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Hello {FIRSTNAME},
Welcome to all of our new subscribers!
In this week's edition of Etips, Kalena
Jordan, of www.webrank.biz, will provide you with some great information
to assist you in learning about Pay Per Click Search Engines.
I hope you'll enjoy the publication.
To your success!
Sponsor Message
Beginner’s Guide to Pay Per Click Search Engines (Part 1)
By
Kalena Jordan
© 2005
Pay per click (PPC) advertising via
search engines has become extremely popular with businesses of all sizes,
due to the booming search market and the massive growth in online sales over
the past few years.
According to ComScore Networks
http://www.comscore.com/,
online consumer spending for the 2004/5 financial year is expected to top
USD 66 billion dollars, up 25% on the previous year. That’s right, 66
BILLION dollars! A large chunk of that expenditure will come from leads generated
via pay per click search engines.
If you’ve been thinking about trying out PPC engines but are confused
about the different models available and the costs involved, this article
will shed some light. I will also explain the newly launched PPC products
offered by Yahoo! Search Marketing (formerly operating under the Overture
brand).
Below is a current list of the most popular pay for performance search engine
advertising models:
• Yahoo! Sponsored Search Pay Per Click
• Yahoo! Content Match Pay Per Click
• Yahoo! Local Sponsored Search Pay Per Click
• Yahoo! Search Submit Express - Paid Inclusion
• Yahoo! Search Submit Pro - Hybrid Paid Inclusion / Pay Per Click
• Google AdWords - Pay Per Click
• Google AdSense Pay Per Click affiliate program
• Looksmart LookListings - Pay Per Click
You will find that some of these will provide better results than others.
I’m not going to recommend one over another here because results vary
widely and really depend on your site content, your market and your budget.
But below is a brief description of each product offering and the minimum
cost involved.
Yahoo! Sponsored Search™
Yahoo! Sponsored Search is the new name for what was recently called Overture
Precision Match. Sponsored Search prominently displays your business in search
results on some of the top U.S. search properties.
With Sponsored Search, you set the price you're willing to pay for each customer
who clicks on your listing.
If you create a keyword campaign and your bid buys their "premium listings"
(top 3 positions) for particular keywords or search phrases, your bid buys
you top listings on Yahoo's partner sites
http://searchmarketing.yahoo.com/srch/srch_affnw.php?mkt=us
(Yahoo, MSN, AltaVista, InfoSpace, Excite, AllTheWeb and a range of news
and content portals, such as CNN).
For example, go to AllTheWeb at
http://www.alltheweb.com
and type in a search for “used cars”. Take note of the top 3 spots.
Now go to MSN Search at
http://search.msn.com/
and type in a search for “used cars”. You'll see that the "Sponsored
Sites" listings in the green box at the top (and/or the text ads to the right)
contain the same top 3 listings from AllTheWeb. The regular MSN directory
listings follow underneath the green box. So basically, purchasing PPC listings
on Yahoo! can give you top billing on other major search engines too.
For a monthly fee, listings can be automatically monitored using the Yahoo!
Search Optimizer
http://searchmarketing.yahoo.com/mt/so.php?tile=1
to ensure bid amounts are consistent to attain target positions without going
over budget. Volume levels are determined by your budget, as you only pay
for the traffic delivered.
How much you pay depends on the keyword or phrase you are bidding on and
what position you want to purchase. Each account has a USD20 minimum monthly
spend and a USD30 non-refundable initial deposit is required to open the
account (which is applied to click-throughs). There is a minimum bid requirement
of USD 0.10 per click through and you pay the bid price EACH TIME somebody
clicks your ad from Yahoo! and their partner listings.
With the large traffic numbers driven to your site via Yahoo! Sponsored Search,
the costs of keyword bid campaigns can quickly add up, so I highly recommend
deciding on a total budget so that you can develop a cost effective keyword
bid allocation and maintenance plan combining both premium (top 3) and other
listings.
