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PPC is a paid form of advertising offered by Search Engines. It works as follows:
1. Advertisers bid on keywords that explain their business, products, or target audience. 2. Advertisers are then charged the bid price all time somebody clicks on the advert, which is displayed when a searcher types one of the selected keywords into the search engine. 3. Some search engines also show the adverts on websites that arrangement with similar topics as the keywords being bid on.
Advantages of Pay Per Click
The mainly important benefit of Pay Per Click is that it is very fast. Within hours a Pay Per Click campaign can be setup and driving targeted traffic to a site. Other forms of Internet marketing, SEO, can get months before any results are seen.
Attaining good position is simple, but it does need putting in the highest bids. Also, no changes need to be made to the site itself. Lastly, there are no restrictions as to how many keywords can be bid on. This is especially helpful to sites that have a lot of different products.
Limitations of Pay Per Click
The costs associated with the bidding method are the largest drawback of Pay Per Click. Over time a Pay Per Click campaign can become very expensive. It is essential that ROI of a Pay Per Click campaign be closely monitored.
Bids require to be regularly monitored as competition for top positions can be fierce. Bidding wars may break out for popular keywords thereby driving the price of top positions beyond the reach of smaller companies.
Any Pay Per Click campaign is open to click fraud. Unscrupulous competitors may send fraudulent clicks through to your site in order to drive your advertising costs up. Monitoring a campaign for signs of click fraud is important.
Choose a Pay Per Click Provider
The 1st part of setting up a Pay Per Click campaign is deciding where you want your adverts to show. At present the top international Pay Per Click providers are Google and Yahoo.
Google
Google is the greatest Pay Per Click provider, with more than 60% of search page views in Europe. In South Africa, Google is by far the most dominant as it caters for the local market, while Yahoo does not. Its Pay Per Click advertising product is called Ad Words. There is a once-off activation fee of US$5, after which only clicks need to be paid for. Clicks can cost as little as $0.01, but some highly competitive terms (especially law related) can cost upwards of US$15. These are displayed on the right-hand side or top of the page under the sponsored links section.
Adverts can also appear on the search sites within the Google Network that include AOL, Netscape, EarthLink, Ask Jeeves, CompuServe, AT&T Worldwide and Shopping.com. A Google Ad word also has a content network. Adverts appear on websites that have joined the Ad sense program. Some of these sites include About.com, Lycos, The New York Times, The Weather Channel, How Stuff Works and many more. It should be noted that the ROI on the content network is far lower than the search network.
Google has an online learning centre where anyone can learn the ins and outs of the Google Ad words program. Upon completing the course you can take the Google Advertising Professional exam which is part of the process of becoming a recognized Google PPC specialist.
Yahoo! Search Marketing
Yahoo’s Pay Per Click product is called Sponsored Search which enables any advertiser to find listed in the paid search results on search engines like Yahoo!, AltaVista, Info Space, Allthe Web and Net Zero. Overture tool claims to reach more than 80% of UK internet users through its network of web portals and search engines. Although Yahoo! is well known and used in South Africa there is no option of displaying adverts locally and is only of use to advertisers targeting an international market. Setting up an account is free, but an early deposit of $30 in the US is required. Clicks start from £0.10 or US$0.10.
Yahoo offers a contextual advertising product called Content Match which is similar to Google’s. However, the criteria for having Yahoo adverts on a website are far tougher thus giving it more credibility and generally offering advertisers with a better ROI.
Yahoo! bought Overture tool in October 2003. It operates as a wholly owned subsidiary. Overture tool has already rebranded to Yahoo! Search Marketing in the US and UK.
Mirago
Mir ago offers up to 9 million searches per day in the UK and half a billion worldwide per month. Mir ago caters mostly for the UK market, but is growing in Europe.
Its Pay Per Click network of sites includes Lycos.co.uk, dogpile.co.uk, shopperuk.com and infospace.co.uk. To open a Mir ago account a £25 deposit is needed and clicks start from £0.10. Mir ago is not as saturated with advertisers like Google and Overture tool and therefore offers a cheaper alternative albeit with limited traffic.
Miva
Miva handles about 2,000 queries a minute globally and generally one billion per month in Europe. Miva does not have a search component. It is a network of partner sites including Euro sport, Lastminute.com, Supanet and Auto express.
Its paid-for product is called PPC Ads and it will soon be launching PPC Ads in the UK. For both, advertisers bid on keywords and are listed according to bid price.
