PPC For Dummies - Part Two Of TwoWritten by Scott Van Achte
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Unfortunately there is no way to see what competition is paying, so in most cases it's a bit of a duck hunt in beginning. I suggest starting out with a MAX CPC slightly higher than you would normally, this will give you a slightly higher ranking and increase your chances of accumulating clicks. If your ad performs really well your rank will increase. As you begin to establish a good click through rate (CTR) you can adjust your max CPC to reflect position you wish to obtain. (See part one of this article to find out how Google ranks ads.) Creating your ads for Overture With Overture, writing perfect ad is slightly different than with AdWords. Overture only allows you to create one ad per keyword, so this takes away option of trying out various ads and going with obvious winner, however, basis for creating your initial ad remains virtually same. After you have selected your target market and main keywords, write a specific ad targeting each individual keyword and be sure to include keyword in title or beginning of main body text along with a call to action phrase or something that is sure to draw attention. Remember to check status of your ads on a weekly basis, and tweak as needed. Keep and eye on your click through rate and regularly tweak poorly performing ads Determining your Max Cost Per Click with Overture Deciding how much to spend on Overture is simple. Take a look at what competition is spending, and out bid them. With Overture you should always try to be in top 3 if you wish to have your ad dispersed among partner sites. (Yahoo, Lycos, MSN, etc). If number 1 spot is currently paying 25 cents per click you need only bid 26 cents to grab number 1 spot. If you want number one spot, but are also willing to pay more, you can bid 40 cents, and will only be charged 26 cents. One penny above competition. Keep in mind though, if someone else increases their bid, your actual cost will also increase up to max CPC you have entered. Managing an AdWords or Overture PPC campaign can be confusing at first, but it doesn't take long to get a handle on what works. Creating a highly successful ad first time around with either AdWords or Overture is a rare occurrence, but with a bit of regular maintenance and a well targeted campaign it won't take long to start seeing results.
Scott Van Achte is a Search Engine Optimization Professional and PPC Manager at StepForth Search Engine Placement Inc. Based in Victoria, BC, Canada. You can read more of Scott's articles and those of the StepForth team at http://news.stepforth.com or contact us at http://www.stepforth.com/ Tel - 250-385-1190 Toll Free - 877-385-5526 Fax - 250-385-1198
| | Keyword DensityWritten by Kristy Meghreblian
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you won't get high search engine rankings without right keywords. And remember, if your site has a lot of graphics or Flash animation with little content, we encourage you to consider a redesign. We understand that most site owners who fit into this category have spent a lot of money for these beautiful sites, but what is purpose if they aren't getting high rankings?That being said, here are a few tips on using keyword density to maximize your search engine ranking potential:1. Use our Search Term Suggestion Tool (powered by Overture) to research your keywords. This powerful tool will direct you to most popular keywords for your specific business based on how many times that keyword or keyword phrase is searched for each month. You can then take that information and develop your keyword strategy based on those results.2. Incorporate these keywords or keyword phrases in your meta tags as well as your site content. People often forget that search engines will spider heading meta tags first because they preceed and stand out from your main site content.3. Write keyword-rich content that not only satisfies search engine algorithms but is equally informative for customers visiting your site. This is most difficult part of writing your content - but also most critical.4. Try to write at least 300 words for each page on your site. Again, more content you have better chance you will have to include those all-important keywords you diligently researched and ultimately selected. 5. Too often we see content saturated with too many keywords that, as popular as they may be, just don't relate to site itself. Avoid doing this - it will only irritate potential customers. 6. Web sites should be updated on a regular basis -- don't let them go stale. Add new products/services, update users with new information and tools, do what you can to change your content (keyword-rich content, that is!) and keep users coming back for more.
As Submit Today’s copywriter and editor, Kristy Meghreblian has written online content for many successful companies, including Monster.com. She has successfully combined her excellence in journalism with the delicate art of keyword density as it relates to search engine optimization. As a result, she has helped many Submit Today clients achieve top ranking. Submit Today is a leading search engine optimization, submission and ranking company located in Naples, Florida.
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