Description
with Google Adwords........................................ 14 How to Run Your Campaign with Yahoo! Search Marketing ... will generate more traffic than all of your other Internet Marketing
---------------Your Search Engine Guide---------------
How to Combine Your SEO with Pay per Click Advertising Campaigns
Charlotte Du Limbert Simona Antosikova
Copyright © 2007 3R Consulting Ltd Waverly House, Greystones, Co. Wicklow. Tel: 01 201 7102, www.3r.ie
Table of Contents
1. 2. 1.
Introduction................................................................................................................. 3 Search Engine Optimisation: How to Get a Good Position on the Internet?.............. 4 White Hat SEO ....................................................................................................... 6 1. 2. 3. 4. 5. 6. 7. 8. 2. Site Quality and Content ..................................................................................... 6 Site Title.............................................................................................................. 7 Meta Tags............................................................................................................ 8 Good Navigation................................................................................................. 9 Right Keywords .................................................................................................. 9 Site Popularity................................................................................................... 10 In-site Cross Linking......................................................................................... 11 Web Site Design ............................................................................................... 11 Black Hat SEO...................................................................................................... 12 Pay per Click Advertising Campaigns ...................................................................... 13 1. 2. 3. 4. 5. How to Create the Ad and Description of Your Campaigns ............................ 13 How to Run Your Campaign with Google Adwords........................................ 14 How to Run Your Campaign with Yahoo! Search Marketing.......................... 20 How to Run Your Campaign with MSN.com.................................................. 22 Conclusion ........................................................................................................ 24
3.
4.
Final Conclusion ....................................................................................................... 25
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1. Introduction
Getting a top 5 search ranking in Google, Yahoo! and recently in MSN.com as well is the key factor to advertise your product on-line. Optimizing your website will generate more traffic than all of your other Internet Marketing efforts combined. By simply getting traffic coming to your website, you have got more chance of generating more sales.... The best way to have a good position on Internet search engines is to combine your SEO (Search Engine Optimisation) with pay per click advertising campaigns (Google Adwords, Yahoo! Search Marketing or Microsoft AdCenter for MSN.com).
These two most successful techniques for getting ranked high can positively influence each other and implementing them both you will get excellent traffic results.
Read these few pages and you will learn all about SEO and pay-per-click (PPC) campaigns before you waste a lot of money on a campaign that doesn't work. This guide provides essential overview of SEO and it will help you to launch your first on-line advertising campaigns with Google Adwords, Yahoo! Search Marketing (formerly Overture) or Microsoft AdCenter.
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2. Search Engine Optimisation: How to Get a Good Position on the Internet?
So you want your website to be on the first page of every Search Engine? You can influence your search engine visibility by yourself and it is much easier than you expected. The best way to have a good position on Internet search engines is to combine your advertising campaigns (Google Adwords, Yahoo! Search Marketing or Microsoft AdCenter) with SEO (Search Engine Optimisation). Thus, by implementing a good SEO strategy, you can significantly increase both the number and quality of visitors.
SEO means that your Web site is "optimised" for search engine results, meaning that, ideally, your Web site will come up as one of the first 10 sites when people search for keywords pertinent to your business. This is essential to your web site traffic which can then lead to further sales generation.
For example 3R Sales and Marketing managed to dominate the Google listings for more than one month and they did it themselves, without any external help. Here you can read more about how they did it: Does SEO Marketing Really Boost Sales?
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In general, SEO has two main areas: 1. changes to a site's code (referred to as "on-page factors") 2. getting links from other sites (referred to as "off-page factors").
Although SEO is a simple and relatively easy-to-use way of improving your website ranking, which helps your customers find your website easier, there is also possibility of abuse. This can at the end of the day lead to being excluded from the search engines listings. Therefore it is crucial to know the difference between techniques that search engines recommend as part of good design (so called “White Hat” SEO) and those techniques that search engines do not approve of and attempt to minimize the effect of (referred to as “Black Hat” SEO or spamdexing).
Another interesting fact to know is that search engines change their search criteria daily. There are usually very subtle changes an average web site owner does not have to track. Their purpose is to prevent spamdexing or at least make it as difficult as possible.
Now let’s take a look at the most common techniques of search engine optimisation.
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1. White Hat SEO
There are 8 main components which determine your ranking on search engines:
1. Site Quality and Content
Create useful and comprehensive content that's related to your market to keep your visitors there. Adding keyword-rich text that makes sense and serves the concept of the web page improves your ranking and keeps your visitors interested. The more text, the better for search engine spiders when they index a website, it is strongly recommended that your homepage has at least 200-300 “visible” words. Moreover, the search engine spiders crawl especially the first 20 words of your website so try to keep an eye on them and make them really relevant to what your site is about.
In addition, valuable, dense and regularly updated content is one of the most important items you need for your website because visitors who stay longer while visiting a website help measure the popularity of the site in the search engines. Therefore try to put at your homepage such elements, content of which you will change regularly, e. g. news, events, recent articles etc.
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2. Site Title
It is the most powerful SEO technique you have, so use it creatively! When search engine results are displayed the title is the first thing people see.
Thus each page should have a different <title> with 2 or 3 of your keyword phrases at the beginning. The title should explain in a few short words (your keywords) the intent of the page. Don't put your company name first - place your keywords first and if you feel you absolutely must have the company name in the title add it second.
Despite its importance, rather do not overdo it with the length of the <title> tag; 50-80 characters including spaces should be appropriate. And do not just list your keywords, because you then risk being considered as spamming. Rather try to remain as close to a readable sentence as possible. You also should make the title enticing, so that the viewers of search engines listings will also click to see your website.
Below the <title> is a <description> which will be generally the first sentence on at page. The Description Meta tag is also fairly important. Your description should also have 2 or 3 of your keyword phrases at the beginning as so should your first sentence. Just like the <title> tag, reflect the content and try to keep there no more than 250 characters including spaces. Change the words around enough so that you can hit various typings of your keywords.
You should have a different title, description and first sentence on each page. You many also want to try shorter titles with only one keyword or keyword phrase as this will raise you keyword relevance. Also you can consider putting your domain name at the very end of the title.
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3. Meta Tags
Although many people incorrectly rely on them when performing SEO, META tags have decreased in importance recently, but are still worth using for clarity and search results. Their initial purpose was to help search engines find out important information about your page that they might have had difficulty determining otherwise.
