Etips is a publication of:
Your Guide to Professional Web
Site Design and Development
Hello,
Welcome to this week's edition of Etips.
Driving a steady stream of targeted potential customers to your web site
is one of the most important factors in determining your success.
You may have a great product, an excellent site specifically designed to
sell, and powerful ad copy; however, unless you're driving targeted traffic
to your site, your entire strategy will be useless.
If you've tried just about every free traffic generating strategy you know
and you're still not achieving the results you had hoped, maybe it's time
to start paying for traffic.
Pay-per-click Search Engines provide an extremely effective means of obtaining
highly targeted traffic to your web site.
In this week's edition of Etips, I will be featuring an article entitled,
Pay-Per-Click To Guarantee Targeted Traffic, written by Steve Nash.
I hope you'll enjoy this week's edition of Etips.
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 Pay-Per-Click To Guarantee
Targeted Traffic!
By
Steve
Nash
The days of free search engine traffic
are over!
(And the reign of cheap search engine traffic has begun!)
Okay, that may not be quite the case *yet*, but you really do have to work
hard (or pay someone to work hard), to even get close to guaranteeing a top
10 position on search engines like Google.
Pay-Per-Click search engines, however, offer the promise of guaranteed visitors
for the keywords of your choice.
Choose to pay per click wisely!
There are literally hundreds of pay-per-click search engines available for
you to spend your money. However, only a few can guarantee targeted visitors
to your site. I've listed the best pay-per-click search engines below.
=> SIGN-UP WITH THESE POPULAR PAY-PER-CLICK SEARCH ENGINES
OVERTURE
Overture (formerly GoTo) is the original (and most popular) pay-per-click
search engine.
Overture is also one of the most expensive, and competitive. A quotation
taken from their sign-up page:
"A $50 initial deposit is non-refundable and will be applied to click-throughs
or to the minimum monthly spend. Each account has a $20 minimum monthly spend.
There is a minimum bid requirement of $0.10 per click- through."
Overture does have tough anti-fraud measures in place - always evolving,
obviously - so there is far less chance of receiving so-called 'bogus clicks'
using Overture.
And, Overture has an impressive search engine reach with its results found
in "Sponsored Listings" in many search engines.
You can currently choose from Fast Track or Self Serve sign-up options.
Verdict: If you're serious about generating targeted traffic to your site,
but less bothered about minimum (or maximum!) bid amounts etc., then you
should consider signing-up with Overture.
Overture -
http://www.overture.com
Overture UK -
http://www.uk.overture.com
ESPOTTING
Espotting is the self-proclaimed #1 pay-per-click search engine in Europe.
Its results appear on many major search engines as well as thousands of relevant
smaller sites too.
This is what is says at Espotting UK's sign-up page:
"Espotting Media can help you access targeted leads from 72% of the UK's
online population... By ensuring that your listings appear within our top
3-5 search results, you will benefit from highly targeted leads from Yahoo!
Europe, Lycos, Kelkoo and Netscape and many more."
It offers a Gold, Silver and Bronze service depending on how 'hands-on' you
want to be with your pay-per-click campaign (and how much money you want
to spend!).
Verdict: A serious contender in Europe, worth considering.
Espotting -
http://www.espotting.com
GOOGLE ADWORDS
Even Google operates a pay-per-click search engine.
Called Google AdWords, results appear on the Google search engine itself
as part of the search engine listings (right hand side).
Results also appear as part of AOL and Yahoo!'s searches and other major
content providers. Though this might change soon.
And, with it's recent launch of Google AdSense, Google AdWords now appear
on minor, but still relevant, content sites.
Unlike other pay-per-click search engines, Google AdWords doesn't always
list the highest bidded term first (see BID, BID, BID below for details).
In Google's words:
"Getting great results in AdWords doesn't necessarily mean spending a lot
either. The AdWords system rewards the best-performing ads."
Verdict: Definitely consider signing-up to Google AdWords, but learn how
to make the most of your AdWords campaign first via a suitable tutorial or
learning resource!
Google AdWords -
https://adwords.google.com/
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=> OR VISIT THESE LINKS
There are other pay-per-click search engines worth considering. All of the
pay-per-click search engines listed below have considerable reach, and can
guarantee visitors to your site (often at a much cheaper cost than Overture
etc.).
o
http://www.FindWhat.com
o
http://www.kanoodle.com
o http://www.xuppa.com/
(formerly Bay9)
o
http://www.7search.com
o
http://www.epilot.com/
o
http://www.goClick.com
o
http://www.Ah-Ha.com
o
http://www.onesearch.com
o
http://www.NetFlip.com
=> THEN BID, BID, BID!
Using Overture as an example here, making a bid is simply a matter of choosing
the following:
-
keyword
-
title
-
description
And, as Overture recommends on its
site, always repeat the keyword in both the title and description to improve
your chances of a click. Overture also comes with a keyword suggestion tool
available to Overture advertisers only.
Choosing your keywords, and the amount you are willing to bid is also simple,
but can take a lot of time.
This is because you need to research suitable in-demand keywords that cost
little. Solutions to this problem include using the paid-for version of
Wordtracker - this excellent keyword suggestion tool allows you to brainstorm
good keywords, and determine the current cost of the top 20 bids. You might
also want to use bid management software.
Wordtracker
Example of bid management software for Overture
http://www.ppcmanagement.com/
=> BUT BID CAREFULLY!
Make sure you don't spend too much money.
Clicks can add up quickly. It's probably worth investing in some kind of
bid management software, or at least worth using the in-built bid management
provided by search engines like Overture.
Remember, you ONLY want your prospective customers to click. And, you must
know the value of your visitor! (A rough guide: Value = average earnings
/ average unique visitors.)
Try and make sure that the cost of a click never exceeds this 'value' of
a visitor.
One successful strategy is to bid low on many listings.
=> READ MORE...
You can find out a great deal more about pay-per-click search engines from
this excellent resource.
http://www.PayPerClickSearchEngines.com/
And, the online version of this article contains a variety of sign-up offers
for some of the search engines listed, as well as details of Google AdWords
learning resources.
http://howipromotemywebsite.com/bin/ap.pl?pay-per-click
© Copyright 2002-2003 Steve Nash. All Rights Reserved.
About the Author:
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| Tip of
the Week |
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Although pop-windows are an
effective marketing tool, they can be irritating to your visitors. To alleviate
this problem, this script will launch a new window when your visitor leaves
your site and will only appear the first time someone visits your web site.
You can find it here.
Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
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