Monday, May 14, 2007

Keyword bidding

Our strategy has been to maintain the number one position for
our keyword phrase. We do not want to be considered #2.
What is the advantage to being in any other position?

If your objective is to maximize traffic then you are
right, the top position is the only place to be. The
number one position generates the highest percentage
clicks. Each subsequent position (2,3 and so on)
generates a lower and lower number of clicks.

However, if you are trying to generate sales or a conversion
of any kind, you want to maximize sales not traffic. This
is, of course, tracked by Googles' conversion code. This code,
obtained from your account, is placed on the thank you page
that is only displayed after your sale (or conversion).

Once in place the conversion code counts only those views
that have completed that transaction at your site or
conversion. Now Google can divide your total cost of
advertising by the number or conversions and give
you a cost per conversion. Now you know what ads are
actually generating sales and whether it is profitable or not.
This calculation of cost per conversion paints a different
picture than cost per click.

Cost per conversion
shows you not only what text ads are
generating your sales but gives your strategy for the
position you should bid for. If you know how much you
are able to pay per sale for advertising, then you know
whether you can afford the number one position or not.

The problem with the number one position for a given
keyword is that although it generates the most traffic,
it often can generate a higher percentage of less serious
viewers as well. This means your percentage of
sales per clicks should go down as your traffic goes up
for the higher positions and higher cost per click of your

This whole process is of course taking place in an dynamic
environment of competitive bidding, but the overall relationships
of conversions, cost per click and position stay the same.
Simply staying with the number one position without tracking
conversions is missing the real value of ppc management.
Further, by tracking conversions you are able to venture into
keywords that are more generic. If you track conversions you
are constantly aware of the true value of all of your traffic.
Let conversions determine your strategy, not ego.

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Thursday, March 15, 2007

Pay Per Click Management

Pay Per Click Management

Pay per click advertising refers to small text ads at the top and sides of search engine results pages. Advertisers aggressively bid for search terms that people employ to find products and services. As one queries a term, an ad appears. Clients are only charged when the ad is clicked upon and transports the viewer to the site.

Pay per click management is the implementation and monitoring of these ad word campaigns. PPC management entails the following:

· Selection of Keywords

· Adv Creation

· Conversion tracking

· Monitoring bids and optimizing campaign

· Content vs. Search

· Linking

Keywords Selection

A product or service typically contain one or two words that are apparent when selecting search terms. Both Google and Yahoo have a keyword tool aid(service?) that enables you to expand the list of terms and thus generate additional traffic.

There is also the use of negative terms, which disallows wasting money on ineffective ads. A negative term is a word used in tandem with your search term that prevents your ad from being displayed.

For example, if you are a Spa, you might bid on SPA with a negative key word of SUPPLIES. A search for HEALTH SPA SUPPLIES would not show your adv. However, a search for HEALTH SPA would introduce your ad.

ADV Creation

Text ads on Google and Yahoo are minimal-

usually between 15 and 20 words. Ads are connected to a specific search term. So, the initial task is to construct an ad that tells your story by utilizing that term. A searcher determines that you have what they need if you are efficient in the ad you produce! You don’t want to pay for irrelevant traffic.

Google treats text ads differently than Yahoo. Google has a quality score for each ad.

It is a function of relevance and click thru rate- the maximum is pay per click.

As one creates multiple ads for one search term,

Google rotates their use and automatically uses the ads that generate the most clicks. Therefore, when constructing ads for Google, use the search term within your adv. So our adv would be:

Health Spa

Come to the worlds most

Expensive health spa.

In this ad we have the term Health Spa twice, making it highly relevant to anyone searching health Spa. So, over time Google will reward our relevance for that search with a higher ranking.

Initially, this optimization is beneficial for you. Google optimizes clicks’ traffic
to your site. This signifies Google is optimizing its revenue.

However, we want to optimize your revenue.

This is where conversion tracking is critical.

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Wednesday, March 14, 2007

PPC marketing and making keywords relevant

Bob we need to market ourselves to advertising agencies about
our services, what steps can we take?
In school marketing

It seems that the agencies are using Google more now than ever
to research advertising possibilities. Most of the contacts we get
are from small advertisers, but we also are being contacted by
the largest agencies in New York ...all from the internet.

I think the quickest and cheapest way to find out if this is the case
in your area is to set up a small Google Adwords campaign. If you
go to Google Adwords, it is a simple interface to use to set up
your account.

Click on Google Adwords on this page

Two elements to Adwords campaigns

1. keywords
2. text ads

Keywords are the words that you think your clients might use
to find your service. Here are some examples with the traffic
for one month on Yahoo...multiply by 3 (or more ) for traffic
on Google .

I used the Yahoo keyword tool and it gives you the traffic for
the past month for all keywords and gives you variations. I
used Scholastics (good to advertise on competitors name),
Marketing/Advertising with teen/youth.

113 advertising in schools
95 top advertising schools
88 online advertising school
273 marketing to teen
65 youth advertising
269 youth marketing
35 accredited advertising nationally offer school student
25 high school advertising
145 teen advertising
1357 scholastic inc
638 scholastic com
186 scholastic publisher
120 scholastic press
103 teacher scholastic news

This is not a lot of traffic to advertise to...and there must be
more keywords to use...promotions?

Whatever...Google will even help with that when you set up
your account.


Here are the top three ads for the top ten Teen Advertising
on Google

*Teen*/Tween Marketing -NAM Reaching Teens & Kids Nationally! Serving Small To Fortune 1000

Alloy Media & Marketing Leverage proven *teen* ad platforms Reach teens both in & out of school
*Teen Advertising* A Tool For National Brands To Reach Teens & Tweens On Their Vacations!

The key is to use all or part of your keyword in the
advertisement. Google and now Yahoo reward relevancy
in your ads so include.....TEEN ADVERTISING in your
adv for that keyword. Google will show them as bold and
rewards you with higher placement for less $$.

So you should make up a couple of ads similar for
Planet Report....

Teen Advertising Reaching Teens in schools for 18 years.......blah blah blah

very prominently placed on your site for whatever info you want
from them. Obviously, the more you ask for the fewer signins you get.

There is more to PPC advertising but to get a start on a small
account this should get you going in the right direction.


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