Pay Per Click in 2006 :: The Latest News and

 Pay Per Click in 2006 :: Latest news and tactics discussed at SES New York

There is probably no doubt that PPC has been here for a long time. And while many PPCs were fired in the early days, it is clear, based on search engine revenue, that PPC is here to stay.

Therefore, online marketers need to understand what it is, how to use it, and what your competitors are doing. It is also important to know what some of the most effective tactics are.

The first thing to know is that PPC marketing is evolving just like organic marketing. There are new players entering the market in unique ways to help you improve your PPC results.

Take MSN, for example. Due to its huge user base, it can offer demographic placement of ads. In other words, if you want your ad to appear only to women in the 20-35 age group, then MSN offers that option.

Google and Yahoo! they also offer some form of demographic placement, but not within MSN. With both, you can also choose to place ads in geographic areas, for example, or restrict your contextual ads to appear only on selected pages if you choose to do contextual matching.

In addition, as a PPC advertiser, you need to be aware of the types of advertising and delivery platforms that are currently being developed.

For example, we already know that Google goes for Click to Call ads. They offer AdWords advertisers the opportunity to advertise in magazines, and they are likely to be able to advertise on the radio as well.

But there are also other formats in the works such as rich media commercials and video ads.

In reality, the online paid advertising market is still in its infancy. As the internet becomes more secure in our lifestyles, so do our advertising opportunities.

In the future, see more ads embedded in all of our online content, including videos that we download or watch, and even web media that we receive through our portable devices.

However, there are some drawbacks to paid advertising. In a recent session of Search Engine Strategies covered by SEO Roundtable, attendees learned how competitive the paid landscape is.

They have introduced a variety of bidding tactics designed to help the bidder own the market space.

With things like shadowing and surfing, one can effectively force a competitor out of the market for selected keywords.

Or bidders can work together to lower bid prices while still maintaining their online presence.

These are tactics that go beyond landing page creation, dayparting, and other bid management tactics. But it shows how competitive some companies have become.

Overall I think the best bidding strategy should start with recognizing your bottom line what can you pay to bid and still make money? This is where some businesses fail, while the most successful move to bigger and better things.

This ROI-based offering can help ensure that you don't break the bank while trying to stay competitive.

These types of offers can also help you find those markets that are not being utilized by forcing you to constantly analyze and re-analyze the market to look for those opportunities.

Remember, an effective paid campaign is like an effective organic campaign. You don't always have to be number one. In fact, in some cases, position number 2 or 3 can be much more effective at a much lower cost.

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