> Does anyone have experience using google or any other search engine for advertising? I cannot comprehend how they calculate per-click costs, or whether such advertising is worth the expense. >

>Yes, Adwords is the first PPC account I'd recommend that most businesses should open and the last one to close. If you have a 5c click then you won't pay more than 5c, but you might pay less; say, you have left the account at default settings and a Content partner site brings you a click. >

>Your monthly budget is precisely that, so the daily spend could exceed the notional daily budget, but it catches up and you are not billed more than the desired budget. >

>The ranking of ads is based on the maximum cost per click times the click through ratio, so simply bidding high is not always a good policy. If your ads are not appealing, the CTR will be low and the good 5c ads will rank above your not-so-appealing 10c ads. >

>There is a lot to be learnt in Google PPC, as this engine has the greatest number of options. By contrast, Overture is a no brainer - pay more and rank higher. But with all PPCSEs, you could attract the wrong clicks because your ad was misleading.

>Ash

Private Reply to Jay Berkowitz (new win)