Tag Archives: adwords

What Should You Know About Search Engines and Pay-Per-Click?

Here’s a fact for you, 85 to 95% of websites are found through a search engine.  You may have the most incredible website on the Internet, but it will receive little or no traffic without search engine visibility and ranking.  Can you imagine a billboard in the Sahara desert?  Who sees it?

So, how will searchers find your website? What types of search engines could they use?

Search engines fall into two categories.  The first is referred to as natural, organic or standard.  The second is called pay-per-click, paid inclusion or paid placement.

Natural, organic and standard are interchangeable terms describing a search engine that bases its search rankings on a ranking algorithm.  The algorithms involve a number of criteria and parameters, all relating to the content of the website, the website’s size, the number of incoming links to the website, and the content’s relevancy.  You will hear terms such as keyword relevancy and keyword density to describe various components of the algorithms.

For the standard search engines, you, your webmaster or hired search engine optimization specialist could spend considerable time optimizing your website to achieve top rankings. The goal is for your website to appear on the first or second page of the search engines’ results when your target user searches keywords or keyword phrases.

The good news is rankings on standard search engines are free.  The downside is the tremendous amount of time and effort required to achieve exceptional search engine rankings.   Let’s confess to each other that top rankings on standard search engines can be tough and timely to achieve!

The interchangeable terms pay-per-click, paid inclusion or paid placement describe a search engine that bases its search rankings on a “bid for position” basis.  Simply stated, you “bid” a price to be in a specific position of the search rankings for a particular search keyword or keyword phrase.  For example, the #1 position on the search phrase “pay per click” recently required a bid of $3.55 per click, whereas the 15th position required only a bid of 55 cents.  As a result, your differential website advertising costs between position #1 and #15 can be considerable.

With pay-per-click search engines, your ability to bid high can dramatically impact your website’s search engine ranking when the search results display website domain names or URL’s for the search keyword or keyword phrase.  The benefit is your website gains visibility with the searcher, but you are not charged the pay-per-click “bid” until a searcher actually clicks on your website domain name or URL displayed in the search engine results. The selection of your website in the search engine results is called a click-through.

In general, click-through rates range from 1% to 5% of the number of impressions.  What is all of this?  A click is when a searcher selects or “clicks” your pay-per-click ad.  An impression is one display of your pay-per-click ad on the search engine results.  So, the click-through rate is a measure of the total number of ad clicks versus the total number of impressions in a period of time:

Click-Through Rate % = Total Number of Ad Clicks / Total Number of Ad Impressions * 100

Let’s do the math for our #1 position bid of $3.55 per click.  In September, 2004 there were 21,535 searches for “pay per click.”  First, let’s assume a 1% click-through rate. The top bidder spent $764.49 (21,535 * 1% * $3.55).  Now, at a 5% click-through rate the top bidder spent $3,822.45 (21,535 * 5% * $3.55).  Budgeting and controlling marketing expenses with such a broad range of potential costs could be tough.  Plus, such costs could be the tip of the iceberg. We still must consider derivatives of the keyword or keyword phrase. So, was being #1 worthwhile?  That depends on your website’s cost per visitor, conversion rate and profit margin of your product or service.

From what we’ve covered so far, you should realize you can achieve a top or high ranking through the pay-per-click search engine. But, a high ranking will cost money and these costs can be volatile. Meanwhile, the standard search engine remains free.

However, pay-per-click offers one significant advantage.  It enables you to achieve website visibility with a high ranking instantaneously or overnight.  If you want to draw traffic to your website fast for any reason, pay-per-click can make that happen. Remember, maximizing the standard search engine process takes time!

Let’s summarize the pros and cons of pay-per-click marketing:

Pros

* Improves your website’s ranking and traffic quickly.
* Tests the marketability of your product or service swiftly.
* Determines the ability of your web site to convert visitors to a call to action or make a purchase promptly.
* Identifies which keyword phrases will provide the best conversion rate rapidly.
* Provides complete control of the search engine campaign, both position and cost.

Cons

* Cost

Many individuals criticize pay-per-click because of the costs involved. But, have you really thought about the cost issue?  Unless you or someone in your organization has expertise in search engine optimization, you’ll probably pay several thousand dollars in fees to a search engine optimization specialist to improve and optimize your website to achieve higher rankings in the standard search engines.  So, my question to you is.  Are the standard search engine rankings really free?

