Internet Marketing News Flash
Price Rise Fuels Online Ad Increase
Online advertising grew 2.5 times as fast as overall U.S.
advertising in the first three quarters of 2004, according
to data released by TNS Media Intelligence/CMR. Online advertising
in the U.S. totaled $5.59 billion for the first three quarters
of this year, ...
Here to Read the Entire Article ...
Google released rules for
advertising on AdWords
Google released its official AdWords policies you must stick
by in order to get your ads accepted into the AdWords program.
Additinaly, your ads must meet the Editorial guidelines as
Here to Read the Google's Content Policy ...
Search Marketing Beyond Google
When most people talk about pay per click (PPC) search engine
advertising, Google and Overture (Yahoo!) take center stage.
But in reality, there are hundreds of smaller "Tier Two"
search engines that offer compelling PPC opportunities.
Here to Read the Entire Article ...
Search Engine Submission Techniques
The orientation guide for
businesses getting started online
Over the years of its existence Google gained a well-deserved
reputation as the top choice for internet users. Providing
a comprehensive coverage of the web and returning searched
queries with great relevancy in less than a second, Google
certainly is the internet’s front door.
Because of the popularity of this search engine, it is critical
to get your website listed in Google and achieve a high ranking
in search results. There are two types of listing you will
find in Google search results: free listings and sponsored
» Free listings
To have your website listed on Google search results for
free you firstly need to submit your website to be indexed
Google is a spider-based search engine that automatically
visits web pages to compile its database. After you submit
your web site, your site will be first stored in a "temporary"
database. Then Google will send a "spider" in a
regular time to "visit" your web site to decide
whether it should be indexed. This process is called Search
However, successful submission does not mean your website
will necessarily rank well for particular terms. Making your
website Google friendly in order to achieve a good ranking
can be done through Search Engine Optimization (which will
be explained later on in this article).
» Sponsored Listings (Google AdWords)
Google also sells sponsored listings through its advertising
program Google AdWords. Those sponsored listings appear on
the top and on the right-hand side of regular search results.
Once you sing up for Google AdWords program at www.google.com/ads,
your listing appears on Google almost instantly and the impact
on your website traffic and sales is practically immediate.
Sponsored listings often represent a great alternative for
new websites or websites having difficulties to get indexed
1. Search Engine Optimization (SEO)
The majority of internet users search information by using
search engines. A query on Google often reveals thousands
or even millions of matching web pages. Therefore, it is difficult
for the user to find your website if it is not listed between
the top 10, maximum 20 search results.
The purpose of search engine optimisation is to make a website’s
content highly relevant in order to get listed on top of search
engine results for free. This can be a quite daunting task
so let’s take a look at some key optimisation guidelines:
1.1 Selecting and Positioning Target Keywords
People search for stuff on the internet by typing certain
words in the search box. Words that are relevant to your website
are your target keywords. Your job is to make sure those target
keywords appear on the crucial locations on your website such
as across your title, meta tags, and body of your web page.
There is a good source of optimisation tips at http://www.dynamicwebsubmission.com/tips.html.
Tip: Your target keywords should include at least two words.
This is simply because lots of websites are relevant for a
single word, for example “flower”.
1.2 Relevant Website Content
Imagine search engine as a library and your website as a
book. The library only wants good quality books to be included
in its collection. The content of your web site is therefore
the most important element for search engines to terminate
if your web site will be listed and ranked well.
etc, it will be ignored by the search engines because they
can’t read those graphics. Please remember to provide
valuable information not just “good looking” image.
Whenever possible, use HTML text on your web pages that will
make your site more relevant.
1.3 Link Popularity – Google Page Rank
Every major search engine uses link popularity as a part
of their ranking algorithms. Google’s algorithm -- Page
Rank – is a quite complicated mathematical formula that
determines a relevancy of web pages.
Very simply explained, it uses the structure of the links
between web pages to assign a score of the page that reflects
its importance. In effect, each link from one page to another
is counted as a “vote” for the destination page,
and each page’s score depends on the scores of the pages
that link to it. But those pages’ scores, in turn, depend
on the scores of the pages that link to them, and so on.
In conclusion, link popularity of a website is determined
- The number of relevant web sites that are linking to your
- The popularity of those web sites
The higher the relevancy of the website the better is its
listing in the Google results.
From what has been said, it is quite obvious that for brand
new websites it may take about a month before they get listed
and ranked well by Google. As mentioned earlier, paid listing
can provide an excellent solution to cover this “waiting
list” period. Google will set your website live within
few hours and the impact on your site traffic is practically
2. Paid Search Advertising (Pay-Per-Click, PPC)
This unique form of search engine advertising gives your
website an excellent opportunity to achieve guaranteed top
position on the search results. Paid listings are used not
only for websites that are not indexed or waiting to be indexed.
They are (or should be) widely used by marketers in the overall
internet marketing mix when launching new products, targeting
a specific market segment or enhancing sales of a product
that has not been doing well lately.
The introductory to Paid Search Advertising Basics is explained
in details at
Since the launch of Google AdWords in February 2002, Google
has clearly become the main provider of paid search advertising.
Because Google is special in everything it does, let’s
take a look at Google AdWords more closely.
2.1 How Google AdWords work
As mentioned earlier, Google’s sponsored listings appear
on the top and on the right-hand side of regular search results.
The basic concept of PPC bidding is that advertisers bid
for particular search terms (= keywords). The highest bidder
gets his/her advertisement displayed at the top of the sponsored
listings next to Google’s search results. The second
highest bidder gets the next sponsored listing and so on.