The Keyword tag is now the least important but is still used by some engines. As you never know when the rules of the search engines will change, or a new engine will want them, so take the time to include these tags in all your web pages. We recommend you do not overdo it with meta tags as well; your Keyword Meta should not exceed 1024 characters including spaces.
If your site especially interesting for a specific geographic location be sure to include the actual location in your keyword meta.
When performing SEO, you should always use the same keywords which also appear in the copy of your page, title tag, meta description etc. Any keyword phrases which are used in your meta tags only, will not have enough prominence to help your listings for that phrase.
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4. Good Navigation
Having good navigation is important to the indexing of your web pages. There is nothing worse than arriving at a website and having difficulty understanding where to go for the information you are seeking. Have easy to use, clearly marked navigation so your visitors click through instead of click-away in frustration.
5. Right Keywords
Use your keywords both low and high on the web page, keywords should be in the first sentence and in the last one. Keep in mind that for the target audience to find a site on the search engines, the page must contain keyword phrases that match the phrases the target audience is typing into search queries. The first step before starting your SEO (and PPC campaigns as well) is to make the best keywords list possible. It is a fundamental step that will have a strong impact on your campaign success. Avoid expensive general keywords: you will certainly get a high rate of impressions, but not necessarily high conversion sales. Focus on specific key phrases that will get more highly targeted people to your site.
I would advise you to apply the following methodology to choose the right words:
1) Organize a brainstorming with your co-workers, business partners, friends and relatives to find keywords relevant to your business. Focus on the needs of your target audience, what they would type in when looking for your products.
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2) Try to make a list of 100 keywords minimum. Providing that you barely reach this goal, do use search term suggestion tool (such as www.inventory.overture.com or www.wordtracker.info). Yahoo! Search Marketing (formerly Overture) also comes with a keyword suggestion tool, available to Yahoo! Search Marketing advertisers only.
3) Don’t forget dashes, apostrophes, spelling variations, plural versions and paste tense. Your potential customers will not search a keyword in the same way. For instance: website, web site, web-site.
4) Check out your competitors’ webpages for ideas. View the source HTML code and take a look at keywords in their meta tags. They could be a good tip for yours!
5) When you are combining your SEO with PPC advertising campaigns, it is very helpful to use tracking results from Google Adwords or Yahoo! Search Marketing to revalue your keyword list. Try to put emphasis on those which gain the highest number of clicks in your PPC campaigns.
6. Site Popularity
As determined by the number, quality and type of linked pages, most search engines don't even consider web sites if there is not at least one or two links pointing to the web site. Links from other popular websites back to your website are one way of increasing your site's popularity. Finding websites with similar content (but not your competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your site popularity.
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7. In-site Cross Linking
Get all of your web pages indexed by the search engines by implementing your sitemap. Your web pages should be no more than three clicks away from the home page. On every page you should link back to your home page and your main service(s) or product (s).
8. Web Site Design
This is also important, if you want to get indexed! Text content should outweigh the HTML content. The pages should validate and be usable in all of today's leading edge browsers. Stay away from Frames, Flash, Javascript, Image Maps, and Dynamic URLs, search engines dislike them all a lot.
One prudent tool to use is the “alt” attribute of pictures on your site. You simply describe the pictures and this description can include your keywords. It is essential not to put more than 2-3 keywords to one picture.
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2. Black Hat SEO
Bad search engine optimisation techniques can get you blacklisted from a search engine. Some techniques that are considered spam are cloaking, invisible text, tiny text, identical pages, doorway pages, refresh tags, link farms, filling comment tags with keyword phrases only, keyword phrases in the author tag, keyword density to high, mirror pages and mirror sites.
While these techniques might work to give you a higher ranking for short time in the long run they will hurt you.
Therefore we recommend you rather avoid the following:
•
Doing anything to trick the search engines. If what you are doing is not listed as one of the previous “white hat SEO” the search engines will likely view it as spam and penalize you.
•
List keywords anywhere except in your keywords meta tag. It is thus not usual to name keywords alone without any other “sentence stuffing”. Search engines know this and will consider you spamdexing.
•
Use the same color text on your page as the page's background color. This has been used by some people to stuff their web pages with keywords, which is not a clear practice. Search engines are able to detect this and view it as spam.
•
Use the same tag more than once on the same web page, e. g. using more than one title tag.
•
Use any keywords in your keywords meta tag that do not relate to the content of your website
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3. Pay per Click Advertising Campaigns
1. How to Create the Ad and Description of Your Campaigns
Now it’s time to create your successful ad (for Google) or keywords description (for Yahoo!). Their role is to generate more traffic on your web site; therefore they must attract people’s attention. You have to push people to take an action by clicking on them. Consequently I would advise you to emphasize the advantages of your product and its benefits for your customers.
You must be concise, accurate and clear for you have restricted space. Be careful, characters include spaces as well.
Here is the structure of ads in Google Adwords: Headline (max.25 characters) Description line 1 (max. 35 characters) Description line 2 (max. 35 characters) Display URL (max. 35 characters) Destination URL (max. 1024 characters)
Dublin City Apartments Self-catering apartments in Dublin. From €22 pps. Short and long stay. www.stayDublin.com
Here is the structure of a description in Yahoo!: Title (maximum 40 characters), Description (maximum 190 characters) Destination URL (maximum 1024 characters)
Buying House in Ireland? Save money and avoid exchange rate risks with large currency... www.hifx.co.uk
Before starting to write your ad and your description, just have a look on these useful tips:
Get inside the customer’s head. What are your customers looking for? What do they expect? If you just wonder how to get inside the mind of your customers, help them fulfil their needs and create successful commercial relationships, this series could be useful to you: Sales People are from Mars, Buyers are from Venus. As you have limited text space, avoid terms like “a”, “the”, “of”, “at”…
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Use words like “new”, “free”, “limited offer”, “discount” to attract clickers. Avoid superlatives like “the best product...”, “the most wonderful …” or “the top of…” It is too basic and not pertinent. Always include your exact keywords in the title of your ad. If searchers see the keywords they entered in the title of the ad, they will likely click on it.
2. How to Run Your Campaign with Google Adwords
1. Google Adwords Fundamentals
Launched in 1998, the Google Adwords Program is now the leader in the pay-per-click search engine industry.
