Paid Placement Optimization

What is paid placement? Google's Sponsored Links Yahoo's Sponsored Links What does Paid Placement cost? How well does it work? Why do I need someone to optimize it? Can I do it my self? How do you track our success? What do you cost me?

We will be glad to talk with you and answer questions.

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Google Sponsored (Paid) Ads

Section A shows the PREFERRED POSITION section of Google's "PAID" results.

It takes a combination of bid ($) and ad quality to have your ad appear in this section.

Section B shows the standard AdWords section. A reasonable bid gets your ad in Section B. The better your ad is (quality wise) the more often it may appear. Once the quality is high enough, it will begin appearing in section A.

The image lower-left shows a Google results page with the Google Local section. This is a free section similar to the organic placement sections. There are no Google fees for being in Local.

See Yahoo's page - Learn More...

See Google's Page Layout for Paid Placement

Yahoo uses nearly the same format as Google. This page is showing Yahoo Local, a free service. Google has a similar service. Notice 'Local' pushes most of the free Organic Listings off the page.

Yahoo has a perferred Section 'A' too. Also Section 'B' for weaker performers trying to make it on bid alone.

Paid Placement Costs - Learn More...

Above is a month's graph of the Cost Per Click (CPC) daily charges. You can see the daily charges vary.

At both Yahoo and Google one can set a daily maximum cost. A tentative campaign might have a $10 per day limit for $300± per month. Depending on how competitive the keywords are that could be adequate.

Aggressive campaigns might have a daily limit of several hundreds of dollars. A really nice feature is one can change the limit at any time. Plus if you have set the limit low and are missing clicks Yahoo and Google will send you a notice. So, you never needlessly miss clicks.

We provide optimization for paid placement campaigns on a per hour basis with a $200 setup fee. All of Google and Yahoo's fees are billed by them directly to you.

Know the keywords that work. Learn More...

Bounce Rate

No one KNOWS which keywords are going to work. Everyone guesses when they start and then with good tracking and market data they learn.

One key metric is BOUNCE RATE. This is the measure of people coming into the web site, seeing the page and immediately leaving. If you are paying to get them there, bounce is a bad thing.

Bounce can be caused by several things. A wrong keyword, say 'Ford' and they are looking for the President not the trucks on the Ford truck site. Poor web design can cause problems. If the site can't tell them they have found what they want in seconds, they often leave. The challenge is in figuring out why people leave.

Good stats helps eliminate nonproductive keywords from your paid campaign. That reduces your bounce rate and lowers your per lead cost.

Optimization Saves Money. Learn More...

Paid Placement?

The image shows a typical Google search.

Search position is about being on the first page of the results.

Paid Placement is when you pay Google or Yahoo to put your ad on their page in the right-hand column labeled here as B. 'A' is a special section of the page for perferred ads. In this case 'preferred' means Google or Yahoo like the ad's QUALITY. Meaning it performs well and generates lots of clicks.

Organic Placement or Free Placement - Learn More... Google Paid Placement - Learn More... Yahoo Paid Placement - Learn More... Putting Your Ads on Other Web Sites - Learn More... Which is better Google, Yahoo, MSN or LiveSearch™?

Does it Work?

Simply, yes.

Above is Google's stock chart from 2004 to November 2007. Wall Street is saying it works.

How well will it work for you? It will bring you leads. The cost per lead is a matter of how well you use the tool. We are in business because we do a better job than most at making it cost effective.

We do something most other Optimizers won't do. If we can get you better organic placement, we will advise you when it is possible to shut down paid placement and go with only organic position/placement.

Often for quick results we will start a client off in paid placement. Paid is almost instant. But it can take 3 to 9 months for a new web site to begin to place well in the organic listings. During that time paid placement can provide the new leads you want. When your web site archives good position you can cut back on or discontinue your paid placement campaign.

Why pay for Search Optimization?...Optimizing Web Sites for Good Organic Placement...

Why Hire Us to Optimize?

I think there are two good reasons. One we can train you while we are managing your campaign and optimizing the paid placement and your web site.

Next we keep you well informed on what we are doing, why and the results.

We put effort into staying well informed. As fast as the Internet changes that is no easy task. Things constantly change. Some of those changes impact how your ads place and how your site comes up in searches. Most people running a business simply don't have the time to keep up.

Internet advertising has become highly competitive. Once upon a time, we were all beginners and people new to the Internet could compete. Now the field is littered with experts and full time marketers and a proliferation of Internet geek's. A noobie hasn't a chance.

Do Optimization Yourself?

Simply said, yes. But...

In 2004 $4 billion was spend on placement efforts. As of March 2006 there are an estimated 213 million searches per day being made. Less official sources put the number at 313 million in 2007. Businesses want to capture those searchers.

As of October 2007 there are about 109 million web sites. The number is growing fast.

You are starting out competing against 109 million site owners with more experience than you.

You are entering a market in which billions are being spent to achive good search placement.

So you can do your own paid placement optimization. It may not be the most cost effective choice.

A Good Job?

Performance is what matters. You need an objective means of evaluating our performance. Hard numerical data is what we provide.

We can supply a huge amount of data. It is the data we use to guide our work. It tells you what is being accomplished.

Positioning is all about getting people to your site. But you also want to know how many came and stayed and more importantly sent an email or made a call. We can get you that data too.

Our Web Design and Optimization Fees

If we do it right, nothing... we make you money.

We work by the hour. You can set a monthly not to exceed amount. Also, we will optimize individual pages for a set fee that depends on the page.

$200 per month is a very tentative effort.

During the first month we find out where your site ranks in the major search engines, how much competition you have and what your competition is doing. From there we make recommendations. You decide what you want to do and what results you want see.

Give us a call for more information:

Keywords & Phrases

How does one know which keywords and phrases will produce results?

One does not have to guess. You can look it up. These are approximations. No one has exact information but this is great for comparisons.

Once we are optimizing your site we provide actual hard numbers from your web site.

Return...Next... Does Paid Placement Work?

Context or Content Advertising

I'm sure you have seen banner ads on various web sites you have visited. The image below-left shows two types of banner ads at Digg.com.

Google or Yahoo pay Digg (the site owner) to put these ads on their page. Digg gets paid each time someone clicks on the ad or for each 1,000 impressions. You in turn are paying Google and/or Yahoo.

Ads appearing in this manner are considered context advertising. Sometimes called 'content ads' because they appear within the 'content' of the site. Google and Yahoo make an attempt to fit the ads to the web site, which is the 'context' part. So, a music web site might get ads for MP3 players rather than tires. Their efforts are based on the keywords you select for your ad campaign and what they know about the web site displaying the ads.

You also have control over which web sites your ads appear on. You can prevent your ad from appearing on selected web sites and request they appear on specific sites. There is more information on the Wikipedia.

 

We make banner ads and animations for display in context advertising. We provide full context advertising management.

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Which is Best?

We are biased. We like Google.

If bigger is better then Google is best.

Microsoft's LiveSearch™ is showing possibilities. Yahoo has recently changed top management and is showing new signs of life and creativity. It is going to be hard for them to catch Google.

Our recommendation is to start with Google. Once you have an effective and efficient campaign running on Google then start a Yahoo, MSN or LiveSearch™ campaign using the same information.

I recommend watching LiveSearch™ to see what they develop and how their market share grows or not.

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