"Learn how to
flood your site with qualified buyers using the hottest new
pay-per-click search engine strategies and tools... without losing
money on high-priced keywords!"
(PPC) search engines can be a powerful, instant source of qualified
traffic for your web site -- provided you do your homework and invest a
bit of time in managing your campaign.
fact, many web site owners who have mastered keyword targeting and know
the "insider" bidding strategies tell me that over 90% of their traffic
comes straight from the PPC search engines!
in the following article, I'm going to show you the strategies and
tools these folks are using -- so you can duplicate their success.
I'm going to show you hot new targeting options and bid-management
tools being offered by the PPC search engines that you can use to
increase your web site traffic while keeping your bidding costs low.
PPC bidding strategies that will help you get the most "bang" for your
lot of people think the only way to develop a successful pay-per-click
campaign is to get the highest ranking with a popular keyword in the
top two PPC search engines, Overture (www.overture.com) and Google AdWords (www.google.com/ads).
it's true that a top-ranked ad with either of these two industry giants
will guarantee your site a lot of exposure (as long as you're bidding
on keywords that a substantial number of people are searching for).
problem is that you often have to pay more for these #1 spots. And in
the case of the more competitive keywords, this can means bids of $1.50
to $5.00 (or more!) per click.
you want to be successful with the PPC search engines, you need to bid
on keywords that attract clicks from "qualified" buyers (as opposed to
"tire kickers" who will drive your costs up) while keeping your bids as
low as possible.
are some tips that will help you accomplish this:
Figure out what you can afford to bid
might sound obvious, but it needs to be said: Don't bid more than you
can afford! A lot of businesses make this mistake.
you pay for advertising of any sort, calculate the value of a single
visitor to your web site. Once you know what ONE visitor is worth,
you'll know the maximum amount you can afford to pay per click.
"Number One" isn't always best!
don't always need to be ranked #1 for keywords to attract visitors.
Sure, it helps if your ad appears in the top 10 results. But people
click on listings featured on the second and even third page of results
for competitive keywords.
run some tests! Vary your bids so that your listing appears higher and
lower on the page and see what effect the ranking has on your profits.
You may actually find that for more costly keywords, a slightly lower
ranking is more profitable.
Bid on low-cost variations and common misspellings
you will see businesses bidding as much as $5.00 a click for popular
keywords -- while NOBODY is bidding on common misspellings and similar
keywords that cost just pennies per click!
Wordtracker to locate keywords that relate to your
business and are frequently searched by your market, but that none of
your competitors are bidding on.
Bid on highly targeted phrases with less traffic
than bid on a handful of "general" keywords, which tend to be more
expensive because they get the highest number of searches, bid on
dozens -- or even hundreds -- of highly "targeted" keywords, which tend
to be cheap.
example, instead of bidding on "pet supplies," you might bid on "red
dog leash," "oversize dog kennel," and "cat toys with bells."
see better sales conversions on the more targeted keywords because they
attract more qualified buyers. And since no one is bidding on these
keywords, your advertising costs associated with this traffic are
benefit of this strategy is that you can direct these qualified
visitors to a page that gives them exactly what they're looking for. In
the above example, your listing for the keyword, "oversize dog kennel"
could link directly to your dog kennel catalog page, rather than the
home page of your pet supply store.
Bid on keywords in the lesser-known PPC search engines
and Google are the PPC industry leaders, but some of the smaller PPC
search engines are worth checking out as well. The most popular ones
engines won't get you the same exposure you might get with Overture and
Google AdWords, but you can still generate a respectable amount of
traffic with them. And best of all, they're much cheaper!
Create separate ads for each product or service you sell
is an extremely effective strategy, but very few businesses are using
it: Write ads specific to each keyword and phrase you bid on.
example, instead of writing an ad for "sporting goods," write one for
"quality leather soccer balls," another for "discount ladies' tennis
shoes," and so on.
customized ads will attract more attention (and clicks!) from qualified
buyers. And of course, you'll be able to convert more of these visitors
to buyers if you direct them to a page on your site with the exact
product or service they're searching for.
Get listed in relevant specialty PPC search engines
you know that there are specialty PPC search engines that target
different markets -- like brides, pet owners, antique collectors, car
out PayPerClickSearchEngines.com to see if there are
any relevant to YOUR business that might be worth getting listed in.
new ways to target your PPC campaigns (to keep clicks HIGH and costs
PPC search engines are
constantly looking for new ways to improve their services -- and your
results. After all, they WANT you to keep purchasing advertising from
them (not their competitors).
Here's an overview of
some great tools they're offering to help you better target your ads
and keep your campaign costs down:
Keyword Matching Options
(Offered by Overture and Google AdWords)
and Google AdWords both offer options that allow you to fine-tune the
way your keyword is matched to the phrases people type into their
options differ slightly, but here's a rough breakdown:
- Exact match: A listing is triggered by the
exact keyword phrase and nothing else. Example: "fishing rods" will
match "fishing rods" but not "fancy fishing rods."
- Phrase match: A listing is triggered by the
keyword phrase as it is written, though it might be included with other
terms as well. Example: "fishing rods" will match "antique fishing rods
and reels" but not "rods fishing."