However, Google Adwords work differently than most of the
other Pay-Per-Click search engines such as Overture, FindWhat
etc. Google does not simply put the highest bidder’s
advertisement at the top of the list. It also ranks the advertisements
according to their popularity. Therefore, if more people click
on an advertisement it will get higher ranking and better
In conclusion, your ad's position is determined by following
- your daily budget
- maximum cost-per-click
- your ad's actual click through rate
- and your average ad’s position.
From the above, you can not directly control your ad's actual
click through rate and average position. Therefore managing
your keywords on Google AdWords is a big challenge and usually
consumes a great deal of time.
If you do not manage your keyword bids properly, you will
waste your advertising money on Google Adwords. A good way
to get around this is to use automated bid management software
available on the market today. In general, those tools allow
you to control your ads listing based on rules you specify.
When you shop around you will notice that there are very
few tools that support Google AdWords. From those they do,
there is one available for free trial at http://www.keywordbidmaximizer.com/bidmaximizer.
2.2 Pay-per-click copywriting tips on Google
The purpose of your advertising on Google is naturally to
increase your sales. Since you are paying for each visitor
landing on your website you obviously wish to convert them
in paying customers. Please keep in mind that more important
than number of impressions (=clicks) is the conversion rate.
To drive your conversion rate to the maximum it is advised
to pre-qualify the click with a well composed ad copy. Below
are some tips to help you improve your ads:
» Specific and Relevant Keywords
Be specific and relevant to your business and offers. Avoid
general keywords – they generate more ad impressions
but tend to be less relevant. For example, rather than “flower”
consider “birthday roses bouquet”. More targeted
keywords attract more qualified buyers.
Also, your can increase your ad exposure – without
sacrificing relevance – by adding alternate phrasings,
spelling variations, plurals and singulars, and keywords similar
or related to those on your master keyword list.
» Target geographical segments
Consider using geographic keywords to target a local or regional
audience. If you sell roses in Tokio, replace “roses”
with “roses Tokio”. This way you will avoid any
irrelevant pitches to search users in New York and Sydney.
You can also target your campaign by country and by language
to help focus your message on the audience you wish to serve.
» Target ad delivery with keyword matching
Google offers different keyword matching options to refine
Broad match - displays your ad when all
the words in your keyword appear in the search query. For
example for the keywords “birthday cards” your
ad will be shown if users search for keywords “birthday”
and “cards” in any order, and even if the query
includes other terms.
Phrase match - displays your ad when all
the words in your keyword appear in the same order, for example
“birthday cards”. Your ad will also be shown with
other terms in the query like “birthday cards for girls”
but will not be shown if users search for “cards for
Exact match - displays your ad when all
the words in your keyword appear in the same order, and without
any other terms in the query.
Negative keywords – excludes searches
for which your ad would be irrelevant. For example, if your
keyword is “birthday cards” and your negative
keyword is “-girls”, your ad will not be shown
if users search for “birthday cards for girls”.
» Choose carefully landing pages
If users are interested in your offer they click on your
ad. It is your job to send them to a relevant destination
page to find out more about your product or service. When
tailoring your ads to a specific audience, be sure that the
destination page on your site fits the goal of the campaign.
3. Optimization Versus Paid Advertising
Paid search advertising offers companies an excellent solution
to drive traffic to their websites almost immediately. From
the short term approach, pay per click presents a smart way
to cover a gap between campaign launch and achieving desired
rankings results. The long term approach suggests pay per
click as an alternative in situations when a website shows
a poor performance in the search results in general. However,
once you stop paying for the positions, the traffic stops.
Search engine optimization is a fundamental part of internet
marketing mix. It requires constant updating and continuous
attention of the website content for solid, long-term effective
Therefore, if you use paid search advertising and search
engine optimisation together as an integrated strategy, you
have an excellent chance to reach the greatest number of online
How-To ... Tips, Tricks and Expert
Q: Why my position is not showing up on
Google Adwords or why the 'Current Position' is blank when
I'm doing a look up in Dynamic Bid Maximizer™?
A: Because Google Adwords works in an unique,
different way (as always) then other PPC engines we need to
consider two issues:
1. How many times your ads to be shown (This is also called
2. What position your ads will be listed (Current Position
and Average Position).
In Google Adwords your ads position's are determined by many
factors including : Daily Budget, MaxCPC, CTR(click-thru-rate).
In most cases, Daily Budget controls your Impression Rate(how
many time to be shown) and MaxCPC controls your position.
That means your ads are NOT showing every time.
There is a system in Google Adwords that constantly monitors
for wide range of factors to estimate your "suggested
budget" which is the amount required to allow your ads
to be shown everytime people do a search on any keywords (within
the campaign) without overdelivering the budget.
- This Suggested Budget calculated using the following factors:
- Number of Impression of every keyword in the Campaign,
depends on how they are targeted
(broad, phrase or exact)
- Applies a moderate CTR (about 2%) to come up with how
many estimated clicks
- Calculates your spending using Max CPC for each keyword
- The system will calculate how much budget do you need
for your ads to be showing up everytime
based on the information above. This suggested budget varies
from time to time depends on
If your actual Daily Budget is lower than Google's Suggested
Budget, your ads will not appear every time. The more Daily
Budget you give to your campaign, the more often(or chance)
your ads will appear.
For example: a search term "flower" may be searched
50,000 times(Impression) a day, if there are 20 advertisers
are bidding on the same keyword, these 20 advertisers will
sharing the "pool" of 50,000 impressions. Depends
on your Daily Budget and Max CPC, your ads may only show 1,000
times(your Impression Rate is 2%) during 24 hours. That means
your ads will not show up during other 49,000 searches. That
was the reason why your ads are not showing when you are searching
on Google. If you want to increase your Impression Rate, you
need to increase your Daily Budget or Max CPC.