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SEO (SEARCH ENGINE OPTIMIZATION)ARTICLES
Profitability with Pay Per Click or PPC
Search Engines
How To Make Pay-Per-Click Payoff!
Profitability with Pay-Per-Click (PPC) advertising
comes down to how well you have chosen your keywords.
Choose too generic a term and you will lose your
shirt - and fast. Choose too specific a term and
you'll miss out on traffic your competitors will
get.
For example, let's say you offer a travel guides
for sale online - here are some possible keywords
with associated monthly traffic counts and top bid
as of the time this article was written:
travel: #hits (1198817) top bid: $2.11/click
travel guide: #hits (30859) top bid: .75/click
Italy travel guide (516) top bid: .22/click
If you zip on over to the Overture Keyword Suggestion
Tool, http://www.inventory.overture.com/d/searchinventory/suggestion/
you'll find well over 100 associated combinations
of keyword phrases that incorporate travel - but
may not even remotely related to your product. Similarly,
a search under travel guide returns many search
phrases including travel guide that may not properly
target your customers.
You are still better to go one step deeper and find
keywords more specific to your market - and as you
will notice, the cost per click becomes much more
reasonable which means your return on investment
for PPC advertising becomes much greater.
So, that's all great information, but how do you
find those "magic" keywords and phrases
that will pull well for your business? This is where
your detective skills will come in handy. A little
work will pay off in spades.
TIP 1. Examine Your Web Logs Access your
web logs - either from your dedicated server or
from your shared server with your virtual web host.
Most web statistics packages allow you to examine
search terms that brought customers to your site
from large search engines.
You want to look over a few months and find patterns
of search terms that pop up again and again - those
are the one's you'll want to start with.
TIP 2 Use Keyword Suggestion Tools
There are various keyword suggestion tools that
you can access on the internet to assist you in
finding commonly searched terms -- some even list
combinations that you may not have even thought
of. Here are a few of them to try out...
Overture Search Term Suggestion Tool:
http://inventory.overture.com/d/searchinventory/suggestion/
Google Adwords Suggestion Tool:
http://adwords.google.com/select/main?cmd=KeywordSandbox
Wordtracker
http://www.wordtracker.com
TIP 3. Scan the Message/Discussion Boards
Look for patterns of words, phrases or questions
that people use on discussion forums related to
your product or service. These boards are tremendously
valuable sources of intelligence given that most
posts start off with a question followed by several
responses.
You want to make sure the discussion boards you
choose are both relevant and moderated so to ensure
high quality and high volume posting. On the topic
of online marketing and advertising - my hands-down
favorite is found within this master marketer's
site...
http://www.infoproductcreator.com/part/net.html
Find questions your product deals with and you'll
find clues to high-demand keywords.
TIP 4. Search your competitors keywords Spend
some time searching down your competitors using
Google, Yahoo or other search engines. You can use
the toolbar extension at http://www.alexa.com to
help find out sites attracting higher traffic.
For Internet Explorer users, choose the "View"
and then "Source" menu options to look
at the code for a particular website.
Look for the Meta Tag Keywords section as well as
keyword patterns in titles and sub-heads as well
as through the text for clues on top performing
keywords.
You can then go back to the Keyword Suggestion tools
outlined in TIP#2 to test the keyword combinations
you've come up with.
TIP 5. Look at leading Direct Mail, Magazine
Articles and Books on your market to get hints on
common "trigger" keywords that pop up
again and again. Try mixing and matching some of
these keywords, then throw them into the tools used
in Tip#2. Before long, you will have found a few
gems to try out.TIP 6.
Test IT
Keyword targeting is not an exact science. As with
every other marketing technique, you need to test
it. Depending on your budget and how fast you want
to get results, you'll need to decide on a PPC to
go with. Note: You will get far faster results with
the big guys - Google Adwords and Overture, so my
advice is to test using these PPC's.
You should have narrowed your keywords down to a
point where you are risking .05-.80 per click rather
than $2.00/click, so your exposure should be minimal.
Finally, you need to watch both the short-term and
longer term impact of PPC. Shorter term, you'll
notice traffic coming from PPC right away in your
web logs - so you'll get a sense of click-through
rates, and eventually sales in 1-2 weeks.
Longer term though, being listed in the top 3 spots
on the PPC's often provides you additional exposure
through special marketing arrangements each PPC
has made with specific search engines.
Weeks after your initial campaign you will often
start to see a significant bump in search engine
activity as the result of being in the top 3 of
PPC's.
Be smart in your PPC marketing.
For the vast majority of businsses who don't have
unlimited funds for marketing, stay away from following
the flocks - try and focus on niche keywords. That's
how you can make Pay-Per-Click pay You.
__________________________________________
So You Want To Write Your Own Hot Selling eBook?
Jeff Smith
will give you the EXACT techniques used by super
successful
eBook developers to match your topic with INCREDIBLE
market
demand. 95% of eBooks fail to reach their goals
- here's
How To Make Sure You Are in the Top 5%. See: http://www.infoproductcreator.com
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