At the end of the standard versus pay-per-click search engine debate, it’s like the old saying, “There is no such thing as a free lunch.” Or, it’s like the old commercial, “You can pay me now or you can pay me later.” The reality of the debate is you must evaluate your specific website situation and utilize the search engine approach that maximizes your website promotion goals and investment.

7 Steps Of Mega Adsense Earners

The Google AdSense program is like finding money in the street.

Kids in High School are making thousands of dollars a month with Adsense… Housewives, Retiree’s, Mom and Pop’s who’ve never made a dime on the Internet have created full time incomes by simply placing AdSense Ads on their web site or blog.

Then you have the “Super AdSense” earners. We have all heard of them… the Elite few who are on track to make half a million dollars a year or more promoting AdSense sites.

Do not be mistaken though… these people are not building like your Mom and Pop’s do. They have systems in place that create sites for them… people who build sites for them… they have outsourced and automated many of the tedious tasks such as posting to blogs and searching for keywords.

While most people cannot emulate everything these Super AdSense earners do… many of them you can.

Here are 7 Required Steps you can implement today to copy their success.

1) Starting today… treat your AdSense business like it is a REAL business and track what you do.

Begin tracking what you are doing that works… as well as what you are doing that does not work. This will keep you from making the same mistakes over and over, and you can repeat the steps that have worked in the past. As simple as this step seems… most people do not know the reason(s) to their success or failure.

2) Utilize the latest tools and software available.

The Super AdSense earners are not any smarter than your average person. I know many people think they are… but for the most part, they are regular non techie people.

They are smarter in one respect though… they use the latest tools available to them to automate most of the tasks involved with researching and creating sites. They use the latest keyword, site creation and search engine optimization tools available. The tools they use are their secret weapons.

3) Quit chasing the Mega Dollar keywords.

You cannot compete with the search engine experts who create sites for the $80 payout keywords. You may get lucky every now and then… but in the long run, you are better off building sites for the low to mid range payout keywords. The competition is less, and your chance of success is much higher over the long term.

4) Choose broad niches and break it down.

Choose a broad subject as your main theme (lets use computers for an example). From there… break it down into as many sub niches as possible.

Using Computers as the example… you could build sub niches/sites like laptop computers, computer hard drives, computer keyboards, etc, etc. You could literally build hundreds of sites around one major theme and stay totally focused. Once you have exhausted every possible sub niche of that major theme… choose another main theme and repeat the process.

5) KISS

Keep your sites easy to navigate and forget the fancy graphics that distract your visitors attention. Unless you are just building AdSense sites for the fun of it and to impress your friends… the purpose of having the site is to have people click on one of the ads, right? Then keep the site layout simple… dump the scrolling banners, dancing chickens and colored scroll bars… they are distractions.

6) What is the purpose of your web site?

Your web site cannot be everything to everybody. If you have a full fledged ecommerce site, with products for sale… links to other products, it is not a good site for AdSense. If the primary focus of the site is to sell products… let it do that.

Do not distract or confuse your visitor with to many options or choices. The best AdSense sites are AdSense only content sites that sell nothing. They are sites that “Tell”… not “Sell.”

7) Be consistent.

This is not one of those deals where you build one site and you are done. Refer back to Step #4. You must continuously build in order to be successful.

Think of it as planting a crop that you will harvest in a month or two, and the sites you build are seeds. Once the seeds have grown and matured… you will reap the harvest. The more seeds you plant… the larger the harvest.

To sum it up… utilize the tools available to automate as much of the process of building sites – doing research and building keyword lists as you can. This alone will help keep you organized and on track. Be consistent in building… treat it like the business it is and you will reap the rewards of your harvest.

How To Generate Web Site Traffic For Free?

Traffic is essential for every ecommerce entrepreneur and website owner. The best way of getting traffic is by achieving a top 10 or top 20 position in a famous search engine as Google. There are billions of websites indexed by Google. Only a small fraction of them get a high ranking.

It is not difficult to generate a lot of internet traffic with a high advertising budget. Big companies can afford millions of Dollars for advertising. Some brands only get traffic because of their famous name.

