The Truth About Pay Per Click Marketing

Written by Barry Harrison


The key to an effective Pay-Per-Click program is drivingrepparttar “right” traffic to your website. Since you pay every time someone clicks through to your site you want to attract only visitors who are interested in your product or service. And you want to be sure that, when they arrive at your site, they can find what they’re looking for— quickly.

CHOOSE THE BEST SEARCH TERMS (KEYWORDS)

Broad keywords (“shoes”) will generate many clicks with little or no benefit. Use specific keywords and phrases that accurately reflect your site. If you offer a product in a particular geographic area includerepparttar 121034 location (“men’s shoes Seattle”). And considerrepparttar 121035 many possible variations (“Italian leather shoes,” “men’s leather shoes,” etc).

For help refining your keywords, try Overture’s Term Suggestion Tool [http://www.content.overture.com/d/USm/adcenter ools/index.jhtml].

WRITE ACCURATE AND RELEVANT AD COPY

The most effective ads communicate a clear message to a specific target audience. Your ad should emphasizerepparttar 121036 unique benefits of your product or service. Use simple, direct language: avoid gimmicks and jargon.

It’s a good idea to includerepparttar 121037 search term in your title and/or description. Users will be able to immediately see its relevance to their search. Overture reports that listings which includerepparttar 121038 search term in bothrepparttar 121039 title and description have a higher click-through rate (more than 50% higher on average).

In Google, ad titles are limited to 25 characters. The two description lines and display URL are limited to 35 characters each-- so you have to be concise.

CONTROL YOUR COST

Use PR to Change Your Customers

Written by Rusty Cawley


When faced with customers who are either ignoring or abandoning their products, CEOs often choose to alter their products to fit demand. This is usually a path to disaster.

Altering a product is expensive and time-consuming, eating away at precious resources and profits. It also damagesrepparttar strength of its brand name, confusingrepparttar 121033 consumer and wideningrepparttar 121034 rift.

The PR Rainmaker understands that there are two ways of doing business. You can compete or you can create.

Most companies compete forrepparttar 121035 same set of customers. In a growing market, this works just fine. The number of available customers is going up and up, so there’s plenty for anyone who is willing to get out there and fight for them.

But what happens when a market refuses to grow? Or worse, what happens when a market actually begins to shrink. Suddenly, you are fighting for fewer and fewer customers. Your pricing power vanishes. So do your profits.

Instead, companies should seek to changerepparttar 121036 customer by creating new behaviors. The best method for this is public relations.

No one understood this better than Edward L. Bernays,repparttar 121037 father of modern PR. Indeed, according to Bernays, it is this principle of changingrepparttar 121038 public instead ofrepparttar 121039 product that separates PR from advertising and marketing.

Whenever hired to sell a product torepparttar 121040 consumer, Bernays always chose to sell a new behavior instead.

He began by quickly analyzingrepparttar 121041 public behavior that prevented his client from thriving. He then determined howrepparttar 121042 public would need to think and to act in order to benefit his client.

Finally, Bernays would selectrepparttar 121043 strategy andrepparttar 121044 tactics that would alter public opinion and consumer behavior to fit his needs.

His methods were indirect, complex and at times inscrutable. They employed front organizations, public demonstrations, letter-writing campaigns, expert testimony and other alliances. But more often than not, they worked:

 Assigned to sell books for Simon & Schuster, Bernays enlisted experts to call for great literature inrepparttar 121045 everyday home, plus he convinced architects to include built-in bookshelves in their home designs.

 Called in to bolsterrepparttar 121046 sagging luggage industry, Bernays persuaded colleges to inform their freshman students aboutrepparttar 121047 wide array of suitcases they would need on campus. He also hired singer Eddie Cantor to pose for magazine photos while packing a large trunk for a coming tour.

Cont'd on page 2 ==>
 
ImproveHomeLife.com © 2005
Terms of Use