Yahoo! provides detailed reporting tools to help you track the performance
of the PPC campaign and traffic generated. Yahoo! also offers a special Keyword
Selector Tool
http://inventory.overture.com/d/searchinventory/suggestion/
to assist in the selection of your keywords, a View Bids Tool
http://uv.bidtool.overture.com/d/search/tools/bidtool/,
where you can see the current maximum bids and listings for the top 3 advertisers
on any search term, a PPC ROI Calculator
http://searchmarketing.yahoo.com/rc/srch/tools/roic.php
and a CPM ROI Calculator
http://searchmarketing.yahoo.com/rc/srch/tools/roasc.php.
Yahoo! offers two sign-up plans, Fast Track™
http://searchmarketing.yahoo.com/srch/choose.php?
or Self Serve, giving you the choice of expert assistance or starting out
on your own. With Fast Track™, Yahoo! experts research your website
and recommend effective search terms based on the content of your site and
Yahoo!'s editorial guidelines. They also create customized ad titles and
descriptions based on those search terms. Fast Track™ has a one time
service fee of USD199, while Self Serve is free.
For more information on Yahoo! Sponsored Search, Click Here:
http://searchmarketing.yahoo.com/srch/index.php.
Sponsor Message
Yahoo! Content
Match™
Content Match works on the same principle Yahoo! Sponsored Search, but offers
advertisers access to more targeted customers on a pay-per-click basis by
displaying their site listings alongside related articles, product reviews
and other information on the Content Match partner network.
This network includes sites like Yahoo!, MSN.com, CNN.com and ESPN.com. Yahoo!
Content Match complements Sponsored Search™ while offering separate
pricing.
Yahoo! Content Match™ works like this:
1) When you sign up for Sponsored Search, your Yahoo! account will be set
up to automatically receive Content Match traffic, and your listings are
automatically re-purposed for Content Match.
2) When a web user goes to a Yahoo! and views content pages (such as articles),
Yahoo! provides one or more relevant ad listings on the same page.
3) Users may also be targeted based on their interests and actions. For example,
a user who demonstrates an interest in photography-related topics on one
site may be provided with photography-related Content Match listings on that
site or on other Content Match publisher sites such as CNN and ESPN.
4) Minimum bids start at USD 0.10, and you pay only when a user clicks on
your listing.
5) You can manage and track the performance of your Content Match listings
from the "Manage Content Match" pages in your Sponsored Search Account once
you have completed the Sponsored Search advertiser sign-up process.
6) Separate campaign management, including bidding, ad listing and tracking,
lets you adjust your bids and measure performance independent of Sponsored
Search to achieve maximum ROI.
7) You can control your advertising spend across your Content Match campaigns
with Yahoo!'s Budgeting feature.
For more information on Yahoo! Content Match, Click Here:
http://searchmarketing.yahoo.com/srch/cm.php.
Yahoo! Local Sponsored Search™
Yahoo! also offers a regionally-focused pay-per-click advertising option.
Yahoo! Local Sponsored Search™ enables both online and offline businesses
to potentially increase sales by precisely targeting customers in a specific
geographic region.
Local Sponsored Search works best for businesses that are targeting customers
in their neighborhood seeking to purchase local products and services via
a web site or physical store location.
Local Sponsored Search features a Locator page, which provides prospects
with information about your business, including address, phone number, store
hours and a map of your location. In addition, if your business has a Web
site, your main Web page will be displayed along with the Locator page.
Yahoo! Local Sponsored Search™ works like this:
1) You select keywords you wish to bid on that best describe your business,
products or services. Write listings and choose a geographic range (0.5 to
100 mile radius around your location) from which you want to draw
customers.
2) When a customer interested in your area goes to a search site such as
Yahoo! and searches for a product or service you sell, your listing appears.
3) When the customer clicks on your listing, they see your Locator page and
a link to your Web site, if you have a site.
4) Just like your Yahoo! Local Sponsored Search™ listing, you only pay
your bidded amount when a customer clicks on your listing and there is no
monthly minimum.
For more information on Yahoo! Local Sponsored Search™, Click Here:
http://www.content.overture.com/d/USm/ays/lm_faq.jhtml.
Yahoo Search Submit Express™
Through Search Submit Express you can submit one or more web pages for
consideration to appear in the algorithmic search results powered by the
Yahoo! search engine. This is what is known in the search industry as a paid
inclusion model.
Search Submit Express offers a single point of submission for your web pages
into Yahoo!, AltaVista, AllTheWeb, and other search portals.
