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Frequently Asked Questions
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What is a Search Engine? |
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A Search Engine is a program that allows people to search for and retrieve information from a database. Search Engines generally display Search Results according to sophisticated algorithms which attempt to return the results that are most relevant to the Search Query.
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What is Search Engine Marketing? |
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Search Engine Marketing, or SEM, is an overall advertising strategy that promotes a website by increasing it’s visibility in Search Engine Result Pages. Two of the most successful SEM activities are Pay Per Click Advertising (PPC) and Search Engine Optimisation (SEO).
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What is the difference between PPC and SEO? |
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PPC or Pay Per Click is a form of online advertising where the Advertiser pays each time an Ad is clicked. PPC Advertisements may generate large numbers of Impressions, but PPC Advertisers only pay for clicks on those Ads. PPC Campaigns can be established and activated in a short period of time, and generate traffic almost immediately. Search Engine Optimisation (SEO) refers to the technique of optimising a website to improve its Ranking in the Natural Search results. The results of SEO may take some time to become apparent.
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Do I need PPC and SEO? |
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No, you don't, but using both strategies will give you the best of both worlds. PPC Advertising is a great way to quickly drive visitors to a website. SEO is a longer term strategy which is offset by getting the website listed in the natural results in which clicks to the site are free.
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Do I have to advertise on more than one Search Engine? |
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No you don’t. However, you will not be getting maximum exposure for your website if you choose just one Search Engine. The major PPC vendors in Australia are Google AdWords and Yahoo! Search Marketing.
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Can I pay to be at the top of the Search Results? |
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Yes and No. You can pay for advertising within the Sponsored Links section of the Search Engine Results or on sites which participate in Content Match and, under certain conditions, your ad may appear in the top position. However, you cannot pay to influence your position within the Natural Search results.
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How much does a click cost? |
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The actual cost for a click can vary significantly depending on the popularity of the Keywords, competition from other Advertisers, and the Advertisers own bidding strategy. A typical click may cost between say 20c and $2, but this could be much higher for some high-value terms such as "Home Loans".
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Do I have to commit to a minimum monthly spend? |
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Not at all. You set daily budgets for each campaign, limiting the maximum amount you are prepared to spend. In any calendar month, you will not pay more than your daily budget, pro-rata. Indeed, it is quite feasible for your actual spend to be less than your budget. Every element of a campaign can be paused, deleted or re-activated at the click of a mouse button, so you have complete control over your ad spend.
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