How did Google manage to beat its competitors Yahoo, MSN, AltaVista…? By implementing a completely new search engine system. Contrary to its competitors, Google doesn’t list ads by only considering your bid or Cost-Per-Click (CPC). Google also checks if your clickthrough rate (CTR) is high:
Number of clicks your ad received CTR = Number of times your ad is shown (impressions) 1 High CTR = 20 1 Low CTR = 2000 = 0.05 % = 5.50 %
It means that with traditional pay-per-click search engines, you have to bid more than your competitors if you want to get ranked first. With Google, you also have to get a higher CTR as your position is determined by multiplying your CTR by your CPC:
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Position = CTR × CPC
In few words, it doesn’t matter how often your ad appears and how much you pay. The key thing is that people have to click on your ad. Therefore your key phrase or keywords have to be relevant to the search. If your keywords achieve at least 1.5 % CTR, it means that they are relevant.
Other Google Adwords fundamentals you need to know to run your campaign successfully:
Only the top 8 ads are shown on the first page You must achieve at least a 0.5% CRT to maintain your campaign active.
2. Create Your Account and Your Campaign
Now it is time to create your new campaign. Go to www.adwords.google.com and start the following steps:
1) Click the “click to begin” button and sign up the form for the “Standard Edition”. Choose your target language and location.
2) Enter the ad you created by following the instructions page 2. Before entering your URL destination address, be aware that you can send them to whichever page (i.e. the thank you page that comes after an order or other form is submitted). Your home page may not necessarily be the best one for all your ads.
3) Enter the keywords list that you have created with page 1. If you have not found enough keywords feel free to use the keyword suggestion tool, by entering your keyword and click “Search”. Use the advanced option “Match types” to apply specific formats on your keywords as explained page 2.
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Notice, that with Google Adwords, you have the possibility to format your keywords with the four types of keyword matching options:
Broad matching: for example => marketing consultant. Your ad appears each time users search on these keywords, whatever the order or the other search terms. Phrase matching: for example => “marketing consultant”. Your ad appears if the keywords are all present in the right order, regardless of other search terms. Exact matching: for example => [marketing consultant]. Your ad only appears if the keywords are all present in the right order. Negative matching: for example => - manufacturing marketing consultant. Your ad appears if the word “manufacturing “does not appear in the search query.
By using these matching options, you should be able to produce well-targeted results. Google also gives you the possibility to block your ads showing for searches conducted by people from certain countries or people who speak a certain language.
4) Decide on your daily budget. Choose the budget which fits to your resources.
5) Place your bid as well. Your bid price is your maximum bid price, which means you will not necessarily pay that all the time. You will only pay 1 cent more that the competitor under you.
Google will suggest you a bid amount, however it is not compulsory to follow up their suggestion. Just place the bid that you can afford. To find the most relevant bid, use the traffic estimator by clicking “Estimate Search Traffic”: it will give you some idea on the amount of clicks you can expect per day, the position of your ads among the others and how much you will be spending:
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Keywords / Max CPC / Minimum Bid [?] Predicted Status [?] Search Volume [?] Estimated Avg. CPC [?] Estimated Ad Positions [?] Tax planning €0.21 Minimum bid: €0.04 Active €0.11 - €0.21 4-6
I would recommend you to place higher bids at the beginning. That will help you to generate traffic on your website rapidly and therefore to figure out which ads work and which ones don’t.
6) Enter your email address and your password. Afterwards you will be sent a validation email. Log into your new Google account. You just have to enter your credit card details and your campaign will be running!
7) If you wish to add a new campaign, log into your Google account and click “Create New Campaign”. Then you will just have to follow the steps that we have just detailed below.
The good strategy is to run two ads against one another. After few weeks, delete the one with the lower CTR and write a new one to replace it. Google will automatically alternate your ads according to their CTR.
To create a new ad, just click the link “Create a new ad” on the right of your existing ad. Enter your new ad, and then click “Save new ad”. Google will alternate your different ads throughout the day.
Warning: to keep your account active, your CTR must reach at least 0.5%.
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3. How to Track Your Google Adwords Campaign
TRACK YOUR KEYWORDS
Providing that your keywords fall below the 0.5% CTR for the first 1000 impressions, they will get disabled. That is the main reason why you need to track your keywords performance and modify them regularly. Remember, change your words around, use new keywords matching options, try out different capitalization and spelling variations, use singular or plural versions as well as different punctuation…
You can track your keywords performance with the reports Google will send you. It is you who decides if you want to receive a daily, weekly or monthly report.
Campaign Ad Group Keyword Keyword Matching Keyword Status Keyword Min CPC Current Maximum CPC Newsletter Signup Newsletter Signup Newsletter Signup Newsletter business development ireland Newsletter Signup Newsletter business newsletter Broad Active €0.09 €0.31 default URL 2 0 0.0% €0.00 €0.00 3.0 Broad Active €0.05 €0.31 default URL 10 0 0.0% €0.00 €0.00 2.1 Newsletter Total - content targeting Newsletter best marketing Broad Active €0.09 €0.31 default URL 5 0 0.0% €0.00 €0.00 2.8 Content Keyword Destination URL 144,117 26 0.0% €0.15 €3.79 3.3 Impressions Clicks CTR Avg CPC Cost Avg Position
Google can also create your personalized report in only five minutes. Click on the tab “Report“ => “Create a report now”. You can create a report to track the performance of your keywords, text ad, image ad, URL, ad group, campaign and account.
In order to save money, you can delete the keywords that do not convert into sales from your list.
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To finish, don’t be obsessed by getting the first position. The first position enables you to get more clicks, but not necessarily to get a high conversion sale. Why? Because clickers who aim at purchasing something will take time to look down the page. In contrast users who just want to take a quick tour will click on the first ad.
TRACK YOUR AD
Remember that your goal is to get as many clicks as possible so that you get a good position among other ads and drive the cost of each click down on the same time.
Making tiny changes to your ad can have a strong impact on your CTR. Keep changing your ads around regularly. After few weeks, you will be able to detect your performing keywords. Use them to rework on your ads. Your ad should include your best keywords. On the same way, if you detect bad keywords, delete them from your ad. Remember, Google gives two lines of description following your title. Try to switch these two lines, which could make a big difference.
