The Truth About Pay Per Click Marketing

Written by Barry Harrison


Continued from page 1

Most PPC Search Engines let you set your own limits forrepparttar cost of each click-thru, as well as a monthly maximum. Start with a small list of targeted keywords and a few different ads. Then build on those that work best. Of course you can’t control what your competitors are willing to bid so choosingrepparttar 121034 right keywords for your specific audience is essential.

Just because you can bid high enough for a top position doesn't mean you should. A #1 spot may be less cost- effective than lower positions due to "compulsive clickers" who start atrepparttar 121035 top ofrepparttar 121036 links and click their way down.

Some PPC engines sharerepparttar 121037 top 3 listings with their partners so you’ll gain more exposure by bidding high enough for 3rd position or better. But don’t get in a bidding war for your keywords. If they’re too competitive, do some research and modify them so you don’t pay more than necessary.

EXPERIMENT-- AND MONITOR YOUR RESULTS

Try different messages and keywords to see what works best. One advantage of PPC programs is that they trackrepparttar 121038 Click through rate for each ad so you can identify and remove ads that aren’t working.

You can also use unique tracking URLs for each ad to identify how many of your customers clicked through to your site from your ad. Then you can calculate which ads and keywords convertedrepparttar 121039 most clicks to sales.

CONCLUSION

Pay-per-Click marketing is an effective method of driving traffic to your site, but that’s really justrepparttar 121040 first step. Once visitors arrive, you need persuasive copy, clear navigation and good design to lead them to takerepparttar 121041 action you want.



Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.

Engaging Web design Effective Internet Marketing Essential Content Management Tools

Visit his site at http://www.resolvedigital.com or mailto:barry@resolvedigital.com


Use PR to Change Your Customers

Written by Rusty Cawley


Continued from page 1

 Whenrepparttar hairnet industry found itself threatened byrepparttar 121033 shorter hairstyles ofrepparttar 121034 1920s, Bernays convinced health officials to require restaurant employees to wear hairnets. He also urged fashion setters and famous artists to write newspaper articles that proclaimedrepparttar 121035 beauty of long, flowing hairstyles.

 When Proctor & Gamble found that it couldn’t get children to use Ivory Soap, Bernays organized national soap-carving contests for kids.

 Whenrepparttar 121036 bacon industry found itself being shut out ofrepparttar 121037 urban American breakfast duringrepparttar 121038 Roaring Twenties, Bernays found doctors to proclaim that a “hearty breakfast” of bacon and eggs is more healthful than a light breakfast of coffee, fruit and toast.

The key, Bernays said, is to get a credible champion to say what you need to have said or to do what you need to have done in order to alterrepparttar 121039 public’s opinion. Bernays would build an event around this champion’s words or actions, thus attracting media attention.

In this way, he would changerepparttar 121040 opinions and behaviors of consumers, and thus growrepparttar 121041 overall market for his clients.

Bernays knew what many CEOs forget: It is always better to own a small share of a growing market than a large share of a shrinking market.

The Bernays Formula for employingrepparttar 121042 news media to change public behavior is simple, but effective: 1.) Use PR to generate an event. 2.) Userepparttar 121043 event to generate news. 3.) Userepparttar 121044 news to change opinion or behavior.

Of course, today’s news media are far more skeptical than they were in Bernays’ day. But they are just as easily manipulated byrepparttar 121045 PR Rainmaker who hasrepparttar 121046 creativity andrepparttar 121047 moxie to put Bernays’ ideas to work.

Don’t believe it?

Studyrepparttar 121048 media machinations ofrepparttar 121049 Clinton White House.

Observerepparttar 121050 techniques of activist groups opposing everything from old-growth forestry to global trade.

Dissectrepparttar 121051 news in national media and look forrepparttar 121052 front groups,repparttar 121053 third-party experts andrepparttar 121054 public events that are used to mold public opinion.

You can apply these same techniques today to grow your business.

The PR Rainmaker knows what Bernays knew: If you want to attract more customers or clients, focus on changing their opinions and behaviors, not on changing your product or service.

Or, as Napoleon told his generals, “Circumstance? I make circumstance.”

Copyright 2003 by W.O. Cawley Jr.

Rusty Cawley is a 20-year veteran journalist who now coaches executives, entrepreneurs and professionals on using the news media to attract customers and to advance ideas. For your free copy of the hot new ebook “PR Rainmaker,” please visit www.prrainmaker.com right now.


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