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Winning the
Pay-Per-Click Keyword Battle
© 2004 By
Willie Crawford
Any honest ezine publisher will tell you
that email is not as effective as it use to be. It can't be,
just because of all of the spam filters, and deliverability
issues. That makes other parts of your marketing mix more
critical than they use to be. For many online marketers,
pay-per-click search engines have become THE most effective
form of promotion.
There are actually people online, with no product of their
own, who earn over $1000 per day just promoting affiliate
products! They simple bid on targeted keywords at
pay-per-click search engines. They constantly refine their
listings until their click-thru rates are incredibly high.
Many also constantly refine their websites to generate
small, continuous improvements in their conversion rates.
There ARE key strategies to using the pay-per-clicks most
effectively though. One is developing a list of as many
highly-targeted keywords as practical. Another is not to
get into bidding wars that dramatically reduce your
return-on-investment.
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Let's look at the second issue first... the one of bidding
wars. When you come up with a few keywords that you feel are
ideal for your products, and then you notice that the top
bids are incredibly high, that suggests a number of
things...
The people who consistently bid very high for given terms
must be making a profit or they wouldn't be bidding so high
on these terms for very long. So, if you're promoting
similar products you need to figure out what they're doing
that you aren't. There are a number of possibilities
there...
1) They may be promoting a competing product from a website
that has a higher conversion rate than you do. If that's the
case, you may want to consider promoting the competing
product instead of the one you currently promote. If the
product you currently promote is your own, maybe you
want to discover improvements you can make to your website
by studying the competitor's website.
2) They may be promoting competing products that pay a
higher per-sale or per-lead commission. If that's the case,
they can afford to spend more than you can to make a sale.
That's another reason you want to investigate exactly what
your competitors are selling. Maybe you want to start
promoting the competing product offering the higher
commission.
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3) They may be willing to settle for a
lower front-end profit because they're building a list, or
hoping to make most of their return on the back-end.
Whether this is the case or not, you may want to look for
ways to leverage the return you get from your promotional
efforts. One way to do this is to represent affiliate
programs that offer "lifetime commissions."
The approach I take to bidding wars, and that taken by many
top marketers that I consult with, is simply not to get
involved in them. With millions of potential words, or
terms, to describe your product, you simply need to find
other terms to bid on. If you want to bid on the very
competitive terms, bid lower and accept a position lower in
the rankings, realizing that some people do search through
the lower-ranking listings too.
The secret there, is to develop a list of as many keywords
and keyword phrases as possible. This is a never-ending job.
You should always be looking for new expressions and queries
that people, who are looking for your products, use at the
search engines. What will allow you to win that battle is
the fact that you are RELENTLESS. While your competitors
stop developing their list after a little effort, you never
stop!
Persistence and relentlessness allows you to find those
obscure words that people ARE searching on. Then, you can
can bid only the minimum, and still get a steady stream of
highly targeted visitors
The whole key there is to "get inside your visitors' heads."
Think like your potential visitors and ask yourself what
they would actually be typing into a search engine while
looking for your product.
When your potential customer is using a search engine, and
he sees a listing that uses his exact words, that really
jumps out at him! On a conscious and subconscious level,
this really connects with the prospect. Echoing his words
back to him, in your listings, is really something experts
at Neuro-Linguistic Programming, and varying fields of
psychology, have taught for years as an extremely powerful
communication technique.
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There are countless tools for developing your list of
keywords. Most of the top searchengines have suggestion
tools that show you terms their users have searched on
recently. These suggestion tools are a good starting point,
but they're only a beginning. Just because a term is not
listed when you query one of these tools, does not mean that
people aren't searching using that term. So you need to use
these tools ONLY as a
starting point.
Those who spend considerable time refining their
pay-per-click process use numerous tools. Tools that I
personally use include:
- The Overture Suggestion Tool
- The Google Suggestion Tool
- Good Keywords (desktop software)
- AdWord Analyzer
- WordTracker
... and numerous sites devoted to developing keyword lists.
You also need to read the books published by experts in the
field. Books I have read or re-read JUST in the past MONTH
include:
- Google Cash
- The Definitive Guide to Google AdWords
- The Silent Sales Machine Hiding on Ebay
- Success Alert
- The Affiliate Marketers Handbook
... and several others.
I've also listened in on, or participated in, about 10
different tele-seminars on pay-per-clicks in the past month
alone.
Some of the books mentioned above don't at first seem to be
about developing keywords or using pay per clicks. All of
these books DO teach you things about targeting niche
markets in one way or another. They help you to discover
and capitalize on hidden markets. I think of practically
all of them as reference resources.
Winning the pay-per-click, keyword battle is about totally
immersing yourself in the topic. It's about studying all of
the available material on the topic. It about reading the
reference materials mention above over and over again.
Something new will resonate or "jump out at you" each time
that you study these materials. At least that's been my
experience. That's why I often listen to an MP3
recording of a tele-seminar while out jogging or walking
along the beach :-)
Winning the pay-per-clicks, keyword battle is all about:
- Constantly refining and adding to your keywords lists
- Constantly refining your pay-per-clicks listings
- Constantly testing and meticulously tracking
That's all there is to it... that and ONLY sticking with
your
winners.
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ABOUT THE AUTHOR:
Willie Crawford, often referred to as "The King
Of Pay Per
Clicks," has been teaching and studying online
marketing
since late 1996. Find more of his teachings on
pay-per-click
search engines at:
http://MasterThePayPerClicks.com |
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