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Pay-per-click promotion online

Pay-per-click promotion online

There are three major pay-per-click search engines in the UK.

For most charities effective online promotion can be achieved at minimal cost by registering for free at search engines and directories. If, however, your charity needs to guarantee a high profile on key search engines, then paying for the service is one option.

In the UK there are three main pay-per-click search engines – Overture, Espotting, and Mirago. These sites let advertisers bid on keywords, with the highest bidder receiving top ranking on search results for that keyword. Advertisers pay each time someone clicks on their listing in the search results.

Each of these pay-per-click search engines power other sites, so advertisers’ links can appear on several sites. For example, Overture’s results also appear on Freeserve, AltaVista, MSN and Yahoo.

How often do search terms relevant to your charity crop up? Overture.com offers a helpful report which will show you how often a keyword was used as a search term in the past month.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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