PPC or pay per click is an important tool, in Internet marketing. It is one of the most thriving methods of generating traffic on your site. This traffic when converted to clients results in high ROI = money.

PPC或者按每次点击支付费用在网络营销中是一个非常重要的工具。它是带动网站流量的最常用方法。当流量提高时，将会带来较高的投资回报率，这就是钱。

But to make money you need to understand the modus operandi of PPC advertisement.

但是，如果要赚钱的话，你需要了解PPC广告的基本特征和做法。

The PPC Campaign
PPC活动

An effective PPC campaign needs research and organized planning.

一个有效的PPC行动需要研究并作出有组织的计划。

Choosing an Effective Search Engine
选择一个有效的搜索引擎

Search engines, like Google Adwords and Yahoo- Overture can greatly enhance your PPC campaign. The bigger and popular the search engine the higher the key word bid. But then so are the ROIs.

搜索引擎，就像Google Adwords和 Yahoo这样 —— 采纳他们的建议可以迅速提高PPC活动的效果。在搜索引擎中关键词排名越靠前，越受欢迎，那么出价也就越高。这就是所谓的投资回报率。

Don't underestimate the less popular search engines. There are specialized search engines that are dedicated to particular businesses or consumers, ex- real estate or automobiles or even cigars. These search engines generally have lower costs per click to rank for a keyword than the larger search engines.

不要忽略那些不太受欢迎的搜索引擎。自从房地产所有权、汽车以及雪茄烟诞生以来，它们同样也是专业的搜索引擎，并献身于特别的商业活动或消费者。这些搜索引擎的点击费与大型的搜索引擎相比，通常较低。

Research the search engines for ? Searches preformed per month ? Affiliate and search partners of the search engines ? What fraud prevention methods are employed ? How is click fraud prevented and handled ? Key Words or Key Phrases bid amount ?

很多问题值得思索：研究搜索引擎的目的是什么？研究每月都要进行吗？是否要加入搜索引擎会员？必须如何防止上当受骗？如何避免作弊点击？如何给关键词和关键句定价？

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