- Broad match: A listing is triggered by the
keyword phrase or slight variations of it, even if the words are out of
order or separated by other words. Example: "fishing rods" will match
"Rod's Alaskan Fishing Adventure" and possibly even "Rod's Fish &
WARNING: The Broad Match option can work well
for highly specific queries, such as brand names or serial numbers, but
can result in a lot of poorly targeted click-throughs for general terms
-- especially terms that have more than one meaning, such as "dolly,"
"tackle," or "nails."
- Negative match: When words
identified as "negatives" are typed into the search engine along with
the keyword phrase, the listing will not appear. Example: "fishing rods
–cheap" will match "fishing rods and tackle" but not "cheap fishing
(Offered by Overture, Google AdWords, Kanoodle, Enhance Interactive)
targeting places your PPC listing on web sites where the content
somehow relates to your ad. Obviously, this can be a great way to
increase the exposure of your ad.
if you decide to try contextual targeting, be sure to monitor where
your ads are being placed, because the effectiveness of contextual
targeting can vary widely. Your ads may end up featured on web sites
that have little to do with your advertisement -- and therefore attract
example, a recent USnews.com article about starting a business had a
series of "Hermosa Beach Vacation" Google Ads listed beside it --
because the first person interviewed in the story happened to live in
wasted clicks can quickly drain your bank account if you aren't careful!
(Offered by Overture and Google AdWords)
allows you to choose which countries or geographic regions your ads
appear in. This feature is best suited for businesses that offer local
services or products that are useful only in specific regions.
example, if you're a landscaper who lives in Washington state, you
probably don't want to pay for click-throughs from out-of-area
visitors. After all, Texas-area residents aren't likely to request your
(Offered by Kanoodle)
now, Kanoodle is the only search engine we know that offers this
option. "Day parting" allows you to choose the time of day your ads
will appear in different regions, so they're only available during
"prime viewing times."
example, if your market testing shows that most people click on your
ads to make a purchase in the early evening, you can make sure that
your ads only appear at that time in the different regions where your
potential customers live.
Keyword Research Tools
(Offered by Overture, Google AdWords,
FindWhat,Kanoodle, LookSmart, Enhance Interactive)
most popular keyword phrases are always the most expensive. Keyword
research tools help you find common variations and misspellings of the
more popular keywords so you can keep costs down while still generating
sophisticated keyword research tools let you see how much you need to
bid to achieve a particular ranking (i.e. the #1 spot, the #7 spot,
etc.) prior to finalizing your bid. They may also provide you with
traffic estimates for the different keywords and phrases you bid on.
Multiple Ads for the Same Keyword
(Offered by Google AdWords)
AdWords allows you to "split-test" different ads for the same keyword
so you can see which ad attracts the most paying customers.
can save you a lot of time, and enables you to make sure your ads will
yield the highest possible return on your investment.
(Offered by Overture, Google AdWords,
FindWhat, Kanoodle, LookSmart, and Enhance Interactive)
software is a bid management program that tracks the bidding activity
on your different keywords and automatically adjusts your bidding
amount so that you can maintain your ranking.
more sophisticated bid management programs allow you to "cap" your bids
so that you never spend more than you want.
also eliminate "bid gaps" that occur when the bidder below your listing
drops their bid -- your bid is automatically reduced so that you
maintain your position without spending more per click than necessary.
you haven't tried a PPC search engine campaign yet, I'd recommend doing
it soon. There are still tons of cheap, targeted keywords waiting for
your bids -- but they may not be around much longer.
and more online businesses are realizing that -- done right -- a PPC
campaign can be a fabulous source of cheap, instant, highly qualified
best advice I can give you is this:
- Bid on lots of cheap, targeted keywords and phrases,
including mispellings -- and avoid the expensive general words that
everyone is bidding on.
- Never bid more per click than what a single visitor is worth
to your site
-- it's the best way to make sure your ads remain profitable.
- Get listed in the "other" PPC search engines
-- you may be able to bid on popular terms you can't afford in Overture
and Google AdWords.
- Whenever possible, get ranked in the top 3 listings
in Overture and Google AdWords -- these ads appear on an
extensive network of sites (including Yahoo!, MSN, AltaVista, Excite,
and more!) and can reach up to 80% of all active Internet users, so you
get more bang for your buck!
- Target your ads as much as possible. Write "custom"
ads for each keyword and use the various bid management and
targeting tools offered by the different PPC search engines to reduce
your costs and increase your clicks.
- Design your landing pages so they convert qualified visitors
to buyers. If your ads promise "cat toys with bells," make sure they
actually direct visitors to a page where it's easy for them to buy
I should probably mention that I'm giving away $85 worth of FREE
pay-per-click search engine traffic as a special bonus with my "Insider
Secrets to Marketing Your Business on the Internet" course right now.
if you don't already own a copy, this is a great opportunity to check
it out, get even MORE tips for your PPC search engine campaigns, AND get
$85 worth of free traffic for your web site.
ABOUT THE AUTHOR:
Corey Rudl is the owner of four highly successful online businesses
that attract more than 6 million visitors and generate over $5.2
million each year. He is also the author of the #1 best-selling
Internet Marketing course online.
To check out his site that's JAM-PACKED WITH THE EXACT INFORMATION YOU
NEED to start, build, and grow your very own profitable Internet
I highly recommend visiting his website.
here to visit his website now.
This guy really knows what he's talking about