Google gives you a separate CTR and CPC for each ad. So you can track their results separately: What Buyers Really Want Is often different to what You Sell So what's the secret to Success? http://www.3r.ie/ Sales and Marketing Ideas Free Bulletin Every Month, with Articles to help you Grow Business http://www.3r.ie/
10 Clicks | 0.40% CTR | €0.21 CPC Served - 9.1% [more info] Edit - Delete
49 Clicks | 3,4% CTR | €0.24 CPC Served - 71.4% [more info] Edit - Delete
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TRACK YOUR CONVERSION SALES
Google has a built-in "conversion tracking" tool that's linked to AdWords. You put their code in the "success" page on your site and along with your CTR statistics, Google will give the % of visitors who opt in or buy in your weekly, monthly or daily report.
3. How to Run Your Campaign with Yahoo! Search Marketing
Yahoo! Search Marketing (formerly Overture) is one of the most expensive, and competitive pay per click search engine. If you are serious about generating targeted traffic to your site, but less bothered about minimum (or maximum!) bid amounts etc. then you should consider signing-up with Yahoo! Search Marketing.
1) First of all, go to http://searchmarketing.yahoo.com and sign up for the “Sponsored Search”. To start on your own, without assistance and fees, sign up for the Self Serve plan.
2) Before establishing your account, select your country and click “Continue”.
3) Now enter the 40 best keywords that you found in the box on the left of the page. With Yahoo! you have the possibility to re-organize your keywords by category, which is very useful (Categories are names you assign to groups of keywords that are similar in a particular way, i.e., product type). You can use the keyword suggestion tool if you couldn’t find enough keywords. You just have to enter your keyword in the keyword selection tool and click “Get Keywords”. To add one of these keywords, simply click the tick box next to the keyword and it will automatically be added. Use the Keyword Assistant as well to select the most performing keywords:
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Monthly Search Volume=number of searches the keyword received across Yahoo network in the last month. Estimated Clicks =estimate of how many clicks you can expect to get over a month using a standard click-through rate of 5%.
Some search terms may have slightly lot of searches; nevertheless it doesn’t mean that you will get numerous clicks and high conversion sales. As I explained before it is better to have keywords which specifically target your customers. General search terms might not ensure you good return on investment. Always repeat the keyword in both the title and description to improve your chances of a click.
4) Write the description for your keywords as explained page two. You have the choice between writing the same description for all your keywords and separating each description for each keyword. Read once again the tips that I gave page one to write your description and be careful that the URL you submit links to the specific page on your site that most directly relates to the corresponding keyword.
5) Bid on each of your keywords. Keep in mind that with Yahoo! your position will depend on how much you bid. The higher you bid, the best position you will get. Before starting to bid, have a look on the top five maximum bids. That will be useful to determine your own maximum bid (you will only pay 1 cent more that the competitor under you).
To get the higher positions, you have to maximize your bids.
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6) Decide on your daily budget. Experiment with different daily budget amounts by entering currency figures and pressing the Calculate Estimates button to update the estimates.
If you want to increase your traffic, consider increasing both your max bids and your budget, because only increasing your budget doesn't necessarily increase the number of impressions you'll get.
7) Sign up the form and enter your credit card details.
8) After finishing this, you will be sent a validation e-mail. To finish, just complete the survey submitted by Yahoo! Now your campaign is on the way for success!
4. How to Run Your Campaign with MSN.com The most recent major search engine is MSN Search, owned by Microsoft, which previously relied on others for its search engine listings. In 2004 it debuted a beta version of its own results, powered by its own web crawler. In early 2005 it started showing its own results live. This was a huge development for many webmasters, who seek inclusion in the major search engines. In 2006, Microsoft started migration to a new search platform - Windows Live Search.
The procedure is quite similar to the above-mentioned Google Adwords or Yahoo! Search Marketing. Advertising on Live Search starts with signing up for an adCenter account. Once you have done this, you can set up your campaigns using the following four steps:
1. Create a Campaign Name your campaign and set targets and tracking preferences.
2. Build Your Ad Compose your ad, provide the links (URLs) for your ad, and even customize your ad so you can dynamically insert text.
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3. Create Your Keyword List Use tools to research keywords that could help your campaign and also upload keywords in bulk if you already have campaigns on other search engines.
4. Set Your Budget, Place Bids, and Submit Decide how much you want to spend on your campaign and any target you may have applied. Then submit your order. Microsoft adCenter is a robust advertising platform that you will use to build your search campaigns. Once you have an account, you will be provided with the tools, reports, and guidelines you need to build search ads seen by Live Search users.
Microsoft adCenter features include targeting based on: ? ? ? Geographic location Gender Day part and day of week
An interesting issue is that you can import your ads and keywords lists from Google Adwords and Yahoo! Search Marketing which can save you much time.
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5. Conclusion 68% of all searches in the world are made on either Google or Yahoo!
Getting a good ranking in Google, Yahoo! and recently in MSN.com as well can have a strong effect on your business! Google 35.11% ............................112 Million Yahoo 32.79% .............................105 Million MSN 12.00% .................................39 Million AOL 9.00% .................................... 29 Million AltaVista 1.74% ............................... 6 Million Lycos 1.57% ..................................... 5 Million Total 99.72% ................................ 321 Million Source - Wordtracker A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. A few hours spent ensuring that the correct search phrases are targeted can save months of useless optimisation. Make sure that your most performing keywords appear on the pages of your website, especially on the homepage. If you change the content of your website, don’t forget to keep your best keywords. Netscape 1.10% ................................ 4 Million LookSmart 0.59% ............................. 2 Million AllTheWeb 0.21% ............................ 1 Million Hotbot 0.10% ....................Less than 1 Million Open Directory 0.01% ......Less than 1 Million FindWhat 0.0028% ..........Less than 1 Million
An essential part of your testing is having a method in place that allows you to track your return on money invested. Keep in mind that like any successful marketing strategy, it is vital to ensure that you know whom your audience is and how to reach them
Identify the search phrases that have been untapped by your competitors. Some search terms may have slightly fewer searches, but may have dramatically fewer competitors. Many, many search terms are so saturated by competitors that it would be highly unlikely that you would achieve a high enough ranking to reward your efforts. Therefore, it is
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often worthwhile considering those search phrases that may not have quite the same level searches each month, but likewise do not have as many websites targeting that term.
4. Final Conclusion
Believe it or not, basic SEO is all about common sense and simplicity. The purpose of search engine is to make a website as search engine friendly as possible. It’s really not that difficult. Basic SEO doesn’t require specialized knowledge of algorithms, programming and taxonomy but it does require a basic understanding of how search engines work.
Create good content and do your homework when hiring for services. Using affordable search engine marketing services will add to your audience exposure on the web. In this way you will always be ahead of the game and hopefully, ahead of your competitors.
