Tuesday, May 6, 2008

What is Pay Per Click (PPC)

Pay Per Click (PPC) is a form of advertising usually found on search engine results and general websites. For PPC’s, the marketer will only pay if a prospect (visitor) actually click on your advertisement. For search engine PPC’s the marketer (you) specifies and bids on a list of keywords. Then, when a prospect surfing the internet searches on any one of those keywords in that list, that activity will trigger your ad in the sponsored listings. When a surfer (a prospect) types in a term, the search engine will display a page that are relevant to that term (keyword).

There are two types of search results:

Organic search results

These are the natural listings that appear through something called SEO (Search Engine Optimization). You do not pay for these listings, instead, you work to build your listing as high in the page results as possible SEO does not happen overnight. SEO happens over time because of a lot of consistent and diligent effort on your part. There are many techniques that you can learn to increase your visibility in the organic listings.

Sponsored search results.

We call these Pay Per Click (PPC). Advertisers (you) can use PPC to drive tons of traffic quickly - if you are willing to pay for it. With PPC, the advertiser (you) will only pay if the surfer (your prospect) clicks on the advertisement (your advertisement). When you see sponsored results on the page (usually the right side of the page in Google), the advertisers are not paying because their ad displayed. The advertiser (you) will only pay if a visitor ‘clicks’ on your link (which will take the visitor to your landing page (or whatever page you have the ad linked to). As an advertiser, you want to bid on as many ‘high converting’ keywords as you can which will trigger click throughs to your site.

What is the Click Through Rate?

Click Through Rate (CTR) is the percentage of people who actually click your ad when it is seen. An ad that is displayed, and seen by a visitor, is called an impression. So when someone types in a key word, and then if your ad is triggered so that it appears in the search engine listings, it will be called an impression. For example, if there are 100 displays (impressions) of your ad, and 4 people actually click on your ad, then your CTR will be 4% (that would be considered a pretty good CTR.

How does ad placement work with PPC for Google and Yahoo (most important Search Engines).

Ad placement typically goes to the highest bidder, in Google and Yahoo it is more complicated. Your ability to secure the position you want in the page ranking depends on a combination of the following. Bid price (how much you are willing to pay). Quality of your advertisement (is it relevant to your landing page?). Quality of your landing page (does it deliver what your advertisement implies and does it follow certain guidelines, e.g. ‘keyword density’). Effectiveness of the ad you write. In other words, do people tend to ‘click’ on your ad when they see it? The search engine likes that, because that is how they make their money.

The good implication:

People who are newer to internet marketing with smaller budgets can actually compete effectively for high positions (listings positions) on the search results. Small players can be rewarded for quality score and size of budget is irrelevant, so write good ads and have high quality content. In order to get a higher CTR means that you have lots of impressions and good placement. Getting lots of that means that you sometimes have to spend more than you would like.

In conclusion, make your focus on High Quality and Relevant advertisements. Make your focus on High Quality and Relevant landing pages. You will find that Google will reward you by lowering the price you have to pay for your bids. Keep in mind that Google manages more than 53% of all internet searches, Yahoo more than 28%, that is a total of 81% of all the total traffic on the internet world wide.

Monday, May 5, 2008

Success In Internet Marketing

Success In Internet Marketing is achieved to a large degree by the
clarity and effectiveness of your goals. Clearly defined goals will
help you chart out your action plan and take you to where you want
to go. A good mentor, accountability partners, a clear focus and a
massive action plan are the key Success ingredients you need to add
to the mix.

1. Identify Your WHY. To become successful in network marketing, you
need to find your deep felt reason for starting your network
marketing business - your WHY. When things get tough it will be
your strong WHY that carries you through to network marketing
success.

2. Establish a Dream List. As part of your network marketing goal
setting process you need to establish a dream list. What are the
goals that excite you? This list should be specific and clear and
you should post pictures of your dreams around your house.

3. Document Your Goals. Only 3% of the population document their
goals and that 3% generate over 90% of the Network Marketing
income. Get your goals onto paper and and review them on a daily
basis, this will help focus your efforts and move you ever closer
to your Network Marketing dreams.

4. Break Your Goals Down. When you have your goal documented imagine
the day you achieve it and start to work backwards through the
steps you need to take to achieve it. Document these steps until
they get back to today as this is going to be your action plan to
Network Marketing success.

5. Get Multiple Accountability Partners. We all need help to achieve
our goals and one of the most important aids are accountability
partners. Pick people who will keep you on your toes and challenge
you to achieve and make sure you review your network marketing
goals with them regularly.

6. Review Your Goals. Review your goals daily once at night and
again in the morning. You want to train your subconscious mind to
understand the steps you need to be doing on a consistent basis to
achieve your dreams and desires.