Most of the website owners have to calculate with a few Dollars. How can they succeed in generating traffic?

Some tips how to generate web site traffic for free:

1. Display your URL on everything

The public has to know about your website. The first step is to spread out your websites URL everywhere: on your business cards, on your online and offline letters, on your mailbox, in the telephone directory etc.

2. Submission to search engines and directories

You can submit your URL in most of the cases free of charge to search engines and directories. Important are directories that relate to the topic of your website. If your website deals with golf, submission to golf related directories or golf related pages in general directories might bring some traffic to your website.

3. Free classified ads

Classified ads are free of charge. You can place as many ads as you want. You can get a better exposure through featured ads to moderate costs. If you decide to pay for featured ads, it’s recommendable to give priority to classified ad websites with a high Alexa traffic rank. You find out the Alexa traffic rank of a website by typing in it’s URL at the alexa.com website.
4. Ads in ezines

It is also worthwhile to place ads in ezines that are related to the topic of a website. This can be done with moderate expenses.

5. Expose your website in newsgroups, forums

You may sign up in newsgroups and forums that relate to the topic of your website. You can give your advice to the audience and show solutions by your website. A lot of people surf on this kind of websites in order to find a solution for their problems.

6. Traffic Exchange

You may sign up at the different traffic exchange websites. You earn credits by surfing on these websites. The more you surf, the more credits you earn. Your website receives traffic according to the credits that you achieve. Of course, you cannot sit surfing all the time. This programs offer you the opportunity to refer other surfers to their website. Your website can gain credit from all the surfers in your down-line in this MLM-like system. Traffic to your website could explode, at least theoretically.

Advertising Approach For The First-time Webmaster

Author :Royan Shaw

For the first time internet entrepreneur [newbie] the best ways to promote your website at first instance are :

1. Express inclusion of your website for the usual 12 months offered by most of the major search engines. You can choose express inclusion for askjeeves, inktomi, altavista,msn etc but keep in mind to have your site submitted to the local index of your region.

For example if you reside in Toronto, Canada and you are submitting for express inclusion in the DMOZ or Canada.com search engine/directory you must ensure that your site is indexed in the Toronto’s business and economy directory. Get your site in the local index first things first.

If your submission listing includes the regional version of the DMOZ directory then thats good enough to go.

One point to note is that many of the major search engines and directories actually inter-relate that is they search across each other’s database therefore submitting to only one major engine or directory will satisfice for the Internet Marketing beginner.

2. Next, the most overlooked approach for the first-time website owner is the maximisation of the benefit of offline marketing methods.

Promote your website in exactly the same way you would have promoted a normal business by telling everyone about it.

Word of mouth is still the best way to promote a new business.

Put your motto and logo along with your url address on everything from a pin to an anchor. From stationery, pens, letterheads, postcards, flyers,posters, in your usual email, the list goes on…

You may consider placing classified ads in the local newspapers.

Run other programs such as sponsoring quizzes, prize competitions, trivia and other participating programs with your website address. You might ask readers to submit the answer to a quiz by visiting you website. Anything that gets the local community to know that your website exists. You can do it !!

FACT : You have to make it local before you go global.

Most start-up webmasters usually make the mistake on concentrating on those numerous ways to promote their site and become confused on deciding what works best. What works best can only be determined by careful evaluation of each and every advertising scheme in use on the web today :

  1. Publisher/advertisers programs
  2. Banner exchanges
  3. Exit ads
  4. Pay-Per-Click
  5. Link Exchanges
  6. Search engine blasting
  7. FFa, classified ad posting
  8. Rotator pages
  9. _JavaScript based pop-ups etc
  10. Express submit to search engines
  11. Search Engine Optimization
  12. Adwords by Google
  13. Others

Its interesting to note that no seller of the above services except for Google and the other search engine services has ever took the time to evaluate your website to decide whether or not your site is most suitable to fit the advertising package they are offering.

The best approach is to evaluate, evaluate, evaluate. Not everything out there works for everybody in every instant. Test your website across every platform say 10000 visitor package each and assess the outcome one by one.

Some will work better than others but the ones returning the higher rate of response doesn’t necessarily mean they are the most profitable unless they each cost exactly the same per 1000 visitor.