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doc_221777386.pdf
with Google Adwords........................................ 14 How to Run Your Campaign with Yahoo! Search Marketing ... will generate more traffic than all of your other Internet Marketing
---------------Your Search Engine Guide---------------
How to Combine Your SEO with Pay per Click Advertising Campaigns
Charlotte Du Limbert Simona Antosikova
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Table of Contents
1. 2. 1.
Introduction................................................................................................................. 3 Search Engine Optimisation: How to Get a Good Position on the Internet?.............. 4 White Hat SEO ....................................................................................................... 6 1. 2. 3. 4. 5. 6. 7. 8. 2. Site Quality and Content ..................................................................................... 6 Site Title.............................................................................................................. 7 Meta Tags............................................................................................................ 8 Good Navigation................................................................................................. 9 Right Keywords .................................................................................................. 9 Site Popularity................................................................................................... 10 In-site Cross Linking......................................................................................... 11 Web Site Design ............................................................................................... 11 Black Hat SEO...................................................................................................... 12 Pay per Click Advertising Campaigns ...................................................................... 13 1. 2. 3. 4. 5. How to Create the Ad and Description of Your Campaigns ............................ 13 How to Run Your Campaign with Google Adwords........................................ 14 How to Run Your Campaign with Yahoo! Search Marketing.......................... 20 How to Run Your Campaign with MSN.com.................................................. 22 Conclusion ........................................................................................................ 24
3.
4.
Final Conclusion ....................................................................................................... 25
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1. Introduction
Getting a top 5 search ranking in Google, Yahoo! and recently in MSN.com as well is the key factor to advertise your product on-line. Optimizing your website will generate more traffic than all of your other Internet Marketing efforts combined. By simply getting traffic coming to your website, you have got more chance of generating more sales.... The best way to have a good position on Internet search engines is to combine your SEO (Search Engine Optimisation) with pay per click advertising campaigns (Google Adwords, Yahoo! Search Marketing or Microsoft AdCenter for MSN.com).
These two most successful techniques for getting ranked high can positively influence each other and implementing them both you will get excellent traffic results.
Read these few pages and you will learn all about SEO and pay-per-click (PPC) campaigns before you waste a lot of money on a campaign that doesn't work. This guide provides essential overview of SEO and it will help you to launch your first on-line advertising campaigns with Google Adwords, Yahoo! Search Marketing (formerly Overture) or Microsoft AdCenter.
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2. Search Engine Optimisation: How to Get a Good Position on the Internet?
So you want your website to be on the first page of every Search Engine? You can influence your search engine visibility by yourself and it is much easier than you expected. The best way to have a good position on Internet search engines is to combine your advertising campaigns (Google Adwords, Yahoo! Search Marketing or Microsoft AdCenter) with SEO (Search Engine Optimisation). Thus, by implementing a good SEO strategy, you can significantly increase both the number and quality of visitors.
SEO means that your Web site is "optimised" for search engine results, meaning that, ideally, your Web site will come up as one of the first 10 sites when people search for keywords pertinent to your business. This is essential to your web site traffic which can then lead to further sales generation.
For example 3R Sales and Marketing managed to dominate the Google listings for more than one month and they did it themselves, without any external help. Here you can read more about how they did it: Does SEO Marketing Really Boost Sales?
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In general, SEO has two main areas: 1. changes to a site's code (referred to as "on-page factors") 2. getting links from other sites (referred to as "off-page factors").
Although SEO is a simple and relatively easy-to-use way of improving your website ranking, which helps your customers find your website easier, there is also possibility of abuse. This can at the end of the day lead to being excluded from the search engines listings. Therefore it is crucial to know the difference between techniques that search engines recommend as part of good design (so called “White Hat” SEO) and those techniques that search engines do not approve of and attempt to minimize the effect of (referred to as “Black Hat” SEO or spamdexing).
Another interesting fact to know is that search engines change their search criteria daily. There are usually very subtle changes an average web site owner does not have to track. Their purpose is to prevent spamdexing or at least make it as difficult as possible.
Now let’s take a look at the most common techniques of search engine optimisation.
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1. White Hat SEO
There are 8 main components which determine your ranking on search engines:
1. Site Quality and Content
Create useful and comprehensive content that's related to your market to keep your visitors there. Adding keyword-rich text that makes sense and serves the concept of the web page improves your ranking and keeps your visitors interested. The more text, the better for search engine spiders when they index a website, it is strongly recommended that your homepage has at least 200-300 “visible” words. Moreover, the search engine spiders crawl especially the first 20 words of your website so try to keep an eye on them and make them really relevant to what your site is about.
In addition, valuable, dense and regularly updated content is one of the most important items you need for your website because visitors who stay longer while visiting a website help measure the popularity of the site in the search engines. Therefore try to put at your homepage such elements, content of which you will change regularly, e. g. news, events, recent articles etc.
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2. Site Title
It is the most powerful SEO technique you have, so use it creatively! When search engine results are displayed the title is the first thing people see.
Thus each page should have a different <title> with 2 or 3 of your keyword phrases at the beginning. The title should explain in a few short words (your keywords) the intent of the page. Don't put your company name first - place your keywords first and if you feel you absolutely must have the company name in the title add it second.
Despite its importance, rather do not overdo it with the length of the <title> tag; 50-80 characters including spaces should be appropriate. And do not just list your keywords, because you then risk being considered as spamming. Rather try to remain as close to a readable sentence as possible. You also should make the title enticing, so that the viewers of search engines listings will also click to see your website.
Below the <title> is a <description> which will be generally the first sentence on at page. The Description Meta tag is also fairly important. Your description should also have 2 or 3 of your keyword phrases at the beginning as so should your first sentence. Just like the <title> tag, reflect the content and try to keep there no more than 250 characters including spaces. Change the words around enough so that you can hit various typings of your keywords.
You should have a different title, description and first sentence on each page. You many also want to try shorter titles with only one keyword or keyword phrase as this will raise you keyword relevance. Also you can consider putting your domain name at the very end of the title.
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3. Meta Tags
Although many people incorrectly rely on them when performing SEO, META tags have decreased in importance recently, but are still worth using for clarity and search results. Their initial purpose was to help search engines find out important information about your page that they might have had difficulty determining otherwise.
