Three Cheap and Effective
Ways to Drive Tons of Highly Targeted Traffic to Your
been a long time since I talked about a couple of my favorite Internet
marketing strategies: Pay-Per-Click (PPC) search engines and Affiliate
Programs. These are two of the best tools you can use to bring hordes
of people who are interested in buying your product or service to your
web site -- with little or no risk to your pocketbook.
search engines are great because once you’ve done your homework and
chosen the keywords people will use to find you in the search engines
(I’m going to show you how to do this), it’s easy to attract visitors
who are interested in what you have to offer, often for just a few
Affiliate Programs are one of the best ways to get tons of interested
visitors to your site by having other people do the legwork, promoting
your web site for you. And the best part is that there’s absolutely no
risk to you because you don’t pay a dime unless visitors referred by
your affiliates buy your product or service -- so you don’t pay out
commissions unless you already have cash in hand!
last but not least, after we take a closer look at these strategies, I
want to show you a really cool way to combine these two techniques that
I’d bet my left shoe you’ve never thought of... ;-)
1. Using PPC Search Engines to
Get Cheap Targeted Traffic
many of you may know, I’ve been a strong advocate of PPC search engines
for years. They remain one of the most effective tools you can use to
bring quick, cheap, targeted traffic to your site.
to their name, with pay-per-click search engines you pay a premium
every time a visitor clicks on your link -- anything from a few cents
to a few dollars.
example, let’s say you have a web site that sells woolen mittens. And
you want to rank #1 in the search engines for the term "woolen
get a top-ten position in the free search engines, you’d probably be
looking at a few months (at least) of arduous effort.
in the pay-per-clicks, you can grab the #1 spot in just minutes! That’s
because all you have to do is see how much the person who has the #1
position is paying per click, and simply outbid them by paying one
when your potential customer searches for the term "woolen mittens,"
your link will show up as the first listing on the search results page.
And each time searchers click on your link, you’ll pay however much you
have bid for that #1 position.
your keyword bidding strategy
are three advantages to bidding on keywords in the pay-per-clicks:
- You get effective advertising, because you only pay when
someone actually clicks through to your web site.
- Your listing will get posted within a couple of hours to a
couple of days at the most, meaning you can start profiting from
increased traffic and sales almost immediately.
- In order to rank in the #1 position, all you have to do is
outbid your competitors, which is usually only a matter of a few
pennies per click.
right, pay-per-click advertising can be very profitable; however, you
can lose a lot of money with your PPC advertising if you're not
careful. Here are some tips to help you ensure your campaigns are
- Avoid keywords that are too general. More general keywords
will attract a lot of traffic, driving up the cost of your PPC campaign
and converting few visitors to sales because general search terms are
not specific enough to attract the right audience.
- Ensure that the sales process on your web site is converting
visitors to buyers before you launch a full-scale PPC campaign. You
don't want to be spending money on getting the traffic if your web site
can't produce sales.
- And finally, make sure you calculate how much you can afford
to bid on keywords to guarantee that you still turn a profit.
determine how much you can afford to bid on your keywords, you will
need to understand the value of each visitor to your site. You can do
this by determining the number of sales you will get, the profit you will earn
per sale, and the number of unique visitors your site will receive
during a set period of time. It’s generally easiest to calculate these
numbers on a monthly basis.
are three easy steps that will help you determine the value of each
individual visitor to your site:
- To determine your visitor conversion rate (i.e., the
percentage of visitors who buy from you), calculate:
number of unique visitors ÷ number of sales =
visitor conversion rate
- To calculate your net profit per sale, calculate:
(gross revenue – total expenses) ÷
number of sales = net profit per sale
- To determine the value of each of visitor to your site,
net profit per sale ÷ visitor
conversion rate = individual visitor value
you understand the value of your visitors, you will be able to set your
maximum bid for keywords. For example, you may determine that each
individual visitor to your site is worth 50 cents in pure profit. This
means you can afford to bid a maximum of 49 cents per click to
guarantee that you will generate profits.
value of your visitors may also help you determine which PPC search
engines you will use, as the minimum bid on keywords in some search
engines may be higher than in others.
a pay-per-click search engine to use
is the largest and most far-reaching PPC search engine, but its
popularity has driven up the cost of advertising with the company. The
beauty of bidding on keywords in Overture is that your web site will be
listed not only on Overture, but also at Yahoo!, MSN, AltaVista,
CNN.com, and InfoSpace, provided your bid is in the top three for a
good, cheap PPC search engines worth exploring include Findwhat,
7Search, and Kanoodle.
listed on the first page of Google
Adwords is also an excellent option, though technically it's not really
a pay-per-click search engine. Instead, it's a "pay-per-position"
advertising model that is the only way to get listed on the first page
of Google without fighting your way through the free listings.
