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Advertising with Paided URL Inclusion
1.
Advertising with Paided
URL Inclusion
2.
Advertising your services
or products on the Internet is
3.
both extremely effective
and extremely competitive. There
4.
are several ways
to go about attracting traffic to your
5.
website; Pay-Per-Click is
one of the options you can choose
6.
from, along with
developing an SEO, or search engine
7.
optimization campaign. Both
pay-per-click and SEO are
8.
targeted to get
your website placed as close to the top of
9.
search engine results
as possible. One of the differences
10.
is that it
takes minutes to set up a pay-per-click campaign
11.
versus months for
a good SEO campaign.
12.
Pay-Per-Click is a
simple type of paid advertising that
13.
most search engines,
including some of the largest ones,
14.
now offer. It
requires a bid for a "per-click" basis, which
15.
translates to your
company paying the bid amount every time
16.
the search engine
directs a visitor to your site. There is
17.
the added bonus
that when a per-click site sends your
18.
website traffic, your
site often appears in the results of
19.
other prevalent search
engines.
20.
As with all
marketing campaigns, there are advantages and
21.
disadvantages. If you
understand the process and monitor
22.
your pay-per-click campaign
frequently, it can be very
23.
effective. One of
the greatest advantages is that you never
24.
have to tweak
your web pages to change your position in
25.
search engine results,
as you must do in a typical SEO
26.
campaign. What you
do have to do in a pay-per-click
27.
campaign is pay
a fee.
28.
Another advantage is
the simplicity of the pay-per-click
29.
process. You just
bid and you're up and running. It doesn't
30.
demand any specific
technical knowledge, though the more
31.
you know about
search engines and keywords, the easier -
32.
and more effective
- the process will be.
33.
The downside is
that pay-per-click is essentially a bidding
34.
war. A higher
bid than yours will lower your position on
35.
search engine results.
This means that you will have to
36.
raise your bid
to regain your position - which can
37.
obviously become quite
expensive, especially if you are
38.
bidding on a
popular keyword.
39.
In order to
determine if pay-per-click is a cost effective
40.
form of marketing
for your business, you must do some
41.
computing to figure
out how much each visitor to your site
42.
is worth. You
can compute this value by dividing the profit
43.
you make on
your website over a given period of time by the
44.
total number of
visitors for that same time period. For
45.
example, if your
site made $5,000 in profits and there were
46.
2,5000 hits, each
visitor would be theoretically worth 50
47.
cents. The basic
formula is profits divided by visitors.
48.
The figure of
50 cents per visitor is the point at which
49.
your business breaks
even. The idea, of course, is to show
50.
a profit, not
to merely cover your costs. Therefore, you
51.
are aiming at
a figure less than 50 cents per click.
52.
Be aware that
the most popular keywords often cost
53.
considerably more than
50 cents a click. The only way
54.
around this is
to bid less for these phrases or you will be
55.
paying too much
for each individual hit.
56.
The key (pun
intended) to success is to learn everything
57.
you can about
search engine keyword research. The good news
58.
is there isn't
a limit to the amount of keywords you can
59.
add to your
bid because additional keywords do not add
60.
additional cost. This
translates into a lot less hassle for
61.
you because there
is no need to optimize your site to index
62.
a particular set
of keywords.
63.
Obviously, some keywords
are much more effective than
64.
others are, but
they will not cost you anything except time
65.
to set-up your
account in your pay-per-click bid. Of the
66.
popular search engines
that offer pay-per-click, one called
67.
Overture provides an
online tool that will give you the
68.
data on how
often particular keywords are entered into
69.
their search engine.
They also offer suggestions for
70.
keywords after you
enter a description of your site.
71.
In pay-per-click, this
written description is crucial. You
72.
must understand that
the object of your description is not
73.
to generally attract
visitors, but to be as specific as
74.
possible so that
only those visitors who are likely to buy
75.
your service or
product go to your site. You must use
76.
expert marketing copy
to guarantee that your description is
77.
both precise and
enticing to attract the most ideal
78.
candidates to your
site. This description is your most
79.
powerful tool to
insure that your bid is profitable.
80.
Another essential element
of pay-per-click advertising is
81.
that you constantly
monitor your bid. It is very important
82.
that you bear
in mind that the results of the top search
83.
engines providing pay-per-click
advertising, which are
84.
Overture and Adwords
Select, usually appear on other
85.
popular search engines.
Because of this, the competition
86.
for top ranking
is intense, and very often you will find
87.
that the bidding
price balloons too high for pay-per-click
88.
to yield a
profit.
89.
If this happens,
it is advisable to withdraw your bid on
90.
that particular keyword
and try another one. Remember: when
91.
you pay too
much per click to make a profit, you are in
92.
essence losing the
bidding war.
93.
Since losing is
not acceptable, you must have a plan in
94.
place to closely
track the effectiveness of your keyword.
95.
It is advisable
to monitor your keywords on at least a
96.
monthly basis.
97.
Not only is
careful monitoring important, but the analysis
98.
of visitor behavior
can produce invaluable knowledge about
99.
consumer motivation, habits,
and trends. Expert monitoring
100.
and consumer analysis
is essential to your overall business
101.
needs, and will
also insure that your pay-per-click
102.
campaign is a
success.
103.
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