The Keyword tag is now the least important but is still used by some engines. As you never know when the rules of the search engines will change, or a new engine will want them, so take the time to include these tags in all your web pages. We recommend you do not overdo it with meta tags as well; your Keyword Meta should not exceed 1024 characters including spaces.
If your site especially interesting for a specific geographic location be sure to include the actual location in your keyword meta.
When performing SEO, you should always use the same keywords which also appear in the copy of your page, title tag, meta description etc. Any keyword phrases which are used in your meta tags only, will not have enough prominence to help your listings for that phrase.
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4. Good Navigation
Having good navigation is important to the indexing of your web pages. There is nothing worse than arriving at a website and having difficulty understanding where to go for the information you are seeking. Have easy to use, clearly marked navigation so your visitors click through instead of click-away in frustration.
5. Right Keywords
Use your keywords both low and high on the web page, keywords should be in the first sentence and in the last one. Keep in mind that for the target audience to find a site on the search engines, the page must contain keyword phrases that match the phrases the target audience is typing into search queries. The first step before starting your SEO (and PPC campaigns as well) is to make the best keywords list possible. It is a fundamental step that will have a strong impact on your campaign success. Avoid expensive general keywords: you will certainly get a high rate of impressions, but not necessarily high conversion sales. Focus on specific key phrases that will get more highly targeted people to your site.
I would advise you to apply the following methodology to choose the right words:
1) Organize a brainstorming with your co-workers, business partners, friends and relatives to find keywords relevant to your business. Focus on the needs of your target audience, what they would type in when looking for your products.
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2) Try to make a list of 100 keywords minimum. Providing that you barely reach this goal, do use search term suggestion tool (such as www.inventory.overture.com or www.wordtracker.info). Yahoo! Search Marketing (formerly Overture) also comes with a keyword suggestion tool, available to Yahoo! Search Marketing advertisers only.
3) Don’t forget dashes, apostrophes, spelling variations, plural versions and paste tense. Your potential customers will not search a keyword in the same way. For instance: website, web site, web-site.
4) Check out your competitors’ webpages for ideas. View the source HTML code and take a look at keywords in their meta tags. They could be a good tip for yours!
5) When you are combining your SEO with PPC advertising campaigns, it is very helpful to use tracking results from Google Adwords or Yahoo! Search Marketing to revalue your keyword list. Try to put emphasis on those which gain the highest number of clicks in your PPC campaigns.
6. Site Popularity
As determined by the number, quality and type of linked pages, most search engines don't even consider web sites if there is not at least one or two links pointing to the web site. Links from other popular websites back to your website are one way of increasing your site's popularity. Finding websites with similar content (but not your competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your site popularity.
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7. In-site Cross Linking
Get all of your web pages indexed by the search engines by implementing your sitemap. Your web pages should be no more than three clicks away from the home page. On every page you should link back to your home page and your main service(s) or product (s).
8. Web Site Design
This is also important, if you want to get indexed! Text content should outweigh the HTML content. The pages should validate and be usable in all of today's leading edge browsers. Stay away from Frames, Flash, Javascript, Image Maps, and Dynamic URLs, search engines dislike them all a lot.
One prudent tool to use is the “alt” attribute of pictures on your site. You simply describe the pictures and this description can include your keywords. It is essential not to put more than 2-3 keywords to one picture.
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2. Black Hat SEO
Bad search engine optimisation techniques can get you blacklisted from a search engine. Some techniques that are considered spam are cloaking, invisible text, tiny text, identical pages, doorway pages, refresh tags, link farms, filling comment tags with keyword phrases only, keyword phrases in the author tag, keyword density to high, mirror pages and mirror sites.
While these techniques might work to give you a higher ranking for short time in the long run they will hurt you.
Therefore we recommend you rather avoid the following:
•
Doing anything to trick the search engines. If what you are doing is not listed as one of the previous “white hat SEO” the search engines will likely view it as spam and penalize you.
•
List keywords anywhere except in your keywords meta tag. It is thus not usual to name keywords alone without any other “sentence stuffing”. Search engines know this and will consider you spamdexing.
•
Use the same color text on your page as the page's background color. This has been used by some people to stuff their web pages with keywords, which is not a clear practice. Search engines are able to detect this and view it as spam.
•
Use the same tag more than once on the same web page, e. g. using more than one title tag.
•
Use any keywords in your keywords meta tag that do not relate to the content of your website
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3. Pay per Click Advertising Campaigns
1. How to Create the Ad and Description of Your Campaigns
Now it’s time to create your successful ad (for Google) or keywords description (for Yahoo!). Their role is to generate more traffic on your web site; therefore they must attract people’s attention. You have to push people to take an action by clicking on them. Consequently I would advise you to emphasize the advantages of your product and its benefits for your customers.
You must be concise, accurate and clear for you have restricted space. Be careful, characters include spaces as well.
Here is the structure of ads in Google Adwords: Headline (max.25 characters) Description line 1 (max. 35 characters) Description line 2 (max. 35 characters) Display URL (max. 35 characters) Destination URL (max. 1024 characters)
Dublin City Apartments Self-catering apartments in Dublin. From €22 pps. Short and long stay. www.stayDublin.com
Here is the structure of a description in Yahoo!: Title (maximum 40 characters), Description (maximum 190 characters) Destination URL (maximum 1024 characters)
Buying House in Ireland? Save money and avoid exchange rate risks with large currency... www.hifx.co.uk
Before starting to write your ad and your description, just have a look on these useful tips:
Get inside the customer’s head. What are your customers looking for? What do they expect? If you just wonder how to get inside the mind of your customers, help them fulfil their needs and create successful commercial relationships, this series could be useful to you: Sales People are from Mars, Buyers are from Venus. As you have limited text space, avoid terms like “a”, “the”, “of”, “at”…
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Use words like “new”, “free”, “limited offer”, “discount” to attract clickers. Avoid superlatives like “the best product...”, “the most wonderful …” or “the top of…” It is too basic and not pertinent. Always include your exact keywords in the title of your ad. If searchers see the keywords they entered in the title of the ad, they will likely click on it.
2. How to Run Your Campaign with Google Adwords
1. Google Adwords Fundamentals
Launched in 1998, the Google Adwords Program is now the leader in the pay-per-click search engine industry.
