PPC Management Frequently Asked Questions

What is Google AdWords and what search engines does it include?

Google AdWords, the Internet's other eminent provider of pay-per-click search listings, created its own distribution network in 2002. With partners that include powerful sites such as AOL, EarthLink, AskJeeves, Netscape, Lycos, InfoSpace and more, the Google AdWords network reaches over 80% of active Internet users. The order of the listings within Google AdWords is uniquely determined by an algorithm that combines the advertiser's bid with its click-through rate, and the advertiser pays only when searchers click on its ads.

What is Yahoo Search Marketing and what search engines does it include?

Previously named Overture, Yahoo Search Marketing is the original innovator of paid search engine listings. Overture was launched in 1998 as GoTo, a search engine that sold its highest listings to advertisers on a pay-per-click structure. By late 2001, Overture had expanded its services by striking arrangements to place its paid listings on most major search engines. With this format, advertisers vie for top ad placement in a real-time auction environment - bids are placed by designating the maximum dollar amount that the company is willing to spend per click for each search term. Advertisers pay only when searchers click on their ads. Yahoo acquired Overture in 2003 and renamed it to Yahoo Search Marketing, whose distribution partners now include search, content and portal sites like Yahoo, MSN, AltaVista, Excite, InfoSpace and CNN.

How much does it cost each time a searcher clicks on my ad?

Both Google AdWords and Yahoo Search Marketing allow you to select a maximum bid on a global account level or for each individual search term. A bid is simply the maximum amount you are willing to pay for each click. Yahoo Search Marketing requires a minimum bid of $0.10, while Google AdWords has no minimum bid requirement. When one of your ads gets clicked, you pay $0.01 more than the maximum bid of the next lowest bidder. For example: ABC Florist's maximum bid for the term "flower shop" is $1.00, and 123 Florist's maximum bid for the same term is $0.50. Each time its ads are clicked, ABC Florist pays $0.51.

Where will my ads appear?

Your ads will appear at the top or right-hand side of the search results pages of Google, Yahoo, MSN, AOL and the other sites in the Google AdWords and Yahoo Search Marketing partner networks. These highly visible areas are often boxed and/or highlighted and titled as "Sponsored Links," "Sponsor Results," or "Sponsored Sites." Most search terms have multiple bidders competing for top positioning, and in those cases the highest bidder receives the top spot. The top two or three bidders will usually show up at the top of the search results page while the remaining bidders will show up on the right-hand side of the page. Google AdWords also factors in the bidder's click-through-rate when determining its position, rewarding higher relevancy and clickthroughs with higher positioning at a lower cost-per-click.

Do I have to pay if the same ad is clicked on multiple times by the same searcher?

Both Google AdWords and Yahoo Search Marketing take the credibility of their programs extremely seriously. They have developed complex programs and mechanisms to ensure that advertisers are paying only for legitimate clicks. Entire departments exist at both companies to protect the best interests of advertisers while securing the stability and integrity of this ever-growing and changing marketplace.

Why should I pay for search engine clicks - can't I get them for free?

As the pay-per-click search engine marketplace has seen some major developments over the past several years, the "natural"/"organic"/"non-paid" search engine process has also gone through its own share of changes. Originally all you had to do to get your website listed in the highest organic areas of the major search engines was submit the site, update its meta tags, and include a few key search terms scattered within its content. The process is now much more complex and detailed, as it is has become a common practice of search engines to frequently update the specifications of their search algorithms and spiders. Additionally, search engines like Yahoo charge an initial and annual fee to be listed in their directory. This has made it near impossible for most companies to keep up with the many elaborate demands required to achieve worthwhile positioning. Most of the top organic search listings that you find today have attained their spots with the help of a third party that specializes in search engine optimization (SEO). Professional SEO is quite costly, can provide no guarantees, and typically requires initial periods of weeks or even months before satisfactory results, if any, are achieved. There is also an element of risk involved with SEO, as more and more websites are being banned by search engines because they or their SEO company have practiced questionable or unethical SEO methodologies.

Are there other providers of pay-per-click search engine advertising besides Google AdWords and Yahoo Search Marketing?

TBS has chosen to provide its services exclusively with Google AdWords and Yahoo Search Marketing, which, when combined, reach almost 100% of Internet users. While other smaller PPC providers exist (i.e. Kanoodle, Looksmart, Enhance, goClick), they are less reliable and offer an insignificant amount of additional reach over what is already available through Google AdWords and Yahoo Search Marketing.

Does TBS need to access my company's website in order to set up or maintain my account?

Participation in Google AdWords and Yahoo Search Marketing does not require access or changes to your website. However, we sometimes find that advertisers encounter disappointing advertising results mainly due to design, content and/or navigation problems within their website. These problems often cause website visitors to become discouraged and subsequently exit the site before purchasing or requesting more information. We will let you know if we believe your site needs work in order to maximize the efficiency of your advertising efforts. When applicable, we are available on an additional consulting basis to offer you professional recommendations to optimize your site. If your site requires extensive updates related to structure or design, we are happy to put you in touch with a professional web designer.

How long will it take for my ads to start showing up?

Once you have completed the sign-up process with us, your ads will be active within two business days.

Once my campaigns are set up, why is continuous monitoring necessary?

The auction-like format of pay-per-click advertising allows for you and your competitors to adjust your bids as frequently as you choose. Without an experienced professional monitoring these changes, it is very likely that you will pay too much per click, miss valuable opportunities to optimize your positioning, or even exhaust your budget too quickly. Additionally, the structure of pay-per-click advertising accommodates unlimited scenarios in which changes to ad content, match types, landing pages, search term selection and/or geographic targeting can cause significant changes to the overall performance of your campaigns. It truly requires structured management by a trained eye to ensure that your ads are continuously in the most cost effective and productive positions.

What isTBS customer service like?

At TBS, customer service is a top priority. Your dedicated account manager is available via telephone or e-mail to provide account information and answer questions as they arise. You can be assured that the professional who answers your calls and e-mails is an expert in your account and is fully prepared to meet your needs in a timely and proficient manner.

Can I request changes to my campaigns?

We fully understands the need for flexibility within any marketing program. Whenever you need us to make a change, just give us a call or send us an e-mail – we will make sure to administer your request as soon as possible. If your change request is related to your search term volume or budget, we will simply process the change and adjust your monthly management fee accordingly..

What is included in my monthly reports?

At the end of each monthly billing cycle and on request, we will e-mail you a detailed search term performance report in Microsoft Excel format. Each report provides you with informative data for each active search term including number of clicks, average click-through rate, average position, average cost-per-click, and total cost.