Essential Guide To Pay-Per-Click Advertising

Which Engines Should You Use?

Following Goto.com's (now known as Overture) phenomenal success
with pay-per-click (PPC) advertising, more than 160 PPC startups
have sprung up.

Out of these 160 PPC engines, only a few may actually have the
search volume to generate a respectable number of clicks for your
site.

Most PPC startups require between $10 to $25 of setup fee which
can be applied to clickthroughs. They offer low minimum bids of
$0.01. But with limited search volumes, they may bring you only a
few clicks each day!

My recommendation is to go for established PPC engines with high
search volumes that can generate higher clickthroughs. The big
boys are Overture (previously known as Goto) at
http://www.overture.com, Sprinks at http://www.sprinks.com,
FindWhat at http://www.findwhat.com.

Overture is the best because they serve over 2 billion search
queries monthly through their partnership with major search
engines such as America Online, Lycos, Altavista, Netscape,
Hotbot and InfoSpace.

You can test the startup PPC engines but commit only the minimum
setup fees. If they generate decent traffic, you can always top
up your account. That way you minimize your risk to only $10 to
$25 per PPC engine. For a list of over 160 PPC engines, see
http://www.payperclicksearchengines.com

How To Find Relevant Keywords?

Since you are paying for each clickthrough on your bid, it makes
good sense to ensure that your keywords are relevant to your
target audience.

One of my favorite tools is Overture's Search Term Suggestion at
http://inventory.overture.com/d/searchinventory/suggestion/

Enter a keyword and it shows the number of times the word was
searched - which indicates its popularity. The more popular the
keyword is, the higher are your clickthroughs. Overture also
generates a list of similar keywords and their search counts in
the previous month.

Overture's tool is one of the best ways for finding good keywords
to bid on. Another alternative is to download Good Keywords at
http://www.softnik.com/products/gkw/index.htm

Enter a keyword into this free software and it will display a
list of relevant search terms and their search counts across
multiple PPC engines.

You can also try JimTools' Keyword Toolkit at
http://jimworld.nu/keywords.html

JimTools can generate a list of related keyword possibilities,
some with search counts, from Goto, Google, Magellan and
WebCrawler.

How Much Do I Bid?

The bigger PPC engines such as Goto and Sprinks require a minimum
bid of $0.05. Startup engines have lesser minimums of $0.01.

How much to bid depends on your return-on-investment (ROI)
calculations.

For example: If you bid $1.00 per visitor, and 1 in every 10
visitors buys your product, your cost-per-sale is $10.00.

So if each sale of your product produces a gross profit of $15,
then your net profit will be $5.00 ($15 gross profit minus $10
cost-per-sale).

Your return-on-investment (ROI), before non-marketing expenses,
is 50.0% ($5.00 net profit / $10 cost-per-sale). Always price
your bids to achieve a positive ROI!

A great tool that you can use to compare bids for a specific
keyword across multiple PPC engines is at
http://www.compareyourclicks.com

To read about how you can maximize your returns from PPC engines,
go to http://internetmarketingfocus.com/article.php?sid=53

You'll learn how to reduce your bids while still maintaining the
same ranking or get a top 3 position for maybe just 1 cent more!

How Do I Track Clicks?

Most of the time, you'll notice that the number of clicks tracked
by yourself is between 15% to 30% more than the clicks the PPC
engine reports.

This is because reputable PPC engines such as Overture have
installed anti-cheating mechanisms that prevent your competitors
from repeatedly clicking on your listings and wasting your bid
fees!

They will count multiple clicks within a specified timeframe from
the same computer as only one clickthrough while your own log
will usually register the multiple clicks.

There was once when I noticed that my log was registering less
clicks than Overture's reports. They were experiencing some bug
which prevented clicks from being properly delivered to the
advertiser's website.

Because I was tracking my clicks, I notified them of the problem
and they credited my account for the bad clicks. Tracking your
clicks give you a more reliable picture of how well your PPC
campaign is performing.

If you have access to your CGI directory, I recommend LnkinLite,
a small yet powerful tracking software that can track clicks to
your site in the background. Get it at
http://www.dtp-aus.com/cgiscript/lnkinlte.shtml

Otherwise you can consider free online trackers at
http://www.hypertracker.com or http://www.linkcounter.com

About the Author

Michael Low is a widely-published marketing consultant. He
provides top-notch press release (PR) services at affordable
rates. Check out his full-range of PR services at
http://www.prbuilder.com/pr.cgi?a003

10 Effective Advertising Tips!

10 Effective Advertising Tips!
by BB Lee (c)2002

(500 words)

Writing a classified ad to sell your product isn't as hard as you might think, if you spend time researching effective copy writing strategies.

Here are a few to try NOW!

1. Never try to sell expensive items from a small classified ad.
Use the two step method. Request the reader visit your site
for free information or email an auto responder address
for more details where you will respond with longer
ad copy to effectively sell your product.

2. Study how other marketers write their sales copy. This is a no brainer. Simply study the ads in newsletters you are subscribed to.
Or surf to a few of the free classified ad sites and study the ads placed there. Don't copy their ads word for word but use them as an effective design to write your own adverts.

3. Advertise in the right Newsletter. That's right. This is basic stuff. Don't place your ad for cooking lessons in a Sports Trivia Newsletter. Or High Tech Ebooks on Java-Scripting in a Romance
Writers Newsletter.

4. Target several appropriate publications. Subscribe to the
publications and study their classified ads for several editions
before placing your ads. Practice writing adverts following their
basic ad writing guidelines.

5. Advertise in more than one publication at a time. Why?
You want to pull in as many interested readers as possible in
order to make sales.

6. Change your ad copy if it's not working. If people read the same old
ad copy in the publication every month they will get bored and
probably ignore your copy. It's human nature to do this.
Freshen up your copy with new headlines, different lengths, new
wording, power words, appropriate humor, details, interesting facts,
testimonials.

7. Key your ads to find out which one's are working. Or simply have
several email addresses or auto responders and calculate which
email address receives the most response to your ads.

8. Keep records of every one who responds to your ads. Follow up
with appropriate messages about your product. Of course give
them the option to opt out of receiving further correspondence.

9. Free Classified Ad Sites are a great way to test your ad
writing skills before placing paid ads in publications online.
Study how other marketers at these sites write their ads.
Respond to their ads to see how they further market their
product. Don't forget to set up a free email account
especially to handle your request.

10. Study offline publications. And, advertisements you receive
by snail-mail to see how they put it all together. This will
help to build your ad writing skills and confidence in your copy writing abilities.

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BB Lee is Editor/Publisher of SmallBizBits Newsletter.
Visit the site at http://www.angelfire.com/zine/smallbiz
Limited Time! New Subscribers Request Your Free Ad!
mailto:smallbiz@angelfire.com

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About the Author

BB Lee is editor/publisher of the home based business newsletter SmallBizBits. And a published writer of articles and non-fiction books.