In addition to full service website development and search engine optimization services, Softrim offers comprehensive pay per click advertising management programs.

Effective pay per click programs must be based a clear strategy, well written title and page description meta tags as well as in keyword submissions. Pay per click advertising expenses include the initial setup and ongoing management of keyword campaigns plus a fee every time someone clicks to the website on the search engine results page.

The pay per click fee is equivalent to an auction for each keyword or phrase. You bid a dollar amount (usually 3 to 25 cents for items such as power tools or rugs, and going up to $5 for high end goods). Your account gets charged the bid amount each time someone clicks on an ad on the search engine results page. For example, on the www.bestrugs.com e-commerce site, bids may be about 10 cents for ‘kids rugs’ but may have to go as high as $1.25 for ‘rugs’. The more you agree to bid for a specific keyword the higher your site will rank in ad listings.

To ensure that bids are effective (neither more than necessary nor less than required) and also to handle the large amount of processing needed to build keyword campaigns and analytics, Softrim uses leading management software to automate the processes. Strategies in selecting and updating keywords are based on close discussions with clients and marketing research.

Search engine optimization should eventually increase a website’s rankings and show it at the top of search engines’ results pages. This is known as organic placement. Many businesses, especially in the e-commerce arena supplement their organic efforts by paying for top spots on search engine results through pay per click advertising programs. This is known as paid placement.