking information on bariatric surgery to visit their site.

A monthly budget is set, you provide Google a list of “Key Words” and a target price per word. In this case the words/phrases chosen were Bariatric Surgery, Bariatric Surgeons, Gastric Bypass Surgery, Lap Band Surgery, Weight Loss Surgery and the “auction rate” for the words fluctuated around $5.00.

Other advertisers paying to be the top search words in the chosen market area are competing with you for the top positions. The plan can be focused to as narrow as a county. Jupiter was only interested in searches are initiated within Palm Beach, Martin and St. Lucie counties (Florida).

Each time an individual “clicked through” the listing to get to the web site, Google charged the “auction price” until the daily budget was exhausted. (The monthly budget was divided by 30 to provide a daily budget).

At the end of each month, a report is generated a report that shows which keywords create the most click-throughs, and shows how the budget was spent. The budget can then be adjusted upward or downward.