Continued from page 1
Advantages to Working with Pay Engines
The pay engines offer many advantages to Web site owners, including:
1. If you have a brand new site with little or no visibility and no link popularity, pay engines are certainly a way to get started fast while you wait for your standard search engine marketing efforts to kick in and take effect.
2. Pay-per-click engines are ideal for holiday promotions, special sales, or to jump start slow engine traffic.
3. With pay engines, you have instant visibility in whichever search engines display those results.
4. You choose your rankings, depending on how deep your pocket book is.
5. If some of your keywords aren't performing, you can choose other ones.
6. You only pay for clicks to your site, so you can target your traffic by keywords you choose.
7. With regular optimization efforts, it's sometimes difficult to achieve top rankings if you're in a highly competitive field. With pay engines, you pay for your rankings, and VOILA! You're there!
8. Purchasing keywords is certainly easier and less time consuming than optimizing your pages.
9. With regular engines, when algorithms (or ranking criteria) change, you can find yourself booted out of your top spot. With pay engines, as long as you're willing to hand out cash, you'll be on top.
10.You can target your audience based on keywords you choose. Most Web sites have multiple target audiences, so pay-per-click keywords are a way to reach each of those target audiences.
11.Pay-per-click is generally less expensive than traditional advertising media.
12.With pay-per-click engines, you don't have to worry about design strategies that could mean death to a Web site otherwise. Is your entire site one huge Flash movie? No problem, if you go through pay engines.
Tips for Boosting Your Chances for Success with Pay Engines
When working with pay engines, it takes practice to achieve a level of success. So, start out slowly, and keep a tight rein on your budget. As you become better at crafting titles and descriptions and choosing highly targeted keywords, you’ll gradually be able to increase your budget, if you choose.
Here are some additional tips:
1. It's not always best to be #1. Many compulsive "clickers" automatically click on #1 result when they have no real interest in buying your products or services.
2. Be sure to include your keyword phrase in title and description you create at pay engines. Take special care in creating a description for your site, since within top three slots, best description gets most traffic, as a general rule.
3.Your keywords must be relevant to content of your pages. Overture is particularly careful about this.
4. Choose very targeted keywords so that you don't pay for needless click throughs. Don’t ever choose a general keyword, because your costs will skyrocket but traffic won’t convert to sales.
5. Spend time researching your keyword choices at Overture's Search Term Suggestion Tool http://inventory.overture.com/d/searchinventory/suggestion/
or my favorite, WordTracker: http://www.wordtracker.com/moreinfo.html
6. Generally, you'll have more success if you purchase 10- 20 keywords as opposed to just a few.
7. Choose a broad range of keywords and bid prices and test waters. Watch your keywords carefully. Non-productive keywords should be eliminated and new, more productive keywords should be purchased instead.
8. For Overture, consider purchasing a "Premium Listing," which means that you hold 1st, 2nd, or 3rd ranking for your keyword phrase. Why? Because engines like AltaVista and Lycos show first listings only.
9. Set up a separate "tracking" page to send your pay engine traffic. In order to show whether or not cost is worth it, you need to be able to track your click throughs and sales. Don't send pay engine traffic to your home page.
10.Write your title and description using “objective” language rather than “subjective.” In other words, don’t say that your product or service is best or #1 (subjective). Rather, list some of benefits of your service that make it unique (objective).
You’ll find many benefits to purchasing keywords through pay-per- click engines, but you need to learn some basic guidelines before you get started. By doing so, you’ll hopefully find more successful when working with pay engines.
Robin Nobles teaches 2-, 3-, and 5-day hands-on search engine marketing workshops thru http://www.searchengineworkshops.com in locations across the globe as well as online courses at http://www.onlinewebtraining.com/. Robin's partner, John Alexander, recently published an e-book titled, “Wordtracker Magic," at http://www.wordtracker-magic.com (which offers great tips for helping you learn how to focus on your target audience.)