What I had recommended in the first two paragraphs above should work best for the first-timer and is the most prudent approach.

Be careful when trying to find the best way of advertising, Don’t be caught up in the Internet Marketing clutter out there as every you come in contact with will tell you the advertising method they sell is the best.

Ignore whatever testimony you see written on these webpages, use these services under a trial based approach before you order that 100000 package or start paying that monthly subscription.

Any method you are interested in should be test and proven in quality. Careful thought and consideration should be given in order to plan, make decisions and control your business operating expenses.

What works for seasoned campaigners of Internet Marketing does’nt necessary works in the same way for the starter.

Your website is unique just like your fingerprint and its now your duty to determine the most economic,effective and efficient approach in promoting it.

Google AdSense Rewards Content with Advertising Revenue

If you’ve been looking for an easy way to increase your website’s revenue, Google AdSense may be your answer.

Google AdSense is a phenomenal  advertising revenue program that is taking the Internet by storm. It was specifically designed to enable content rich sites to increase their advertising revenue simply by displaying Google AdWords ads.

Google AdSense makes selling advertising space easy, as they handle everything for you. With access to a database of million’s of advertisers, you’ll never have to worry about finding advertisers for your website again.

The concept is simple. If you have a quality site that provides content, such as articles, you may qualify to display Google AdWords text ads on your web pages. If your site is approved, you will receive a portion of the pay-per- click payment.

The great thing about Google’s sophisticated advertising system is that the ads that display on your web pages are relevant to your content. They scan each page to determine what your page is about and display the ads accordingly. This will increase your click-through rate considerably, as relevant text ads combined with quality content are highly effective.

Although the AdSense program is free to apply, your site will be reviewed and must be approved in order to begin displaying the ads.

As there have been many sites turned down, you’ll need to ensure your site meets Google’s criteria prior to applying. You can find the guidelines at the following web address: https://www.google.com/adsense/policies

They’re basically looking for quality sites offering content. The keywords here are “quality and content.” If your site is under construction, loaded with advertising and/or broken images and links, don’t even waste your time applying, as you won’t be accepted. However, if you have a quality site and provide your visitors with content, you will most-likely be accepted.

The more content pages you have, the more advertising revenue you can make. It’s really that simple. If you don’t have your own content, there is a wealth of content available on Internet completely free. Subscribe to any of the following article announcement groups to receive new article submissions each day:

Article Announce – All types of articles

AABusiness – Business oriented articles, including: Business, Ecommerce, Sales, Networking, Business Communication, Internet Marketing, Promotion, etc.

AAInternet – Internet oriented articles, including: Ebooks, Ezines, Search Engines, Web Design, Web Development, Web Sites, etc.

AAHome – Home and Family oriented articles, including: Parenting, Relationships, Cooking, Recipes, Crafts, Gardening, Home, etc.

AAHealth – Health and Fitness oriented articles, including both physical and emotional health.

AAGeneral – General Interest oriented articles.

With your subscription to any of the above groups, you’ll not only receive new article submissions delivered to your email, but you’ll also have access to the archives which contain thousands of quality articles.

Once you’ve located articles that are relevant to your website, simply create a page for each. For example, if you find ten appropriate articles, you can create ten new content pages in which you can display Google AdWords ads. Not only will you be adding valuable content for your visitors, but you’ll also increase your website’s traffic and revenue. It’s a win-win deal no matter how you look at it.

Once your site has been approved, you simply select the style of ads you’d like to display and paste the code into your web pages where you’d like the ads to display.

Although all of the ads are text ads, there are currently four layout options to select from:

• Standard 468 x 60 banner format (displays up to 2 ads)

• Vertical 120 x 600 skyscraper ad (displays up to 4 ads)

• Horizontal 728 x 90 Leaderboard (displays up to 4 ads)

• 300 x 250 Inline rectangle (displays up to 4 ads)

Although all four ad styles can be effective, the “skyscraper” ads placed toward the top right side of your page or the “Leaderboard” ads placed at the top of the page generally will provide a higher click-through rate than the other two styles.

However, each page is different and will produce different results. For this reason, you may want to test your pages and display the style that produces the highest click- through rate.

