Apart from fixed-site surfers, most Internet surfers regularly use Internet Search engines. Small wonder that everyday there are 200 million searches conducted on Google alone !

And no wonder that most websites compete for a "Top 10 Listing" on major Internet search engines ? (To ensure that their web-sites are displayed in the Top 10 list based on key words or phrases that are relevant to their websites.) Simply, because this brings "willing eyeballs" (surfers with a desire to see one or more web pages). And therefore, more advertisers.

And why "Top 10" ? Because, whatever the category of surfer, and regardless of the purpose (entertainment, shopping, research, etc.), it is mostly the Top 10 listings that get clicked on when search results are given.

Can every web-site afford to be "Top 10 listed" with major Internet search engines ? And can every on-line ad afford to be listed on the Top 10 web-sites ?

The Pay Per Click Search Engines (PPCSE)
The recently introduced Text Ads by Google and Yahoo! (Overture) and others like FindWhat, Kanoodle, Enhance, LookSmart & Espotting are a (new) means to help web-sites & online advertisers take advantage of the 100s of millions of daily search results displayed by their Search Engines. (Other players like FindWhat, Kanoodle, Enhance, LookSmart & Espotting have also jumped onto the PPCSE bandwagon.)

Simply put, PPCSEs are search engines which give rankings to various websites based upon the amount of money the website owner is willing to pay for a particular keyword. These paid search listings are simultaneously displayed alongside the main search results in the form of a few words chosen by the sponsor. These words, referred to as a "text ad" are linked to designated web pages specified by the advertiser. And billing is usually done on the basis of per click.

By bidding successfully for top spot for key words of interest, a web-site which promotes a product or service can pull "willing eyeballs" to relevant pages. And since payment is based on "per click", this advertising expense may actually have some direct relation to realization.

PPCSE Online Ad Campaign
Designed for limited budget or even alternative campaigns, a PPCSE ad campaign requires the following steps :
• Identify the key words relevant to your product / service
• Bid for the key words for one (or more) search engine(s)
• Design & host the web page
• Design the "text ad" to be displayed on search results pages along with a hyperlink to web page
• Monitor billing (pay-per-click) and automatically track the hits
• Measure sales conversion ratio (no. of sales v/s total no. of hits )
• Review - bid rate, key words, search engine choice and web page design

Of the above, monitoring & reviewing bid rate is critical - a bid amount if "bettered" by a competitor, will result in reduction of (pay-per-click) billing. With a corresponding loss of hits !

For example, a herbal toilet soap brand may bid for key words like "skin care" "surf natural care" "herbal care" & "cosmetology". Any search with any of the above-mentioned key words will display the text ad. And a click on this text will take the viewer to the target web-page for further action.

The Future
The future of Search Engine Advertising is being defined by search engine technology.

7Search, the 2nd most used PPC search engine is currently developing its "Predictive Search" technology. This search engine methodology will allow advertisers in one field of business to promote their website using keywords that are "connected" to a prospective customers' search. (Example: "flowers" and "greeting cards".)

"Predictive Search" results (which will appear on the side of traditional search engines search result list) will display advertisers' products or services that "attach, complement, enhance, safeguard, compete or are needed in parallel with the products or services the surfer is searching for." And keyword editors currently generating search terms and advertiser category assignments for current and future advertisers, adding relevant and connected terms to each category of business.

Looks like every routine search using a Search Engine may soon also generate an "intelligent" version of Internet Yellow Pages !