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March 2003 Monthly Newsletter :: Anduro Marketing Inc. Generate the Right Kind Of Traffic, Instantly Are potential customers able to find your web site? There are some simple steps you can take to direct the right kind of traffic to your web site right now. Pay-per-click service A quick way to direct traffic to your web site is to establish an account with a Pay-per-Click search engine. Also known as 'bid for location', these search engines sell placement within their search results. Advertisers bid for placement in search results on search words that are relevant to their businesses, and pay the search engine only when a consumer clicks on their listing. For the advertisers, this is a cost effective way to bring targeted customer leads to their sites. Many of the pay-per-click search engines share or sell the top portion of their listings to other search engines, greatly increasing the exposure for businesses bidding for top positions. The search engine that we deal with shares at least the top three positions with Yahoo! and MSN. How does Pay-per-Click work? To buy a Pay-per-Click placement, you bid for a specific keyword. The amount you bid is then deducted from your account every time a user clicks through to your web site via the listing given by the search engine. For example, a customer looking for a realtor types 'realtor Calgary' in a popular search engine. Joe Realtor has an account with a Pay-per-Click search engine to receive high search rankings on this keyword phrase; the customer sees Joe's web site in the top ten search results and clicks on in to Joe's site. Joe pays only for traffic that the search engine delivers. Note that the search terms with the highest traffic are not always the best ones to bid for; ask us for details. What's good about Pay-per-Click? You can bid for any keyword phrase, although popular (high traffic) keywords can be expensive. Bidding wars can occur, especially with the automatic bidding feature that some larger companies use. However it is relatively easy to estimate the cost of a keyword campaign, and we have seen that there are many keywords that can be bid for 10 or 11 cents and bring in very qualified traffic. Strategies to Manage Pay-per-Click:
Targeted Keyword Ads Targeted Keyword Ads appear right on a search engine's results page for specific keyword phrases. These text-based ads stand out among all the other search listings and are linked to your web site. You pay the search engine only when users click on your ad. What's good about Targeted Keyword Ads This service can be established with Google to benefit from the high usage of this most popular search engine. Such ads are also listed under Sponsored Matches on AOL, Earthlink, and Ask Jeeves, which are also popular search engines, and set-up of the ads can be as quick as writing a sentence. However, with Google Adwords it is difficult to estimate the volume of clicks and the amount to budget. In our experience, some successful strategies are to:
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