How did Google manage to beat its competitors Yahoo, MSN, AltaVista…? By implementing a completely new search engine system. Contrary to its competitors, Google doesn’t list ads by only considering your bid or Cost-Per-Click (CPC). Google also checks if your clickthrough rate (CTR) is high:
Number of clicks your ad received CTR = Number of times your ad is shown (impressions) 1 High CTR = 20 1 Low CTR = 2000 = 0.05 % = 5.50 %
It means that with traditional pay-per-click search engines, you have to bid more than your competitors if you want to get ranked first. With Google, you also have to get a higher CTR as your position is determined by multiplying your CTR by your CPC:
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Position = CTR × CPC
In few words, it doesn’t matter how often your ad appears and how much you pay. The key thing is that people have to click on your ad. Therefore your key phrase or keywords have to be relevant to the search. If your keywords achieve at least 1.5 % CTR, it means that they are relevant.
Other Google Adwords fundamentals you need to know to run your campaign successfully:
Only the top 8 ads are shown on the first page You must achieve at least a 0.5% CRT to maintain your campaign active.
2. Create Your Account and Your Campaign
Now it is time to create your new campaign. Go to www.adwords.google.com and start the following steps:
1) Click the “click to begin” button and sign up the form for the “Standard Edition”. Choose your target language and location.
2) Enter the ad you created by following the instructions page 2. Before entering your URL destination address, be aware that you can send them to whichever page (i.e. the thank you page that comes after an order or other form is submitted). Your home page may not necessarily be the best one for all your ads.
3) Enter the keywords list that you have created with page 1. If you have not found enough keywords feel free to use the keyword suggestion tool, by entering your keyword and click “Search”. Use the advanced option “Match types” to apply specific formats on your keywords as explained page 2.
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Notice, that with Google Adwords, you have the possibility to format your keywords with the four types of keyword matching options:
Broad matching: for example => marketing consultant. Your ad appears each time users search on these keywords, whatever the order or the other search terms. Phrase matching: for example => “marketing consultant”. Your ad appears if the keywords are all present in the right order, regardless of other search terms. Exact matching: for example => [marketing consultant]. Your ad only appears if the keywords are all present in the right order. Negative matching: for example => - manufacturing marketing consultant. Your ad appears if the word “manufacturing “does not appear in the search query.
By using these matching options, you should be able to produce well-targeted results. Google also gives you the possibility to block your ads showing for searches conducted by people from certain countries or people who speak a certain language.
4) Decide on your daily budget. Choose the budget which fits to your resources.
5) Place your bid as well. Your bid price is your maximum bid price, which means you will not necessarily pay that all the time. You will only pay 1 cent more that the competitor under you.
Google will suggest you a bid amount, however it is not compulsory to follow up their suggestion. Just place the bid that you can afford. To find the most relevant bid, use the traffic estimator by clicking “Estimate Search Traffic”: it will give you some idea on the amount of clicks you can expect per day, the position of your ads among the others and how much you will be spending:
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Keywords / Max CPC / Minimum Bid [?] Predicted Status [?] Search Volume [?] Estimated Avg. CPC [?] Estimated Ad Positions [?] Tax planning €0.21 Minimum bid: €0.04 Active €0.11 - €0.21 4-6
I would recommend you to place higher bids at the beginning. That will help you to generate traffic on your website rapidly and therefore to figure out which ads work and which ones don’t.
6) Enter your email address and your password. Afterwards you will be sent a validation email. Log into your new Google account. You just have to enter your credit card details and your campaign will be running!
7) If you wish to add a new campaign, log into your Google account and click “Create New Campaign”. Then you will just have to follow the steps that we have just detailed below.
The good strategy is to run two ads against one another. After few weeks, delete the one with the lower CTR and write a new one to replace it. Google will automatically alternate your ads according to their CTR.
To create a new ad, just click the link “Create a new ad” on the right of your existing ad. Enter your new ad, and then click “Save new ad”. Google will alternate your different ads throughout the day.
Warning: to keep your account active, your CTR must reach at least 0.5%.
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3. How to Track Your Google Adwords Campaign
TRACK YOUR KEYWORDS
Providing that your keywords fall below the 0.5% CTR for the first 1000 impressions, they will get disabled. That is the main reason why you need to track your keywords performance and modify them regularly. Remember, change your words around, use new keywords matching options, try out different capitalization and spelling variations, use singular or plural versions as well as different punctuation…
You can track your keywords performance with the reports Google will send you. It is you who decides if you want to receive a daily, weekly or monthly report.
Campaign Ad Group Keyword Keyword Matching Keyword Status Keyword Min CPC Current Maximum CPC Newsletter Signup Newsletter Signup Newsletter Signup Newsletter business development ireland Newsletter Signup Newsletter business newsletter Broad Active €0.09 €0.31 default URL 2 0 0.0% €0.00 €0.00 3.0 Broad Active €0.05 €0.31 default URL 10 0 0.0% €0.00 €0.00 2.1 Newsletter Total - content targeting Newsletter best marketing Broad Active €0.09 €0.31 default URL 5 0 0.0% €0.00 €0.00 2.8 Content Keyword Destination URL 144,117 26 0.0% €0.15 €3.79 3.3 Impressions Clicks CTR Avg CPC Cost Avg Position
Google can also create your personalized report in only five minutes. Click on the tab “Report“ => “Create a report now”. You can create a report to track the performance of your keywords, text ad, image ad, URL, ad group, campaign and account.
In order to save money, you can delete the keywords that do not convert into sales from your list.
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To finish, don’t be obsessed by getting the first position. The first position enables you to get more clicks, but not necessarily to get a high conversion sale. Why? Because clickers who aim at purchasing something will take time to look down the page. In contrast users who just want to take a quick tour will click on the first ad.
TRACK YOUR AD
Remember that your goal is to get as many clicks as possible so that you get a good position among other ads and drive the cost of each click down on the same time.
Making tiny changes to your ad can have a strong impact on your CTR. Keep changing your ads around regularly. After few weeks, you will be able to detect your performing keywords. Use them to rework on your ads. Your ad should include your best keywords. On the same way, if you detect bad keywords, delete them from your ad. Remember, Google gives two lines of description following your title. Try to switch these two lines, which could make a big difference.
Google gives you a separate CTR and CPC for each ad. So you can track their results separately: What Buyers Really Want Is often different to what You Sell So what's the secret to Success? http://www.3r.ie/ Sales and Marketing Ideas Free Bulletin Every Month, with Articles to help you Grow Business http://www.3r.ie/
10 Clicks | 0.40% CTR | €0.21 CPC Served - 9.1% [more info] Edit - Delete
49 Clicks | 3,4% CTR | €0.24 CPC Served - 71.4% [more info] Edit - Delete
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TRACK YOUR CONVERSION SALES
Google has a built-in "conversion tracking" tool that's linked to AdWords. You put their code in the "success" page on your site and along with your CTR statistics, Google will give the % of visitors who opt in or buy in your weekly, monthly or daily report.
