Etips is a publication of:
Your Guide to Professional Web
Site Design and Development
Hello,
Welcome to this week's edition of Etips.
Last week we began a two part article series entitled, Pay-Per-Clicks...One
way to boost traffic to your web site, written by Robin Nobles. This
week we will conclude this series with part two.
If you missed part one, you can find it in the
Etips
Archives.
I hope you'll enjoy this week's edition of Etips.
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 Pay-Per-Clicks...One way to boost traffic to your
Web site (Part 2)
By
Robin
Nobles
Advantages to Working with the
Pay Engines
The pay engines offer many advantages to Web site owners, including:
1. If you have a brand new site with little or no visibility and no link
popularity, the pay engines are certainly a way to get started fast while
you wait for your standard search engine marketing efforts to kick in and
take effect.
2. Pay-per-click engines are ideal for holiday promotions, special sales,
or to jump start slow engine traffic.
3. With the pay engines, you have instant visibility in whichever search
engines display those results.
4. You choose your rankings, depending on how deep your pocket book is.
5. If some of your keywords aren't performing, you can choose other ones.
6. You only pay for clicks to your site, so you can target your traffic by
the keywords you choose.
7. With regular optimization efforts, it's sometimes difficult to achieve
top rankings if you're in a highly competitive field. With the pay engines,
you pay for your rankings, and VOILA! You're there!
8. Purchasing keywords is certainly easier and less time consuming than
optimizing your pages.
9. With regular engines, when algorithms (or ranking criteria) change, you
can find yourself booted out of your top spot. With the pay engines, as long
as you're willing to hand out the cash, you'll be on top.
10. You can target your audience based on the keywords you choose. Most Web
sites have multiple target audiences, so pay-per-click keywords are a way
to reach each of those target audiences.
11. Pay-per-click is generally less expensive than traditional advertising
media.
12. With pay-per-click engines, you don't have to worry about design strategies
that could mean death to a Web site otherwise. Is your entire site one huge
Flash movie? No problem, if you go through the pay engines.
Tips for Boosting Your Chances for Success with the Pay Engines
When working with the pay engines, it takes practice to achieve a level of
success. So, start out slowly, and keep a tight rein on your budget. As you
become better at crafting titles and descriptions and choosing highly targeted
keywords, you'll gradually be able to increase your budget, if you choose.
Here are some additional tips:
1. It's not always best to be #1. Many compulsive "clickers" automatically
click on the #1 result when they have no real interest in buying your products
or services.
2. Be sure to include your keyword phrase in the title and description you
create at the pay engines. Take special care in creating a description for
your site, since within the top three slots, the best description gets the
most traffic, as a general rule.
3. Your keywords must be relevant to the content of your pages. Overture
is particularly careful about this.
4. Choose very targeted keywords so that you don't pay for needless click
throughs. Don't ever choose a general keyword, because your costs will skyrocket
but the traffic won't convert to sales.
5. Spend time researching your keyword choices at Overture's Search Term
Suggestion
Tool or
WordTracker.
6. Generally, you'll have more success if you purchase 10-20 keywords as
opposed to just a few.
7. Choose a broad range of keywords and bid prices and test the waters. Watch
your keywords carefully. Non-productive keywords should be eliminated and
new, more productive keywords should be purchased instead.
8. For Overture, consider purchasing a "Premium Listing," which means that
you hold the 1st, 2nd, or 3rd ranking for your keyword phrase. Why? Because
engines like AltaVista and Lycos show the first listings only.
9. Set up a separate "tracking" page to send your pay engine traffic. In
order to show whether or not the cost is worth it, you need to be able to
track your click throughs and sales. Don't send pay engine traffic to your
home page.
10. Write your title and description using "objective" language rather than
"subjective." In other words, don't say that your product or service is the
best or #1 (subjective). Rather, list some of the benefits of your service
that make it unique (objective).
In Conclusion
You'll find many benefits to purchasing keywords through pay-per- click engines,
but you need to learn some basic guidelines before you get started. By doing
so, you'll hopefully find more successful when working with the pay
engines.
Copyright 2003 Robin Nobles. All rights reserved.
About the Author:
| Robin Nobles,
Co-Director of Training,
Search
Engine Workshops, teaches 2-, 3-, and 5-day hands-on, search engine marketing
workshops in locations across the globe. She also teaches online search engine
marketing
courses and has two books available through Amazon and other
bookstores. |
|
| Tip of
the Week |
 |
When selecting a domain name,
try to select a name that contains your primary keyword phrase, as some Search
Engines place relevance on them. In addition, select a domain name that will
be easily remembered and try to avoid using abbreviations or anything that
will be difficult for your visitors to remember.
Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
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| Syndication
Feeds |
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| Internet
Marketing and Promotion |
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| Business
/ Sales |
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| Web
Design |
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| Dr. Kevin
Nunley's Biz Tips |
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| Web Site
Design Tips |
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