Once you begin displaying the ads on your website, you can visit Google and log in to your account to see how the ads are performing. You can view the number of impressions, clicks, click-through rate and your earnings.

If you’re concerned about displaying ads that may compete with products or services you’re promoting, Google offers an option to filter out unwanted ads. In addition, you can display the ads along with any affiliate programs you may be promoting, as long as the ads don’t look like Google ads.

Google AdSense is the hottest advertising revenue program on the Internet. Isn’t it about time you got paid for your content?

Visit Google AdSense for further information:
https://www.google.com/adsense

Advertising – The Key to Success

You have got a great idea, and your website is now complete. You are ready to open for business but where are your customers? Simple – you are going to have to go out and get them. It sounds easy, but advertising can be a pitfall that can cripple many e-businesses.

There are several methods of advertising on the Internet. Some are free, some are low cost, while others are insanely expensive. The first thing you will need to look at is how much you are willing to pay for traffic, and how far your advertising dollar can go.

One of the most effective, and cheapest, methods of advertising is through e-zines. There are thousands, if not millions of e-zines published every single day. The best way to approach e-zines for advertising is to join a couple that fit your product profile and that you find interesting. Most e-zines offer incentives to new businesses signing up, and will even run your ad for free just for subscribing. You can find many e-zines that offer ads for as little as a dollar. It is a fantastic way to reach thousands of people who are already interested in your type of business.

In fact, you can utilize e-zines to promote your product for free, if you can write an informative article. E-zines are desperate for content, and will often offer to publish your article in exchange for a link back to your site. If you go this route, make sure that your article is informative and not just a sales pitch. For example, if your e-business deals with making money from home, an article about how working from home decreases stress would be very well received. You can rely more on making a good impression with the article and a simple link back, than a hard sell that might not even make into print.

Link exchanges are another free alternative to costly advertising. Be prepared to get lost in the shuffle if you choose a popular site. The best way to make use of this method is by running your own link exchange from your site and offering a free posting in exchange for a link back to your site.

Targeted advertising is by far the best way to bring in traffic to your website. By using targeted key words, your customers are not just stumbling into your website. Half the work is already done by the key words. You just need to supply the information. Google Ad Words can be used very effectively as well as other targeted key word companies. Most of these operate on a pay per click basis, so you will need to research your key words and supply the best possible words to ensure a good cost-to-click ratio.

Press releases are a great way to get the word out about your site and possibly create media buzz. While this method is more expensive than the above methods, it has the potential to bring in substantial traffic. Before sending out your release, make sure that it is formatted correctly and contains a powerful first paragraph. News editors are inundated daily and you do not want to get lost in the shuffle.

When writing your press release, it is important to make it news worthy, instead of a plain announcement. Using our example above, if a recent study is released about stress management and working from home, it would be a perfect time to send out a press release that mentions the study and your business. Be prepared to receive phone calls and answer questions if your release is a hit.

You don’t necessarily have to wait for an event to happen to send out your release. If all else fails, get creative! There are many ways to tie in your business to current events, all you need is a little imagination.

We have covered just a couple of ways to effectively advertise your new or existing e-business. The best advice is to start wisely, plan your advertising budget accordingly and get the word out as effectively as possible.

Advertising “Click Fraud” Rampant Online?

“Pay-per-click,” by far the most popular form of online advertising, recently came under fire as charges of rampant “click fraud” gather steam on the Web.

Google and Yahoo! earn the majority of their money through sales of advertising to tens-of-thousands of online merchants, companies, and professional.

In fact, some estimate that 99% of all Google’s revenue comes from advertising sales. Unfortunately, allegations of click fraud may well rain on Google’s otherwise sunny parade and cause a whole scale revamping of current online advertising practices.

Pay-per-click advertising does exactly what it sounds: advertisers pay for each click on their ad, usually mixed in among search engine results or displayed on relevant websites.

“Click fraud” occurs when, for whatever reason, an ad gets clicked by someone or something (usually an automated “bot” that simulates clicks) with no intention of ever buying anything from the advertiser.

The sole intention of click fraud is to simply drain an advertiser’s budget and leave them with nothing to show but an empty wallet.

Who commits click fraud?

