Pay per click costs is ever so high for advertisers in the billion dollar industry. In the recent past, pay per click advertising has grown to great heights but in the same breathe, there are many concerns.   Keywords see to it that search engine marketing of this kind works. Some keywords will be more valuable than others and this can be determined by relevance and importance. It is becoming important for all advertisers to look at ways to cut costs where they can. In many instances, they will pay for advertising that will not yield much. In other words, adverts might appear on sites that do not have enough or relevant traffic.

Through pay per click, readers can read about the products and services they are looking for and when they click on ads present, this will have implications. This system is designed to help all people but problems come in when 80% of all people never take time to click on the advertisements. For this reason, those who have a lot to loose or gain take steps to get the system working for them. The growth of pay per click costs is dramatic and each year is recording higher costs for advertisers. During holidays, these costs will usually double and this has been observed.

Major search engines like Google, MSN and Yahoo will have certain start prices they set for their keywords. Pay per click costs have been some of the major sources of income for search engines. Success on advertisers will be based on the kind of keywords they choose to have so that the high costs can be cut.   Among others, use of negative keywords will see advertisers reduce costs dramatically. These are words that might help retain relevance where search queries are concerned. For details on this, there are many sites to get information and Luna metrics is a good resource.

It is vital to note that out of 5 readers, only 1 will be reported to click on an ad they are interested in and this is how it is. The costs can be too high and the returns too low. However, more and more advertisers are biting the bullet and making the system work by looking for methods to keep pay per click costs low. However, many advertisers are going a different direction with advertising. Many have settled on search engine optimization for organic traffic. Many seem to be comfortable with this method as more and more gains continue to be reported without exorbitant costs.