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(Your Site's Conversion Ratio x Reported Google CPM) / Your Site's Gross Unit Profit
... then you are making a gross profit on sales generated by that advertising!
Goto.com is another powerful pay-per-listing search engine. The trick is to pay for top 1 position, or at least top 1 to 3 positions. Depending on your product, how much gross profit you make out of it, and what your conversion ratio is, you may be able to profit very well with top spot. Why is top spot so important? The partners that Goto.com has have a very wide audience. Goto's top search results reach 75 of all Internet users through their affiliate partner network, which includes America Online, Microsoft Internet Explorer, EarthLink, Lycos, and AltaVista! But these partner sites only show Goto.com's top one to three results for any search. Goto uses bidding model to charge for listing your site. You pay for click throughs, not number of times your ad is shown. How much you pay for a click-through on your listing depends on what target keyword is and how much other webmasters have bid to pay for a click. The more you bid, higher your listing is ranked. You can list your site using multiple titles and descriptions, all targeted for different keywords. So just look for top spot if your gross margin can allow it. The good thing about Goto.com is that they only charge you for a click through, so you only pay when someone clicks on your link. Top spots can cost you anywhere from 0.01 cents to over $4 depending on keyword. Your listing shows up in about 3 days.
It is more effective to have about 20 or more keywords/phrases you are targeting, specific and related to your site, than it is to have just one, so come up with 20 or more very specific and targeted keywords/phrases if you really want to win this game hands down. Because Goto charges you for clicks and not displays/impressions, you can list for as many keywords as possible. Their Power Advertiser Change form at http://www.goto.com/d/about/advertisers/uspowerform.jhtml allows you to easily compose and submit up to 25,000 adverts - we advise you submit for as many keywords as possible that related to your site because you only pay for clicks on those ads. That form also helps you compose ads in right format, especially including appropriate keywords in title and description of ads.
You should ensure that for each ad you create for a particluar keyword or phrase, that keyword or phrase appears in both title and description on that ad. Click through rations can be significantly improved when you have keyword being searched for included in title and description of ad.
Based on your conversion ratio and unit gross margin, you will make a gross profit on all sales generated by your advertising here as long as you bid less than this amount for each click:
Gross Unit Profit * Conversion Ratio
DirectHit/AskJeeves (http://sponsor.directhit.com) also has a paid text ads system similar to Google's. Your link appears alongside their search results for every search topic you sponsor. Your link also appears alongside search results on Web sites that participate in Jeeves Text Sponsorship Network, including MSN, Searchalot, Bomis.com, SuperCyberSearch, and Direct Hit. Your ads appear in a few days and you just need a minimum deposit of $25 to start. You pay for number of times your ad is shown. They use a bidding system to arrive at this payment amount. How much you pay depends on what target keyword is and how much other webmasters have bid to pay for their ads to be shown. Bids start at $5 for every 1,000 times ad is displayed. For most keywords, that is all you will pay.
The trick is to choose very targeted keywords that will trigger your ad. Which means that only very targeted buyers will ever see your ad and your conversion ration will be incredibly high. If your keywords are not well selected, you will end up having your ad showing often but with very few people clicking on it. And because they charge you for ad displays and not click throughs, you will be losing money.
It is more effective to have about 20 or more keywords/phrases you are targeting, specific and related to your site, than it is to have just one, so come up with 20 or more very specific and targeted keywords/phrases if you really want to win this game hands down.
DirectHit allows you to create sponsorships. A sponsorship holds its own keywords and adverts. Each sponsorship has its own statistics that are reported to you. The best strategy to use is to create a separate sponsorship for each keyword and each advert, rather than put all your ads and keywords into one sponsorship. That way, you will easily be able to tell which keywords and ads are doing well and which ones are not so that you can eliminate those that are wasting your money.
You should also ensure that for each ad you create for a particluar keyword or phrase, that keyword or phrase appears in both title and description on that ad. Click through rations can be significantly improved when you have keyword being searched for included in title and description of ad.
Once you start advertising on DirectHit/AskJeeves, DirectHit/AskJeeves will give you reports showing how your ads are doing including CPM, which varies depending on bids. Now, in that AskJeeves report, you will also be told what click throughs you are getting for your ads.
This is how you know when to advertise and when not to advertise with AskJeeves: if reported click through percentage is equal to or higher than:
(Your Site's Conversion Ratio x Reported AskJeeves CPM) / Your Site's Gross Unit Profit
... then you are making a gross profit on sales generated by that advertising.
Well, there you go. A simple way to make sure that you will make gross profits from having your site on page one of related searches on engines that reach over 75 of world's Internet users. It is highly recommended that you do list with pay-for-inclusion engines - it's one of best, most guaranteed way to get traffic fast and profit from it.
David Gikandi (firstname.lastname@example.org), CEO at PositionWeaver.com/AboutWebmasters.com.