Determining a Visitor's Worth
This is important for advertisers to launch the worth of a visitor. 1stly, the maximum CPC acquisition needs to be established. Then an average CPC needs to be calculated. For example, if a sale is made after every 100 visitors to a website at a cost of $50, then the average cost per click is $0.50. Now, if the average profit from a sale is also $50 then the advertiser is breaking even on his/her advertising spend. In order to make a profit the average cost per click needs to be less than $0.50. If the average cost per click rises above $0.50, Pay Per Click advertising becomes unprofitable.
Determining the Target Audience
This is very important that advertisers establish who their target market is for all forms of advertising including Pay Per Click. 1stly, the geographic location of the target market needs to be decided. If a business ships its products worldwide, then international viewers should be targeted. If the business only ships within a single country like UK then only that country should be targeted. Furthermore, if a business like a sports removals company can only offer its services to people within a specific city or region, then only people from this area should be targeted. Google allows advertisers to choose whether to target an international viewers, individual countries or even areas defined by latitudes and longitudes. Other factors regarding the target viewers like age, education and economic level should also be kept in mind.
Analyzing the Website
The website should be analyzed to decide the potential success of a Pay Per Click campaign. If a Pay Per Click campaign drives traffic to a poorly designed site the likelihood of success is minimal. In cases like this, a company’s money would be superior spent on improving the website.
The site should also be analyzed in order to decide likely landing pages. Pay Per Click allows advertisers to choose where on a site the visitors should be sent when they click through on an ad. Every keyword.
Organizations working Search Engine Optimizations can vary considerably in their techniques. Website Optimization for search engines can need working on so many unique elements that many practitioners of Search Engine Optimization considers them to be in the broad field of Website Optimization. However, search engines are the primary motivation for our Website Optimization efforts, and any site that we work on can see benefits. Search Engine Optimization (Search Engine Optimization) involves many aspects and one thing we strongly believe in is ethical Search Engine Optimization (SEO). All of our techniques follow the practices laid out in the Google Webmaster Guidelines and SEO Consult firmly believes through following any guidelines a search engine sets down, our Website Optimization can only strengthen our clients website, and also our relationship with the client.
When you open a website you think about places to submit link. For high competitive websites like travel, gambling, SEO, dating, web design, global real estate… I would recommend being ready for hours of all day work using all types of services or… if you rich you can hire someone to do it for you and make thousands back links from excellence sites. 1) Submit in DMOZ.
2) Submit in Yahoo directory.
3) Using our list of strongest directories submit only in free directories.
4) Write article for Ezinearticles with your link in footer.
5) Digg your pages (1 page every 2-3 days).
6) Join webmaster forums, ask questions you need and leave link in footer.
7) Join forum with related topic and leave link in signature.
8) Tell all your friends about your site and find if someone run a web log or personal page.
9) Subscribe for 2-3 links on related pr4-7 websites (no more than $20 a month for link)
10) If you have extra money add site in 2-5 paid directories.
11) Exchange links with 10 webmasters using Link market or Link2Me
12) Add simple blog to your site and submit link to all blog directories.
13) Burn your Feeds…
14) Write 20 emails to related sites asking for a link.
15) Write 5 stories for 43things and in story #6 add your link.
16) Visit PayPerPost and spend $50 for 4-6 blog posts.
17) Submit random inner pages in deep link directories.
18) If it official site of your legal business… write Google e-mail to add you in local results on the Google map.
19) Type on Yahoo: site: competitor URL. Try to add your link in the same places where competitors keep their links.
20) Create link exchange page on your site.
21) Create reciprocal directory on your site offering link exchange.
22) Create “link us” page on your site.
23) Write good article on your site with good number of useful ways… “10 ways to …”, “100 reasons why…”, “50 best…” Digg, Furl, Del.icio.us this article and you will see that people actually love it.
24) After your article approved on EzineArticles copy and paste it on other less popular article sites.
25) Suggest someone (your competitor) free product or testimonial if he/she link your URL.
26) Type on Google “list of …your keyword.. Sites” or “best …your keyword… sites”. Try to submit on link pages which appear.
27) Submit site on Yellow Pages.
28) Find related niche directories and add your site.
29) Ask your business partners if they have websites.
30) Ask your kids if they have a website… sometimes you just don’t know.