3. How to Run Your Campaign with Yahoo! Search Marketing
Yahoo! Search Marketing (formerly Overture) is one of the most expensive, and competitive pay per click search engine. If you are serious about generating targeted traffic to your site, but less bothered about minimum (or maximum!) bid amounts etc. then you should consider signing-up with Yahoo! Search Marketing.
1) First of all, go to http://searchmarketing.yahoo.com and sign up for the “Sponsored Search”. To start on your own, without assistance and fees, sign up for the Self Serve plan.
2) Before establishing your account, select your country and click “Continue”.
3) Now enter the 40 best keywords that you found in the box on the left of the page. With Yahoo! you have the possibility to re-organize your keywords by category, which is very useful (Categories are names you assign to groups of keywords that are similar in a particular way, i.e., product type). You can use the keyword suggestion tool if you couldn’t find enough keywords. You just have to enter your keyword in the keyword selection tool and click “Get Keywords”. To add one of these keywords, simply click the tick box next to the keyword and it will automatically be added. Use the Keyword Assistant as well to select the most performing keywords:
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Monthly Search Volume=number of searches the keyword received across Yahoo network in the last month. Estimated Clicks =estimate of how many clicks you can expect to get over a month using a standard click-through rate of 5%.
Some search terms may have slightly lot of searches; nevertheless it doesn’t mean that you will get numerous clicks and high conversion sales. As I explained before it is better to have keywords which specifically target your customers. General search terms might not ensure you good return on investment. Always repeat the keyword in both the title and description to improve your chances of a click.
4) Write the description for your keywords as explained page two. You have the choice between writing the same description for all your keywords and separating each description for each keyword. Read once again the tips that I gave page one to write your description and be careful that the URL you submit links to the specific page on your site that most directly relates to the corresponding keyword.
5) Bid on each of your keywords. Keep in mind that with Yahoo! your position will depend on how much you bid. The higher you bid, the best position you will get. Before starting to bid, have a look on the top five maximum bids. That will be useful to determine your own maximum bid (you will only pay 1 cent more that the competitor under you).
To get the higher positions, you have to maximize your bids.
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6) Decide on your daily budget. Experiment with different daily budget amounts by entering currency figures and pressing the Calculate Estimates button to update the estimates.
If you want to increase your traffic, consider increasing both your max bids and your budget, because only increasing your budget doesn't necessarily increase the number of impressions you'll get.
7) Sign up the form and enter your credit card details.
8) After finishing this, you will be sent a validation e-mail. To finish, just complete the survey submitted by Yahoo! Now your campaign is on the way for success!
4. How to Run Your Campaign with MSN.com The most recent major search engine is MSN Search, owned by Microsoft, which previously relied on others for its search engine listings. In 2004 it debuted a beta version of its own results, powered by its own web crawler. In early 2005 it started showing its own results live. This was a huge development for many webmasters, who seek inclusion in the major search engines. In 2006, Microsoft started migration to a new search platform - Windows Live Search.
The procedure is quite similar to the above-mentioned Google Adwords or Yahoo! Search Marketing. Advertising on Live Search starts with signing up for an adCenter account. Once you have done this, you can set up your campaigns using the following four steps:
1. Create a Campaign Name your campaign and set targets and tracking preferences.
2. Build Your Ad Compose your ad, provide the links (URLs) for your ad, and even customize your ad so you can dynamically insert text.
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3. Create Your Keyword List Use tools to research keywords that could help your campaign and also upload keywords in bulk if you already have campaigns on other search engines.
4. Set Your Budget, Place Bids, and Submit Decide how much you want to spend on your campaign and any target you may have applied. Then submit your order. Microsoft adCenter is a robust advertising platform that you will use to build your search campaigns. Once you have an account, you will be provided with the tools, reports, and guidelines you need to build search ads seen by Live Search users.
Microsoft adCenter features include targeting based on: ? ? ? Geographic location Gender Day part and day of week
An interesting issue is that you can import your ads and keywords lists from Google Adwords and Yahoo! Search Marketing which can save you much time.
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5. Conclusion 68% of all searches in the world are made on either Google or Yahoo!
Getting a good ranking in Google, Yahoo! and recently in MSN.com as well can have a strong effect on your business! Google 35.11% ............................112 Million Yahoo 32.79% .............................105 Million MSN 12.00% .................................39 Million AOL 9.00% .................................... 29 Million AltaVista 1.74% ............................... 6 Million Lycos 1.57% ..................................... 5 Million Total 99.72% ................................ 321 Million Source - Wordtracker A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. A few hours spent ensuring that the correct search phrases are targeted can save months of useless optimisation. Make sure that your most performing keywords appear on the pages of your website, especially on the homepage. If you change the content of your website, don’t forget to keep your best keywords. Netscape 1.10% ................................ 4 Million LookSmart 0.59% ............................. 2 Million AllTheWeb 0.21% ............................ 1 Million Hotbot 0.10% ....................Less than 1 Million Open Directory 0.01% ......Less than 1 Million FindWhat 0.0028% ..........Less than 1 Million
An essential part of your testing is having a method in place that allows you to track your return on money invested. Keep in mind that like any successful marketing strategy, it is vital to ensure that you know whom your audience is and how to reach them
Identify the search phrases that have been untapped by your competitors. Some search terms may have slightly fewer searches, but may have dramatically fewer competitors. Many, many search terms are so saturated by competitors that it would be highly unlikely that you would achieve a high enough ranking to reward your efforts. Therefore, it is
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often worthwhile considering those search phrases that may not have quite the same level searches each month, but likewise do not have as many websites targeting that term.
4. Final Conclusion
Believe it or not, basic SEO is all about common sense and simplicity. The purpose of search engine is to make a website as search engine friendly as possible. It’s really not that difficult. Basic SEO doesn’t require specialized knowledge of algorithms, programming and taxonomy but it does require a basic understanding of how search engines work.
Create good content and do your homework when hiring for services. Using affordable search engine marketing services will add to your audience exposure on the web. In this way you will always be ahead of the game and hopefully, ahead of your competitors.
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