If you have content that has just changed or is updated frequently (such
as pricing information or product items), Search Submit Express ensures the
most up-to-date content is available to search users by refreshing your URLs
every 48 hours.
The program provides detailed reporting and data designed to help you improve
your pages, optimize program performance and generate more leads.
Search Submit Express works like this:
1) Submit your URLs for review and pay an annual fee for quality review of
your submitted pages. Make sure your pages follow Yahoo’s Quality
Guidelines:
http://searchmarketing.yahoo.com/srchsb/sse_gl.php.
2) Once reviewed and accepted into the program, your pages are added to a
database of sites that powers search results for major web portals such as
Yahoo!, Alta Vista, AlltheWeb and others.
3) Submitted URLs are presented in search results based on relevance to search
terms.
4) When a user clicks your Search Submit Express listing in search results,
you pay a cost-per-click fee for that lead. You must maintain a positive
balance in your account for your pages to remain active in the program.
5) Your URLs are refreshed (re-crawled) every 48 hours to ensure that the
most up-to-date content is available to search users.
6) At the end of one year, you can renew your annual subscription or let
it lapse.
Submissions to Search Submit Express consist of a review fee and a CPC (Cost
per click) component. Billing, reporting and account management for Search
Submit Express listings is provided by Yahoo! or one of their reseller
partners.
Search Submit Express annual review fees consist of:
Price Structure (effective 30 April 05)
Price per domain (USD):
1st URL $49.00 each
URLs 2-10 $29.00 each
URLs 11-1,000 $10.00 each
In addition to the review fee, there is also a per click fee of either $0.15
or $0.30, depending on the category of the content. The complete list of
categories is listed here:
http://searchmarketing.yahoo.com/srchsb/sse_pr.php.
For more information on Search Submit Express, Click Here:
http://searchmarketing.yahoo.com/srchsb/sse_hiw.php.
Yahoo Search Submit Pro™
Yahoo! Search Submit Pro is the same paid inclusion program as Search Submit
Express, but with more features for larger advertisers. Search Submit Pro
is designed for companies wanting to submit Web pages that might otherwise
be excluded from algorithmic search results (as long as they still meet
Yahoo’s Content Quality Guidelines). Examples include sites that require
cookies or session IDs, sites with Flash content and information stored in
content management systems, or sites that aren't well crawled because of
Web site design.
Search Submit Pro is typically for customers with search marketing budgets
of USD 5,000 per month or more, or advertisers who submit more than 1,000
Web pages to the program. A dedicated account manager is available to answer
any questions, provide technical support, and help you manage your Search
Submit Pro program.
Search Submit Pro lets you create titles and descriptions that are displayed
as algorithmic search result listings. The program can automatically generate
result listings that best match user queries. You can update the information
frequently, independent of changes to your Web site. Search Submit Pro works
like this:
1) You provide an XML feed of your URLs.
2) Once reviewed and accepted into the program, your pages are added to a
database of sites that powers search results for major web portals such as
Yahoo!, Alta Vista, AlltheWeb and others.
3) When Internet users visit the Search Submit Pro partner sites and enter
keyword searches, your listings may appear within the search results based
on their relevance to the user's search request.
4) Your URLs are refreshed (re-crawled) every 48 hours to ensure that the
most up-to-date content is available to search users.
Pricing for Search Submit Pro is based on cost per click - customers are
charged each time a user clicks on one of the customer's search listings.
The specific cost is based on the type and category of content provided for
inclusion in the algorithmic search results and is obtainable from a Yahoo!
Account Manager.
For more information on Search Submit Pro, Click Here:
http://searchmarketing.yahoo.com/srchsb/ssp.php?.
In Part 2 of this article, we will look at the remaining pay for performance
search engine models on our list, starting with Google AdWords.
About the Author:
| Article by
Kalena Jordan, one of the first search engine optimization experts in Australia,
who is well known and respected in the industry, particularly in the U.S.
As well as running her own SEO business Web Rank
www.webrank.biz,
Kalena manages Search Engine College
www.searchenginecollege.com,
an online training institution offering instructor-led short courses and
downloadable self-study courses in Search Engine Optimization and Search
Engine Marketing subjects. |
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