31) Open Blogger account, create simple homepage blog talking about your life, add this blog in some blog directories and link your site from this blog.
32) Submit your site in 10-20 reciprocal directories.
33) Apply for Google Ad Words account and see if it worth it.
34) Visit link exchange forum and ask 10 webmasters for 3 way link exchange. (He link you from one site, and you link his another website)
35) Add site in 1 pixel/betting directory. No more, they often spammy.
36) Visit Text-Link-Ads and look for a deal.
37) Type on Google “Link submission” and check top 10 results.
38) Add your site Page rank button… and MyPagerank will link you back.
39) Submit site in business directories.
40) Submit site in local newspapers / portals.
41) Call places where you pay for offline advertising and ask if they link clients form their website.
42) Ask your web design company to link you as example of their job.
43) Find bloggers who write about the same topic and ask them (polite) to link your site.
44) Add your website URL in all your offline ads, business cards, company profiles.
45) If you long time in business… type your business name on Google and you might find someone who wrote about you in the past. Ask them to update information… coma in the end of address and website url :)
46) After your site appeared on Google; type your name and click similar websites link. Check if there is any way to add link.
47) Visit top 50-100 related websites on Google and check if they have link pages with possibility to add URL.
48) Try to get .edu (educational), .gov (government) links. To find this sites type on Google: site: .edu keyword. For example: site: .edu website promotion resources. In this case Google will give you all .edu sites where they find words “Website promotion resources”.
49) Everything you was doing on Google before… try on Yahoo and MSN.
You can still found a few mileages out of submitting your web site to directories. If you have been wonder which directories to submit to or how to found your site listed, this article will show you how.
I hope to provide you a thorough and succinct short on how to submit to directories, when to submit to directories and which directories earn your submissions. I will be drawing on our work together to write an explanatory piece about directory submissions.
Directory submission is one of the mainly important things to do when you are link building. It is an assured way to find solid one way links back to your desired domain or sub domain.
This next item is a major issue. I searched that several of my clients waited pending the last moment to renew their URLs, and the URLs had been back ordered by domain name resellers. These resellers are now selling us our domains, which thanks to my clients' working are longer ours, for an extremely ridiculous price, which we have little choice but to pay. Now why have these URLs become so dear? It is because the web sites were great resources.
MSN Search places important emphasis on content. Whether that content is on page, off page, or totally off the site, care should be taken to ensure that content best is maximized. The MSN algorithm values content very greatly and even allows for heavier than Google permissible levels of keyword density. In many ways, MSN Search is a content oriented website owner’s dream.
Because of the a lot of benefits that accrue to a site as a express result of new keyword rich content, it’s as good a place as any to start your optimization efforts. Keep in mind that content not only provides direct immediate value in the search engine results pages (SERPs), but also indirectly over the longer term, in the form of incoming natural links.
As links show to be very important to MSN’s algorithm, and in that regard it follows the Google link importance bias, it’s important to attract as many organic links as achievable. One sure way to increase incoming links is to offer interesting and helpful content. Not only does content add links, but it also provides the important keyword phrases if presented in many search engine friendly forms.
Content shows in two ways. There is on site content and there is off site content. Together are very important to the MSN Search algorithm. By including both content strategies in your MSN optimization efforts, the maximum ranking benefits can and possibly will be achieved.
Make certain that every page has exclusive title tags related to the most important keywords on the page. It’s also a excellent idea to use the title tag in the page’s Meta tags as well, to create a uniform themed appearance to the page content.
Page URLs should be static html, preferably containing a keyword, or even two keywords. Dynamic URLs are less likely to be indexed in MSN, so they are best avoided. That situation could change, however, as the MSN search engine evolves past the beta stage, and its algorithm becomes more diversified. In that event, dynamic URLs would then be effectively indexed. In the meantime, static html URLs is a far better option.
Keep the on page themes and topics consistent and applicable, and make certain that all of the pages are linked jointly in some way. Orphan pages with no outgoing links to other parts of the website are less likely to be indexed, resulting in a loss of that page’s content. Orphan pages also waste a valuable opportunity to use a link with good anchor text to profit another Web page.
MSN's Search Engine Beta algorithm has a group in common with Google's and Yahoo’s algorithms, but also includes several subtle yet important differences. Wayne Hulbert walks you through these differences, and explains what you need to do to create sure your website scores a great rank.