7. Repeat The Process. Goal setting should be a continual process
not a once a year process. As part of your review look for ways to
stretch yourself and apply more challenging targets and bigger
dreams.

These steps take a little time to put in place but should not take
too long. Establish an effective daily method of operation and
ensure that all your actions are taking you closer to your dreams
and goals. If you are busy working on things that are not going to
help you achieve your goals then review why you are doing them.
Constantly steer your efforts towards your goals and success is
just around the corner.

Sunday, May 4, 2008

Making AdSense work better

1. According to research the best format for an adsense ad is 336x280. This is because this particular format recieves the highest high click through rate. Pretty much everyone is trained to spot 468x60 banners these days and that's one of the reason banner advertising has such a poor conversion rate!

2. You should use blue coloured links on a white background, reason being they're the default colours in html and the most common colours for links on the web. What this means is, the majority of your visitors will be trained to click these links.

3. Always make sure your adverts are "above the fold", this means they can be seen without having to scroll down.

4. Make sure you have a site with lots of content and not a MFA (made for adsense). Google will ban your adsense account if you do.

5. Make sure you block competitor websites and websites that are MFA. Made for adsense websites typically pay pennies per click.

Business opportunity on net - money only after sweat!

The Internet opens six opportunities for your business:

Opportunity 1: Branch Office

Newbies see the Internet as advertising. But a business website is better understood as a branch office, a place of doing business. It's like opening a second office where you can entertain customers, except this office has the lights on and coffee ready 24 hours a day, seven days per week.

People can stop in at their convenience any time they want and browse through your offerings. They'll

· Read the brochures in the rack by the door,

· Pick up a copy of your "Common Questions People Ask About our Business,"

· Solve their own problems with your detailed Troubleshooting Guide,

· Scribble messages on the pad of question forms you've provided,

· Look at detailed information and specs about each product you offer, and, if you have a vending machine in your lobby,

· Make purchases day or night.

What's the monthly rent? Somewhere between $20 to $100 per month for smaller businesses. And the initial build-out of your branch office costs only a few thousand dollars. Sure, you'll need to remodel every year or two to keep it up-to-date. But that's a small price to pay for the new customers your branch office will bring.

Remember, don't think "advertising," think "branch office," and you'll begin to grasp the Internet opportunity.

Opportunity 2: World Market

I'm amazed how many people are blind to the second business opportunity the Internet offers -- a world market. Not too long ago a medium-size mail order executive told me, "The boss insists that we need to prevent people from other countries from ordering on our new site. We just don't do much international business, and it's a pain to ship outside the country." Well this needs to be re-considered when you go online.

A rapidly increasing number of people around the world use the Internet to purchase items they can't find locally. In early 1999, for example, 1.5 million Chinese now are connected to the Internet, along with half a million from India and a quarter million Malaysians. One million in France are now online, and nearly half the population of Sweden. Israel boasts half a

Think about it. The Internet provides a small business in Peoria, Illinois, or Istanbul, Turkey, the opportunity to be a global company, with little expenditure except time given to learning.

On the Internet, geography has ceased to be a barrier. A small business market used to be limited to a one hour drive from its store or office. No more. People now shop a global directory on the Web and let the best site win.

Of course, some products don't lend themselves to a global market. Take pizza, for example. Can you imagine delivery of a flat box containing two-day-old pepperoni with anchovies? Gross! Well, as of today this is feasible too!

A global opportunity awaits you.

Opportunity 3: Direct Sales

A third opportunity is direct sales, jumping the existing distribution chain that ratchets up prices to the end user.

Many online-only businesses are essentially order-taking front offices. Product fulfilment is through manufacturers and distributors who agree to drop-ship directly to the customer. This way the Web retailer doesn't incur expenses for inventory and warehousing. (Nor does he have the ability for superior customer service, but that's another story.)

A really scary development to many manufacturers is the growing temptation to sell directly on the Web and by-pass the complex distribution chain they have built over many years. The manufacturer doesn't want to anger distributors and dealers. But increasingly, competing manufacturers sell direct from the factory and undercut the price to the end user. For many manufacturers, it's a decision to either sell directly or lose marketshare. Agony! What do you do when the Dell Computer equivalent in your industry sells directly over the Web, pulls in $14 million per day in revenue, and grows faster than any other competitor?

Direct retail sales via the Internet is growing exponentially. This is a great opportunity for your business!

Opportunity 4: Networking

Why does a company network its desktop computers? To increase communication, collaboration, and productivity. The Internet networks half the computers in the world!

