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A L L A B O U T S E A R C H E N G I N E S

Registered with the Library of Congress
ISSN: 1526-2014

"A Common Sense Guide For Search Engine Optimization"


Issue #71 October 7, 2002


Editor: windsong (aka Linda Anderson)
http://marketing-resources.com/sezine.html


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THIS ISSUE'S CONTENTS

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SPONSOR'S SPOT

EDITOR'S NOTES

SPECIAL FEATURE ARTICLE

LINKS OF INTEREST ABOUT SEARCH ENGINES

BOOK REVIEW

LETTERS TO THE EDITOR

HINTS, TIPS, AND TRICKS

HOW TO ADVERTISE IN "ALL ABOUT SEARCH ENGINES"

SUBSCRIBE/UNSUBSCRIBE INSTRUCTIONS


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SPONSOR'S SPOT

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EDITOR'S NOTES

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Welcome loyal readers and all new subscribers!

Its been a while since the trouble started. The site is back up
and publication of the ezines is underway. Its been a long haul
and I thank all of you for waiting it out. Its been tough on me,
being offline for so long. I can't begin to express the total
frustration I went through. Many files were lost, as well as
some great resources that I was planning to pass on to you. But,
fear not, I will gather more.

One other thing I should mention, since some of you are new
subscribers. There are some ads in these issues. However, I do
refuse ads that I feel would not be of interest to you. Most of
the ones I turn down are for get rich quick schemes and others
that have no connection to search engines. I hope you will support
our sponsors since they are the ones who pay the freight around
here. The paid ads help to keep this ezine free. Donations for
the ezine are also accepted. As little as one dollar helps. If
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http://s1.amazon.com/exec/varzea/pay/T2XR27PAWEALQQ </a> All
donations will go to help feed all the animals I have rescued.
Yes, my house is overrun with cats and dogs who have been badly
abused. They are all well adjusted and happy. Now if I could
only get Annie to stop digging holes in the back yard!

Enjoy this issue.

If you like this Newsletter, please tell 3 friends. If you don't
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Peace,
windsong


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SPECIAL FEATURE ARTICLE

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Managing a Responsible Pay-Per-Click Campaign
by
Scott Buresh

OVERVIEW

What is PPC?
Pay-Per-Click is a paid form of advertising, popularized mostly
by the "search engine" GoTo (now called Overture). The concept
is fairly simple. Businesses bid to be placed at or near the
top of the search results for particular keyword phrases. The
bidding is done on a "per-click" basis, meaning that a company
pays a specific amount every time the engine sends them a
visitor. In addition, the top results on Overture also show up
in the results of most of the popular search engines (usually
listed as "sponsored" or "featured" results). Google has also
recently come up with its own similar version of PPC.

Advantages
Pay-Per-Click campaigns have some advantages over traditional
search engine optimization. First of all, they require no
changes to a current site's content or look to obtain top
positions, just a willingness to pay. Also, the implementation
of a pay-per-click campaign is relatively quick - it can take
just a few days to start getting targeted traffic, versus
months for standard SEO campaigns. Finally, unlike search
engine optimization, the implementation of a PPC campaign is
relatively easy and does not necessarily require any
specialized knowledge (although experience with search engine
marketing is a definite advantage).

Limitations
Of course, there are limitations to this type of advertising.
Any new bids automatically lower the positions of other firms,
and many will react by raising their bid to regain a previous
ranking. Daily monitoring of positions becomes crucial. These
campaigns can also become prohibitively expensive, depending
on the competitiveness of the keyword phrases and the
aggressiveness of the competition. In addition, many of the
"savvier" search engine users have learned to recognize PPC
results as paid advertising and bypass them without
consideration.

THE PROCESS

Determining Visitor Worth
Determining how much each website visitor is worth is vital
to the success of a pay-per-click campaign. If it costs $50
in click-throughs to make a $40 sale, the campaign has failed.
The formula is relatively simple, but some specific historical
data is necessary. In the most rudimentary form, it is the
profit from the website over a given period divided by the
number of total visitors for the same period. If a site netted
$1000 in profits from goods or services in a given period, and
there were 2,000 visitors during the same period, each would
theoretically be worth 50 cents (profit divided by visitors).
But this is only the breakeven point. Depending on the desired
profit margin, the optimal price to pay per click would
probably be something much less than 50 cents. Popular keyword
phrases can often run more than this, so it then makes sense
to bid less money on less popular terms to pay an acceptable
amount per visitor.