Adwords listings show up in colored boxes on the right-hand side of
Google's free search results, giving you tons of great exposure.
Google Adwords, you bid on keywords for placement; however, Google
Adwords also lists ads by popularity (how many clicks they get). You
may be paying for placement, but unless your link receives more
click-throughs than your competition's links, your listing may not
appear in the top spots of the search results.
the keywords that your market is searching for
by checking your web logs to see what keywords your visitors searched
for to arrive at your site (check with your web host if you don’t have
access to these statistics). These will provide a good indication of
what kinds of terms your potential customers think of when they’re
looking for a product or service like yours.
may also want to consider using a service such as WordTracker, which
allows you to easily see which keywords are frequently searched by your
target market in the major search engines -- but are not being used by
you have to do is enter your keyword, and WordTracker will check its
massive database to see how often people are looking for that term, how
many competing sites are using that particular keyword, and how much
they are bidding in the PPC search engines.
tool like this will help you choose excellent keywords to bid on. It
will also allow you to view the bid price of each keyword in separate
PPC search engines, which will help you decide whether the cost of
bidding on the keyword is in your ballpark or not.
example, WordTracker might display the following results for the
keywords "Atkins Diet" in Overture.com:
you can see, if you wanted to be ranked #1 in the search engine results
for the keyword "Atkins Diet" in Overture, you’d need to bid 49 cents. You would also need a
great sales process -- because at over 24,000 clicks in the last 30
days alone, this term would cost you almost $12,000 a month to keep a
top listing at 49 cents a click!
free trial version of WordTracker is available at:
www.marketingtips.com/wordtracker. There is also a much more robust
paid version as well.
let’s shift our focus to an even more powerful tool that I’ve used to
grow my own business, and that I strongly recommend as one of the key
strategies you can use to direct massive amounts of qualified traffic
to your site... without spending a dime up front!
Using Affiliate Programs to Get Loads of Qualified Traffic
Affiliate Program (also referred to as a "Reseller" or "Associate"
Program) is a way to get other people to promote your product or
service. For every customer (not visitor) that your "affiliates" send
to your web site, you pay them a commission.
affiliates send visitors to your web site using banner ads, text links,
letters of referral, etc... and you track these visitors using special
software. For every visitor who decides to buy, you pay your affiliate
a commission -- a percentage of the profits you make.
an extremely powerful, profitable way to grow your business because:
- It’s a win-win
partnership, so enlisting an army of affiliates to promote your product
is extremely easy. Your affiliates get paid when they refer a paying
customer to your web site.
- There are no up-front
advertising costs, because you only pay your affiliates for advertising
that gets you sales. Whether they send 10 visitors a day to your site
or 10,000, you only pay them for the sale of your product or service.
- It’s extremely low-risk. Setting up your own affiliate
program doesn’t cost much at all if you’re prepared to do some work
- You can literally explode your online sales by enlisting an
army of affiliates to promote your product or service for you.
you know your product or service better than anyone else, you’ll
probably have an idea of how you want to promote it. Providing your
affiliates with banners, product images, text links, etc. will allow
them to get started promoting your product or service faster and more
of the best strategies for motivating your affiliates to promote your
product or service is to pay them well for their efforts. If the
commissions you offer aren’t attractive enough, your affiliates just
won’t be motivated.
incentives, such as bonuses for a certain number of sales, will
motivate your best affiliates to actively promote your site, putting in
as much effort as possible to refer sales on your behalf.
up and manage your affiliate program
order to run a successful affiliate program, you need to be able to:
- Create a separate account for each new affiliate
- Track each of their referred sales on each of your products
that they are promoting
- Calculate commissions based on referred sales
few years ago, there was no special software to do all this. It was a
complicated and time-consuming process to track affiliate sales.
today, you can use software to automatically keep track of which
affiliate made which sale and exactly how much you owe each affiliate.