As everybody knows by now, the new MSN Search Engine has been launched in a beta format. The Microsoft owned search engine has generated much interest and argument among the general search using public and the search engine optimization (SEO) community.
As always, SEO professionals are eager to study the wants, requirements, and desires of the MSN Search algorithm. How to rank well in MSN Search is the leading inquiry of the day. Achieving high search engine rankings in MSN has a few similarities to the techniques already used in Google and Yahoo. As expected, the MSN algorithm has a few twists and turns for SEO professionals to navigate as well.
As with the new major search engines, MSN Search requires excellent relevant content, and class incoming links featuring keyword rich link anchor text. That said, there are a few differences and similarities with Yahoo and Google’s preferences. After all, all search engine algorithms, while related in many basic ways, are unique in their requirements in other areas of search optimization.
A new holistic optimization plan stressing most of the well known accepted SEO top practices techniques appears to be just what the doctor ordered for MSN. By taking an overall approach to MSN optimization, some of the unique MSN algorithm preferences will be taken into consideration, and steps taken to have them employed.
Perhaps the first and probably most important aspect of the MSN Search Beta is require for good keyword rich content. Relevance of theme and topic appears to be very important to MSN, as it is becoming for Google optimization. There are also additional considerations for levels of on page keyword density that differ somewhat from Google. On the other hand, MSN seems to strongly dislike keyword stuffing, and will drop a site’s ranking accordingly.
As expected, links are important to MSN, as they are main to Yahoo, and of course to the legendarily link obsessed Google algorithm. Maintaining your main keywords on the incoming and internal on site link anchor text is important. That link text definitely requires mixing and variation to appear as natural as possible when crawled by the MSN spider.
Clean coding is a must with MSN Search, as its spider has a strong preference for well written code. For non-programmers or website owners with low levels of coding skills, that necessity could become a problem. If a website’s code is poorly written, it appears that MSN Search downgrades the site’s search rankings heavily.
Like Yahoo, MSN Search seems to still place a few importances on Meta tags. Long fallen into disuse because of their lack of profit in Google, dusting off some meta tags appropriate for each page might be beneficial as well.
MSN's Search Engine Beta algorithm has a group in common with Google's and Yahoo’s algorithms, but also includes several subtle yet important differences. Wayne Hulbert walks you through these differences, and explains what you need to do to create sure your website scores a great rank.
As everybody knows by now, the new MSN Search Engine has been launched in a beta format. The Microsoft owned search engine has generated much interest and argument among the general search using public and the search engine optimization (SEO) community.
As always, SEO professionals are eager to study the wants, requirements, and desires of the MSN Search algorithm. How to rank well in MSN Search is the leading inquiry of the day. Achieving high search engine rankings in MSN has a few similarities to the techniques already used in Google and Yahoo. As expected, the MSN algorithm has a few twists and turns for SEO professionals to navigate as well.
As with the new major search engines, MSN Search requires excellent relevant content, and class incoming links featuring keyword rich link anchor text. That said, there are a few differences and similarities with Yahoo and Google’s preferences. After all, all search engine algorithms, while related in many basic ways, are unique in their requirements in other areas of search optimization.
A new holistic optimization plan stressing most of the well known accepted SEO top practices techniques appears to be just what the doctor ordered for MSN. By taking an overall approach to MSN optimization, some of the unique MSN algorithm preferences will be taken into consideration, and steps taken to have them employed.
Perhaps the first and probably most important aspect of the MSN Search Beta is require for good keyword rich content. Relevance of theme and topic appears to be very important to MSN, as it is becoming for Google optimization. There are also additional considerations for levels of on page keyword density that differ somewhat from Google. On the other hand, MSN seems to strongly dislike keyword stuffing, and will drop a site’s ranking accordingly.
As expected, links are important to MSN, as they are main to Yahoo, and of course to the legendarily link obsessed Google algorithm. Maintaining your main keywords on the incoming and internal on site link anchor text is important. That link text definitely requires mixing and variation to appear as natural as possible when crawled by the MSN spider.
Clean coding is a must with MSN Search, as its spider has a strong preference for well written code. For non-programmers or website owners with low levels of coding skills, that necessity could become a problem. If a website’s code is poorly written, it appears that MSN Search downgrades the site’s search rankings heavily.
Like Yahoo, MSN Search seems to still place a few importances on Meta tags. Long fallen into disuse because of their lack of profit in Google, dusting off some meta tags appropriate for each page might be beneficial as well.