Selecting Keyphrases:
As with typical search engine optimization, keyword research
is critical to the success of a PPC campaign. Unlike typical
search engine optimization, there aren't practical limits on
the number of phrases to target. Usually, there is no extra
cost to add as many keyword phrases as possible. This makes
the keyword selection process easier, since there is not a
good deal of resources committed to optimizing a site for a
particular keyword set. Under-performing keywords, while
still an annoyance, do not cost extra (except for the
marginal time involved in setting up the account). To help
identify keyword phrases, Overture has a tool on their site
that allows advertisers to see how often particular search
terms are actually typed in their engine. It also gives out
popular suggestions based upon the terms you enter.

Writing descriptions:
With a typical search engine description, the object is to
entice as much traffic into a site as possible in the hopes
of converting that traffic into customers. With PPC, a
different approach is mandated. It is undesirable to pay
for unlikely prospects, so the description is designed to
eliminate the "tire kickers" while attracting highly
targeted traffic. For this reason, the description should
describe exactly what the business offers- a company
wouldn't want to pay for every visitor looking for
"insurance" if they only sold renters insurance, for example.
At the same time, proven marketing copy techniques should
be employed to insure that the description is enticing
enough to attract ideal prospects.

Monitoring and Analyzing:
It is crucial to the success of any PPC campaign that it
be monitored on a daily basis, since positions can and do
change every day. Since the top three Overture results are
what typically show up on most partner engines (some
display more), the competition for these spots can be fierce,
and bidding wars are common. If the price gets too high, it
is usually prudent to withdraw and pursue a different
keyword (the only way to really "lose" a bidding war is to
pay too much for each visitor!). On Overture, it is also
important to lower bids when necessary to close the "bid gap"
(when a listing directly below another disappears, the
remaining company is now paying more per click than the
amount required to maintain their position). Apart from
position monitoring, it is important to track and analyze
the effectiveness of individual keyword phrases on a monthly
basis. Viewing click-through rates and studying visitor
habits can lend valuable insight into their motivations and
habits, and help to further refine a Pay-Per-Click campaign.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Scott Buresh is co-founder and principal of Medium Blue
Internet Marketing. For more helpful tips, visit
http://www.mediumblue.com


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LINKS OF INTEREST ABOUT SEARCH ENGINES

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Use the secrets in this search engine course and I guarantee
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"The Insider's Guide to Dominating the Search Engines"
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http://www.roibot.com/w.cgi?IM7470_se_secrets </a>


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BOOK REVIEW

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TITLE: THE savvy way to successful website promotion;
Guide to top positioning on search engines

AUTHOR: Derek Galon


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is intended both for people who already have a Website and who,
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<a href="
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LETTERS TO THE EDITOR

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I listen to feedback. If you have particular likes or dislikes
about "All About Search Engines!"(tm) please let me know by
sending your thoughts, ideas, critisisms, and comments to...
<a href="
mailto:editor@...?Subject=AASE-Feedback ">
editor@... </a>

Sending a message to this address automatically means that
you've given permission to reprint your message.


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HINTS, TIPS, AND TRICKS

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These tips are courtesy of John Buchanan of Search Engine Secrets
http://www.roibot.com/w.cgi?IM7470_se_secrets


Try to keep your pages as simple as possible. Things such as
frames, excessive javascript, flash, too many graphics or
image maps can have a negative affect on your search engine
rankings. A good rule of thumb is that the simpler the page,
the better it will generally rank. Even tables, when used too
much can break up the flow of the text on a page and hurt your
chances at a top ranking.

Good solid content is always important. While you will
occasionally see top ranking sites with very little content,
you will have a much better time getting and keeping a top
ranking with good content. This not only gives the engines
more to index, but it gives your visitors something to read
and absorb.


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HOW TO ADVERTISE IN "ALL ABOUT SEARCH ENGINES"

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SUBSCRIBE/UNSUBSCRIBE INSTRUCTIONS

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Copyright 1999-2002 © windsong (aka Linda Anderson).
All rights reserved. Please do not reprint, or host on
your web site, without explicit permission. I disclaim
any liability for the use of any contributed information
contained herein. I cannot assume responsibility for your
choices. They are your responsibility. I also claim no
responsibility for the legality or accuracy of the
advertisements contained herein.