Tracking 10,000 affiliates is just as easy as tracking one!
number of software programs are available to manage your affiliate
program, but you’ll want to check out a few to see how easy they are to
set up and use.
affiliate tracking software like AssocTRAC (www.assoctrac.com) will
cost a few hundred dollars and will give you an easy and functional way
to automate your affiliate program. Remember that cheaper programs may
be appealing at first, but may lack the functionality of tried and
How You Can Combine These Two Strategies for Even BIGGER Profits!
that you’ve had a "refresher course" on the power of PPC search engines
and affiliate programs, I want to show you an extremely effective way
to combine the two strategies and boost the flow of targeted visitors
to your site!
all you do: Encourage your affiliates to try bidding on your keywords
to market your product or service in the PPC search engines.
might think that this would drive up bidding costs, and that you’ll
wind up actually competing for pay-per-click placement against people
who are supposed to be working for you. But the fact is, encouraging
your affiliates to bid on your keywords can help to get you a LOT more
exposure in the search results!
about this: Typically, when searchers enter their search term and your
site appears in the results, your link will be listed alongside links
to other web sites... your competitors' web sites.
imagine you have a handful of affiliates using the same keywords as
you. People enter their search term and your site appears in the
results. But instead of being surrounded by links to your competitors’
sites, you are surrounded by more links to your OWN web site!
using this strategy, you are taking up valuable search engine "real
estate." Picture the search engines as a strip mall, and the web site
links as the storefronts in the mall (also known as real estate). The
more of these storefronts you occupy with your product, the less space
there will be left for your competitors’ product -- and the more likely
it is that a shopper is going to see your product and buy it.
may feel that some keywords should be yours and yours alone -- like
your company name -- and wish to include a clause in the contract
between you and your affiliate, restricting them from using those
keywords. It’s up to you if you want to do this, but note that your
affiliate does not need your permission to bid on your company name
unless you’ve specifically asked them not to.
said, it really doesn't hurt to let your affiliates bid on your company
name in the pay-per-click search engines. Whatever your affiliates are
doing to get qualified traffic to your site can only benefit you.
there’s no need to worry that your affiliates could outbid you, or
drive up the costs of your PPC advertising...
the most important thing to remember about your affiliates is that they
are your teammates or business partners, working with you to market
your product or service. Competing with them for the top spot is
counterproductive, especially since the goal is to occupy as much of
the search engine results page as you can with links to your site.
your affiliates are taking the initiative to advertise on your behalf
in the pay-per-clicks, don’t waste your money outbidding them. Instead,
check to see how much your competitors are bidding on keywords and
spend your time and money keeping ahead of them. Your campaign should
be aimed at outbidding your competition, not your affiliates, for top
placement in the PPC search engine results.
may want to consider actively encouraging your affiliates to try PPC
advertising! If you decide to do this, you might want to provide them
with a few tips and strategies on how they can use the PPCs to their
advantage -- because, in the end, this will be to your advantage, too.
4. Final Thoughts
themselves, both PPC search engines and affiliate programs are hugely
effective ways to draw a paying crowd to your site. They are two of the
most powerful traffic-generation techniques on the Internet today, and
the real beauty of them both is that they will cost you next to
your affiliate program is up and running -- and automated with software
like AssocTRAC -- you won’t have to spend any time or money at all. As
your affiliates promote your products for you, your software tracks
their sales for you, and it makes sure they are only scheduled to be
paid after a sale is made.
one of the smartest marketing strategies you can use.
I feel just as strongly about using pay-per-click search engines --
particularly if you are a small business owner going after a niche
market on the ‘Net. Pay-per-clicks are the fastest way to get your
product in front of your exact target audience so you can see immediate
results. And, by keeping a close eye on your return on investment for
each keyword you bid on, you can ensure that your pay-per-click
campaigns are always enormously profitable.
combining these two powerful strategies to maximize your coverage in
the pay-per-click listings, you can dominate your market space swiftly
and effectively. Having your affiliates join you in the pay-per-clicks
is really only a natural extension of both affiliate programs and PPC
advertising, but it’s a technique that doesn’t get taken advantage of
are lots of online resources to help you get started with your
affiliate program or PPC campaign. One of the best is the "Insider
Secrets to Marketing Your Business on the Internet -- Version 2004"
course, where you’ll find detailed descriptions of how you can profit
with these proven strategies.
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