Zen Of Internet Marketing

Overture, now part of the Yahoo Search Network, was the originator of the use of PPC, or Pay-Per-Click advertising. Overture saw that the internet was quickly maturing into the easiest and most direct system for making purchases and that very quickly online promotion was going to hit astronomical highs.

For an online shopper to go to one web site instead of another, that web site needs to be ranked high. Yahoo put together a service that takes targeted surfers to any specific website,causing increased visitor counts and more sales. Yahoo’s program puts your company’s text link ad directly in front of potential customers as they search the ‘net. Using search terms that describe the item or services they are looking for, Internet users have extremely targeted ads on the same page as their search results. Web advertisers aren’t charged for running their ad until a shopper literally clicks on it, hence the term “Pay-Per-Click”. That click, by the way, can cost as little as a nickle, or as high as a hundred dollars. But it delivers potential customer right to an advertisers online store.

Any company or online web site owner can increase their websites visits using Yahoo’s PPC services. That means that whether you are responsible for a multi-million dollar online ad budget or just recently put-up a 5 page affiliate site, you can start using Yahoo’s PPC services right now. The increases in traffic and visitors that you will get means more people looking at your pages and your product. Even a small percentage of successful sales, combined with a high traffic volume can equate to a considerable amount of money for you.

Reaching a steady, substantial flow of visitors should be the goal of every company-big or small. Both new and return visitors are the life blood of any business that wants a share of the billions being spent online.

While Pay-Per-Click may have begun with Overture, today Yahoo uses quite a few of the same functions as Google’s Pay-Per-Click service, Google Adwords. They are alike in their use of keyword and keyphrase searching to decide which ads will show in the results. When a shopper types in a keyword or keyword phrase to search for a product, the search engine produces the results over several pages. On the right side of the results pages, and often near the top, you will notice the text ads of advertisers that have placed “bids” on specific keywords and keyword phrases.

As an example, you own a wholesale car parts website. You would choose keywords that cause your advertisement show when targeted surfers type words such as Corvette window. Keep in mind that any individual word or phrase can prompt your ad to be shown. You’ll definitely want to stay away from general search terms such as Corvette unless you’re Wal-Mart and have a McDonald’s sized advertising budget.

The higher the bid, the higher the advert will appear on the results pages.

Generally, ads that are seen first are clicked more, however more isn’t always a success. If an advertiser isn’t converting a decent share of clicks into sales, a few high volume search terms can be the cause of a very large bill-very very quickly.

To create and manage a successful PPC campaign requires work. But Pay-Per-Click has taken the pressure off of needing a first or second page “natural” search result, at least right away. Some of the time you would have spent with acquiring content should now be used for discovering keywords with little competition.

Using a wholesale automobile parts website as an example again, we can learn that the general search term tires and wheels brings back 51,200,000 results. It’s far too general of a term. But by getting more specific, for example Corvette tires and wheels Austin Texas, not only are the results cut down by over 90%, but the number of advertisers shrinks as well-lowering the cost per click spectacularly.

Practicing even the most rudimentary keyword homework can lessen the number of yourcompetitors, increase your exposure, cut-down the potentiality for false or blind clicks, and save you a fairly large amount of cash. The solutions you can attain by performing actual examination and investigation will be even more dramatic.

Real research, actual testing of your ads and their click-thru rates and the discovering of hidden “gems”- niche keywords with little competition, may sound arduous and time consuming, but the utilities obtainable today make it easy. Here is one resource for free keyword tools, no-cost software and links to dozens of additional sites with ongoing give-aways and free utilities. And finally, with all the press and buzz surrounding Google these days, why the furtherance of Yahoo’s Search Solutions? I’ve never suggested not using Googles services; still, it’s easy to do what everyone else is doing. But with so much competition for online spending, it is now necessary to try and seperate yourself from your competition. Yahoo/Overture is a perfect place to begin. Companies big and small have used Yahoo! Search since the late 90’s and have thrived.

While Yahoo cannot match the sheer volume of Google searches, that also means a few less competitors and a few cents less per keyword. And it does seem true that when you’re Number Two, you try harder, as Yahoo’s sales team is bending over backwards for your business.

When you add those up, it equals more than just good sense. It equals dollars and good sense.

Jon Heller is the President and CEO of HellerNetWorks, a Small Business Internet Marketing firm based in Palm Springs, Ca. The creator of numerous respected and high traffic Alcoholism, Addictions and Mental Health Support portals, Jon founded and developed SoberRecovery.com and the Treatment-Directory.com, managing them until their sale in early 2006. An award-winning Journalist, Jon has recently returned to writing, while maintaining a small, exclusive client base that he consults on Internet Content, Traffic and Marketing.

- Jon Heller

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Tags: Advertising, Advertising, affiliate, Business, Internet, Internet, link, Links, Marketing, money, PPC, Success, Traffic, visitors, web site, website, writing

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Tags: Advertising, affiliate, Business, Internet, link, Links, Marketing, money, PPC, Success, Traffic, visitors, web site, website, writing

This entry was posted on Wednesday, November 7th, 2007 at 1:11 am and is filed under Advertising, Internet. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.