STRATEGIZE

Introduction to Pay-Per-Click (PPC) Engines

PPC engines have greater similarities to other online advertising products than they do to traditional search engines. Unlike spidering search engines, which provide no positioning guarantees, most PPC-engines let you bid on a per-click basis for the search position you want. The highest bidder gets the top result, the next highest the second and so on. Google's AdWords program modifies this strategy, combining both CPC (cost-per-click) and CTR (click-thru rates) for positioning determinations.

Examples of popular PPC engines are:

• Overture
• eSpotting
• FindWhat
• Kanoodle

You can learn more about PPC engines at Pay Per Click Search Engines and Search Engine Watch.

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