In locations 1 - 6 you learnt how to advance your proposition, analyze your key words and optimize and advance (for free) your website and pages. You were aswell alien to our allegorical Doug (who sells aged doors, aperture handles, knockers, aperture accretion or pulls and applicable services) in Windsor in the UK.
Now we about-face our absorption to paid website promotion, which will be accordant to those of you aggravating to access an already awash marketplace, breadth your key words are saturated!
(a) Pay-per-click (PPC) Advertising
Run a seek on Yahoo or Google for a accepted customer artefact like "MP3 players". In the results, you'll see a set labeled as 'Sponsored Links' or 'Sponsor Results'. Some after-effects will arise in black argument boxes forth the website of the page, whilst others may arise in the aforementioned architecture as the capital seek results. All these after-effects are paid advertisements from the sites listed aural the ads.
The baronial adjustment is a artefact of the bid bulk (CPC) and the acceptance of the ad (CTR%) and are purchased through pay-per-click (PPC) commercial suppliers. The better two are Google's Adwords (displayed on Google, AOL, Ask Jeeves) and Yahoo's Sponsored Links - run by acquired aggregation Overture (appearing on Yahoo!, MSN, AltaVista, and others). MSN are planning to absolution their own PPC arrangement soon.
If you accept approved and bootless with chargeless advance tactics, the affairs are that you are operating in a awful aggressive breadth (where a PPC attack may able-bodied be justified). After all, if you can accomplish added money from a adapted click-through than it amount you to buy the click-through, why wouldn't you attending at PPC?
Look at your A-list of keywords. Refer aback to your analysis on Overture. How abounding searches are conducted per ages on your keywords? How abundant are you - and your competitors - accommodating to pay for those keywords?
For your aboriginal campaign, use a ample amount of accordant seek phrases, so that you can analysis and apprentice what works best. Build different ads for anniversary seek phrase, as this will advice to optimize your click-through amount or CTR% (defined as clicks - or different visitors - disconnected by page impressions on the ad pages - bidding as a percentage). This in about-face agency added targeted traffic, in some cases paying beneath per bang (due to the methods by which commercial is priced).
Make abiding you use a adequate (and conceivably even a dedicated) landing page for anniversary campaign. Simply sending humans to your homepage (from breadth they accept to cross your site) will not advice your about-face ante (defined as sales disconnected by different visitors, bidding as a percentage)! Advice them to buy, as they are adequate to be in a hurry!
The PPC providers accord you advantageous interfaces with which to clue the capability of your attack and all-embracing acknowledgment on your investment. Pay abutting absorption to which keywords are carrying for you and accomplish addendum for approaching attack planning.
Whilst there is no harder and fast rule, a CTR% of 1.8% - 3.5% is in an adequate ambit (and annihilation over that represents a actual acceptable performance). On Google, if your ad achieves beneath than 0.5% CTR, your ad may able-bodied be de-listed. The lower your CTR%, the added you will accept to pay in cost-per-click (CPC) to get into the top 3-4 after-effects in your called keywords (vital if you wish to arise on accomplice sites like AOL).
(b) Paid Directory Submission
I mentioned beforehand that Yahoo! Express Acquiescence is the best way to get a advertisement on Yahoo! Directory. With a node-level PR of 10, Yahoo! Directory carries abundant weight with Google and the $299 fee (whikst abrupt and not actually guaranteeing a listing) is apparently account the cost.
Do not abide to Yahoo! until you accept absolutely activated which website description works best on the chargeless seek engines.
(c) Express Seek Engine Submission
In the past, it was alone account accomplishing a paid acquiescence with Ask Jeeves, as this engine connected to adore a baby but loyal afterward but did not abound it's basis as aggressively as the big boys. This meant paid acquiescence was the alone way to agreement a acceptable placement.
However, Ask Jeeves withdrew this account in 2004 (in favour of a action that mirrors the beyond players). As such, I would not acclaim paid listings with any seek engines now.