Usually an unscrupulous competitor who wants to break a rival’s bank, online “vandals” who get their kicks causing other people grief, or search engine advertising affiliates who want to earn fat commissions by racking up piles of bogus clicks.

Regardless of who does it or why, click fraud appears to be a growing problem search engines hope stays under their advertising clients’ radar.

This problem isn’t exactly news to the search engine giants.

In fact, on page 60 of their 3rd quarter Report for 2004, Google admits that they have “regularly refunded revenue” to advertisers that was “attributed to click-through fraud.”

Google further states that if they don’t find a way to deal with this problem “these types of fraudulent activities could hurt our brand.”

Bottom line for Google and Yahoo! (which owns Overture, the Web’s largest pay-per-click search engine): as word of click fraud spreads across the Web, they must act quickly to calm the nerves of advertisers who could well abandon them over doubts about the veracity of their advertising charges.

The search engines all claim to carry measures that identify and detect click fraud, but details about how they do it and to what extent remain sketchy.

They claim revealing details about security would compromise their efforts and give the perpetrators a leg up on circumventing their defenses.

This sounds good, but affords little comfort to advertisers who feel caught between losing out on their best traffic sources and paying for advertising that won’t result in revenue.

One way to protect your business against click fraud is to closely monitor your website statistics.

Look for an unusually high number or regular pattern of clicks from the same IP address.

If you need help, enlist the aid of your hosting provider to aid you in spotting suspicious trends in your website traffic.

Also, a number of services such as ClickSentinel.com have sprung up online to help advertisers spot and quickly analyze and compile the data necessary to effectively dispute fraudulent click charges with the search engines.

PPC Advertising – The First Step In A SEO Marketing Campaign

Often, sites view seo and PPC marketing as exclusive marketing techniques. Each marketing method has its advocates. In reality, both have a place in the Internet marketing process. If you intend to pursue a major seo effort, a PPC campaign is a critical early step.

PPC For Testing

Let’s say you have a site offering a service or product in the travel market. You’ve put together a healthy budget and decided to go for broke. Yep, you’re optimizing and trading links in an effort to go after keyword phrases with major traffic and competition. For instance, you’ve decided to have a go at “Europe travel”, which has roughly 400,000 searches each month and major competition for high rankings. You spend two years trading links, adding content and so on. Miracle of miracles, you pop on to the first page of search results. You start shopping for your private jet only to realize a very disturbing thing. You are getting thousands of visits, but few sales. After running calculations, you find the site is converting at 1 in 10,000.

Houston, we have a problem.

A PPC campaign should be used to test your site against keyword phrases before you spend the time and money on an seo campaign. The best platforms to use for your campaign are Google Adwords and Overture. Yes, click fraud is a problem, but less so on these platforms.

After opening accounts and laying a credit card down at the PPC alter, you need to give some thought at to how you will test your keywords. Here’s a hint. The campaign should be designed to test the keyword phrases, not maximize sales. This may sound like a strange statement, but keep in mind the purpose of the campaign. You are determining whether you have picked appropriate keyword phrases for the seo campaign. So, how does it all go wrong?

With both Overture and Adwords, you have the ability to designate the reach of your keyword phrases. Most pick the “broad match” option, which is terrible for testing. With broad match, your advertisements are going to appear for your keyword phrase AND variations of the phrase. Since the ad is appearing on a variety of keyword phrases, the results can give you a false impression of the value of the primary keyword phrase.

Going back to our example, we start a Google Adwords campaign for “Europe travel” and use the default broad match option. After a month, we are happy to find the ads converting at 1 in 70. Having validated the keyword phrase, we set off on the long seo campaign. But are we really sure about the validity of the keyword phrase. Since Google has been known to seriously expand keyword phrases under the broad match option, how do we know that the true keyword phrase isn’t “European travel”? We don’t unless we take a few additional steps.

The first step is to limit the PPC advertisements by bypassing the broad match option. Instead, you want to limit the appearance of the ad only to searches for the exact keyword phrase. In Adwords, this is known as the “exact phrase” match. To designate it, you simply place brackets “[]” around the keyword phrase. Second, you need to track traffic originating from the ads. This can be done using tracking tools on your server or through the tracking options offered by each PPC platform. Regardless of your choice, the resulting data will give a much truer picture of the value of the particular keyword phrases.