Think of the possibilities. Now Bern, Switzerland, is closer to Abu Dhabi, United Arab Emirates, than ever before. Small businesses partner with others half a continent away to allow both of them to tackle contracts they could never handle alone. Virtual companies operate from inexpensive offices thousands of miles apart. Talk about opportunities for your business!

But this network aids commerce in other ways, too. You can hyperlink shoppers to products at Amazon.com and earn a referral fee. For a fraction of the cost of other advertising, your online store can acquire new customers by means of an affiliate network. New opportunities abound.

Opportunity 5: Segmented Market

Better yet, this vast network automatically segments the market into demographic units.

Want to market only to those searching for your particular product or service? Purchase a banner ad that pops up only when someone searches on "life insurance" and you've suddenly begun to strike gold. It's even less expensive to position one of your webpages to come up #3 on an Excite search for the phrase "body surfing" or "sand candles."

If you search Deja News (http://www.dejanews.com) for an industry keyword, you'll find e-mail discussion lists and newsgroups populated by just the people you want to reach. Now, be careful to observe established Netiquette, or you'll blow your company's chances for good. But there are your prospects, chatting happily away, a neatly segmented market. Join in the discussion as a fellow learner rather than a salesman, and you'll begin to attract new business. What an opportunity!

Opportunity 6: Competitive Advantage

One of my friends tells of a call from a Japanese businessman a couple of years ago. "Several of us will visit San Francisco next month," said the caller. "Can we arrange a tour of your world headquarters while we're in the area?"

After my friend had replied, as graciously as he could, that San Francisco was a long way from his city, he walked from his home office to the kitchen. "Dear, there's a group of Japanese businessmen who want to visit the world headquarters of our company next month."

His wife's face showed panic. "Are they coming here?" she gasped.

No, they didn't come, but ever after this couple shows off to their friends the room they jokingly call "our company's world headquarters."

What I'm describing is the ability of an Internet-savvy businessperson to be every bit as competitive on the Web as a 20- or 200- or 2,000-employee business. It's harder than it used to be. Large companies now budget tens of millions of dollars for their websites. That's hard to match with a $2,000 to $20,000 small business website. But it's not impossible to do a very credible job, nevertheless. The market is so huge that even a small slice can generate a quite substantial income for a small business. Opportunities are boundless.

But we are years beyond the day when you could slap up a website and expect the world to beat a path to your door. The opportunity is surely here, but it's not a freebie.

Sweat is the next ingredient. I get dozens of calls from people who assume that making money on the Internet is easy. Wrong again! Developing a successful business on the Web is just as hard as building a small business in the local strip mall. Oh, the financial investment is much less. But it requires as much work or more. They say that only 20% of new small businesses will celebrate their fifth anniversary. I'm sure this holds true for the Net, as well. The attrition rate is high partly because people aren't willing to work hard enough to succeed.

Swiftness is the final ingredient. And here is where smaller businesses hold a big advantage. Changing from a strategy that isn't working can take a big company months if not years. It's like turning an ocean liner. But small businesses, like speed boats, can turn quickly and zoom off in a new and promising direction. The environment and business climate on the Web are changing so rapidly that you must be swift footed to stay in business, and be ready to grasp the opportunities as they come. No points are awarded for being late.

The opportunities the Internet opens to your business are huge.

All the best!

Saturday, May 3, 2008

Newspaper journalism - makings of a freelance writer

In this business you have to be ready and alert. You have to keep in touch with people in the industry, you have to make sure your name remains fresh in their minds, you have to keep on plugging away at keeping that contact book up to date, adding to it, and maintaining friendships. This is a business that functions, to an extent, on “who you know” rather than “what you know”, and it doesn’t hurt to keep that in mind. You need to keep up with the people you met throughout your journalism career, whether they are fellow reporters, editors, or the woman who used to empty the rubbish bins at the end of the night.

The fact remains: for a freelance writer, there’s no rush greater than publication. You have to keep at it. Remember that for every query you send to an editor, they probably received one hundred others. You’re up against a lot of competition, but sometimes sheer persistence pays off. Remember, it was the tortoise that won the race: keep chipping away at it, keep on sending in those queries, know that it can only get easier.

A little-known fact for you: in newspaper journalism, excellent writing isn’t the most important quality to have. That’s what sub-editors are there for. I also do it by being persistent. You need a thick skin to be a freelance writer. You spend a lot of time being rejected, being snubbed, and even being ignored. What many editors are looking for are writers who will respond instantly, file copy on time, get the facts right, and get the story. Being always-on call may not be the most relaxing way to live, but it’s one way to make sure that the editor who just commissioned you for one story will come back for more.

To know more read through the archives on this blog page and select what is important to you.