Nothing is more aggravating then getting top rankings, but miserable conversions. The only way to beat this problem is to test, test, test. Using PPC campaigns at the outset of an Internet marketing efforts can save you a lot of headaches later on.

Pay Per Performance Web Traffic

Why should you pay to get web site traffic, isn’t SEO enough?

It’s a fair question – after all most businesses on and offline have tight budgets to play with and need to make each and every penny count.
So why should you as a business pay good money to drive targeted traffic to your site?

Perhaps there’s a clue in the last question.

What other options are there?

You have 3 basic choices to get traffic to your website:

1. You pay – using PPC, ezine ads, banners etc…
2. You borrow – constructing Joint Ventures and endorsed offers with partners
3. You grow your own – with natural search engine optimization

So which is the best?
———————

Well they all do a different job and have different characteristics.

But why PPC?

You need PPC because you can:

* Control the flow of traffic to your website
* Target buying customers and those most likely to buy through correct keyword targeting
* Test different offers

The last benefit above is perhaps the most important. Remember a page on a website doesn’t have to stay recorded online forever…

Just because you’ve completed your site in terms of the pages you want to add (although in truth you’ll never be finished as you can continually add more related content), this does not preclude you from testing other pages…

The value of testing
——————–

Simple scenario: You want to test 2 price points for a product/service. (Yes you can do this and people don’t have to know about it so don’t be worried).

With a PPC campaign you can have your normal web page (Page A) sitting as normal at the well known web address with all of your normal links pointing to it.

You 2 price point test pages (Page B & C) are a different kettle of fish – they sit off to the side and you push traffic to them using PPC to quickly determine which is the winner.

You can do this for any test you dream up, the bottom line is you can quickly determine what is working and what is not in your marketing.

Knowing what’s not working is more important than what is (particularly if you are sailing close to the wind) because you SAVE money you would otherwise have thrown away.

The Affiliate Advantage
———————–

When you have a website that is converting well, you will be able to attract many affiliates (and even super affiliates if you are doing a good enough job and providing a good enough incentive package).

Affiliates can make your business explode overnight if you have done your homework and have the site converting well.

If you have not you may attract them, they may pump some traffic and then they will disappear to pastures new when they see you are not doing a good job.

In summary
———-

If I could give you one reason why you should use PPC and in particular Google Adwords as part of your internet marketing campaign it would be this:

“Feedback fast, feedback cheap”

Yes you may spend a little money up front, but you can save yourself a whole lot of heartache on the back end.

How to get traffic from Adwords

Adwords service has brought success to several companies by furnishing them with a huge amount of highly targeted traffic form Adwords from as low as two cents per visitor. However, there are possibly as many webmasters who have paid for Adwords and seen only a small benefit or have indeed made losses. If the latter is applicable to you, then the following might be of some benefit.

Create a layout for your ad. Decide what you need to include in the title, this is most important. A good title attracts visitors. Then choose what keywords or details you would like to present to potential customers. Make sure that your text will bring only focused visitors to your site and stay away from the price of wasted clicks.

Before beginning a campaign it helps to scribble down as many keywords and phrases as you can think of. The most popular keywords are probably going to have been bid up too high, making your click throughs costly.

Try to think of keywords that your customers would use. When you have thought of as many words as you can, look over your list. Keep only those that you feel are best.

Don’t go along with Google’s recommended cost per click. It is always far higher than necessary. A lot of advertisers don’t understand that their click through rate affects their position just as much as how much they PPC. For instance, if you pay twenty cents per click for the phrase “make money” and your competitors pays forty cents and achieves a click thru rate of 0.5%. In order to get a position above him, you’ll only need to double up your click through rate, to anything above 1%. , while still only paying half what he pays.

Now you have your keywords and pricing settled you need to set your daily budget. Keep it low for a while, permitting you to see how successfully this campaign is running, without investing too much cash. Let your campaign run for some days, and take care to note which keywords are leading to sales or enquiries.

Keep a close eye on your sites performance. Keep trying to improve, change something around, and try something new. You will soon find that little things can mean a lot, and can substantially improve performance from Adwords.

Google will disable your advertisements if you are not getting enough clicks. If this happens, go back and rethink your keywords and then repeat this process to find new solutions.

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