"Making Web Promotion Easier..."

Issue: May 2004
Visit us at: http://www.apexpacific.com
Web site Promotion & Internet Marketing Software 
In this issue of Dynamic Internet Marketing Newsletter »

Editor's Note

We start the May issue of Dynamic Internet Marketing Newsletter with an interesting article looking at trends in paid search field. Next, we continue with practical tips for your online business - this time how to attract higher paying customers.

And as usual, we introduce some of the web promotion tools that can help you with your internet marketing activities.

Enjoy the reading and take care!

Internet Marketing News Flash

Google files IPO

Google finally announced their IPO and filed their initial public offering on April 29, 2004. But what will Google's status as a public company mean to the practice of optimizing your website for Google?

Please read the whole article at http://www.webpronews.com/insiderreports/searchinsider/wpn-49-20040503PostIPOSEOOptimizingForAPublicGoogle.html

New shortcuts on Yahoo

Yahoo has rolled out several new search shortcuts, continuing the trend also in play at Google and Ask Jeeves to make ready reference information even easier to find.

More information can be found at http://searchenginewatch.com/searchday/article.php/3343421

Mooter.Com Signs Deal With Overture For Search Ads

Australian search portal, Mooter.com.au, has signed an agreement with Yahoo-owned Overture to provide pay-per-click search engine advertising. Mooter will display the sponsored listings beside their own.


Ujiko.com has launched a Yahoo-powered search engine

Packed with features not regularly found in other search engines, Ujiko.com has launched a Yahoo-powered search engine. Part of the Kartoo metasearch network, Ujiko boasts a crawled database of over 4 billion pages.

For more information please go to http://www.webprowire.com/summaries/767697.html

Paid Search Programs Finally Growing Up

The search industry has come a long way since the days of running poorly targeted banner advertisements on search results pages. Enhanced keyword targeting capabilities and powerful new bidding and ROI analysis tools have raised the value of search as a promotional channel for online -- and increasingly offline -- merchants.

Yet with all of the progress to date, paid search programs are still in their infancy and their rapid evolution continues. Two fundamental changes currently underway are blurring the traditional metrics and definitions that have divided paid listing and paid inclusion programs.

Evolution Toward a Common Metric: ROI

Today's marketers, helped by a variety of sophisticated automated bidding and analysis tools, are becoming increasingly savvy in calculating the performance of their search marketing initiatives. Some of the new technologies that are enabling ever more precise targeting of listings to maximize ROI include:

  • Keyword research: This concept -- long an integral part of search marketing campaigns -- is expanding to include match type flexibility, exact terms, phrases, broad matching, and keyword exclusion features.
  • Geo-targeting: Yahoo! and Google have been hard at work developing local search services allowing marketers to target paid listings based on geographic locations.
  • Day-parting: Campaign management platforms, such as GoToast and Kanoodle, are adding day-parting and scheduling rules to serve up and take down listings based on the time of day.
  • Network targeting: Campaign management services such as MyGeek, expose click-through reporting by destination site, allowing marketers to opt out of Web properties delivering lesser return on their advertising investments.

With these new tools, the metrics search marketers use to measure campaign success are evolving from impression counts and click-through rates to more sophisticated and predictable return on investment methodologies based on cost per click. In fact, some pay-per-click engines already provide advertisers with tools to calculate conversion rates from impressions to orders and ROI using tracking URLs or by inserting scripts on landing and action pages. Overture and Google already go one step further, suggesting forecasted traffic levels and cost estimates for specific keyword combinations, match types and bid amounts.

Together, these forces are causing search marketers to focus less on what ranking they have achieved across the various engines through site optimization, paid inclusion and paid listings, and instead on the amount of qualified traffic generated by a given level of investment. As a result, the distinctions commonly made between the various search-marketing programs in existence today are being superceded by a gradual movement toward a common ROI measurement.

With the ability to calculate ROI across a greater array of campaigns, search marketing is becoming increasingly complicated as advertisers seek the right mix of programs to optimize their return. In response, paid search agencies such as Referencement.com, MarketLeap, Decide Interactive, Quigo and others are stepping in to efficiently aggregate management and reporting of multiple campaigns and, in the process, further obscuring the details of the individual programs themselves.

Optimizing Relevancy and Yield

A second trend that is blurring the definitions traditionally associated with paid inclusion and paid listing programs is being driven by the efforts of search engines to enhance relevancy and maximize yield.

Search engines today are increasingly monitoring impression and click metrics, a practice initiated by AskJeeves DirectHit technology a few years ago, to improve relevancy of organic results by promoting and demoting individual links based on popularity. As demonstrated by the Google AdWord program, integrating popularity parameters to paid content ranking takes search engines one step closer to optimizing relevancy of results, and yield per page.

In addition, search engine crawlers are increasingly leveraging ever-smarter linguistic technology to analyze and categorize page content, improving the relevancy of organic results. Concept and entity extraction, advanced contextual categorization, spelling and stemming adjustments, phrase extraction and stop words recognition are increasingly equally leveraged to optimize targeting of paid content, improving on relevancy and maximizing click through rates.

Search personalization will also affect ranking of organic results, as well as dramatically impact advertisers' control over paid placement. Whether inferred from explicit user profile, implicit past behavior or current application context, a better understanding of user intent will contribute to a better experience and improved click-through rates.

In an increasingly yield-driven context where content targeting gets more sophisticated and matching more scientific, paid listing results could very well be demoted to the extent of overlapping with paid inclusion results, blurring the definitions traditionally associated with these programs.

The Bid for Traffic Model

As emphasis on ROI as the common success metric across all search marketing initiatives increases, and the distinctions that have traditionally defined paid listing and paid inclusion programs continue to blur, these programs will gradually become superceded by a practice I call, "bid for traffic." Ultimately, advertisers will be able to target impressions by dictating an ROI level acceptable to them such as "8% over advertising spend," without the need to understand the unique distinctions and characteristics of the various programs available to search marketers today.

Article By Arnaud Fischer,
March 31, 2004

Arnaud Fischer was an AltaVista product manager from 1999-2001 and currently leads search product planning for Infospace's Search & Directory division.

This article originally appeared in Searchenginewatch.com's daily newsletter SearchDay, at the following URL: http://searchenginewatch.com/searchday/article.php/3327651. "Copyright 2004 Jupitermedia Corporation All Rights Reserved."

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Why to submit your website to search engines with Dynamic Submission v7.0?

The majority of the online traffic (85%) is generated by search engines and therefore it is crucial for your business to get noticed between millions competing webpages on the Net. Search engines are one of the best way for people to find your website. However, to achieve top ranking in search engine searches can be a tough task. You have to not only submit your website to the search engines but make it search engine friendly - optimize.

There are many tools out there but my favourite one is Dynamic Submission v7.0 http://www.apexpacific.com/submission.html?campaign=nsl0504, a smart search engine submission and optimization solution. It is not only user friendly but has following powerful features:

  • Search Engine Submitter: Submitting the web site to 1000+ major search engines.
  • Web Ranking: Checking the web site position on all major search engines and telling how well the web site is ranked.
  • Website Optimizer: Search Engine Optimization SEO tools that will Analyse your web site and making suggestions on how to improve it in order to get higher positions on major search engines
  • Meta Tags Generator: Helping edit, update, insert meta tags to the web site easier even though without any HTML skills.
  • Doorway Page Generator: Helping create specified doorway pages for particular keywords in order to rank higher on search engines. Generates Doorway Page automatically with the keywords you choose and helps to get higher ranking for "Spider" engines
  • Keyword Builder: Helping choose the right keywords related to the web site so as to make sure you are getting high targeted traffic.
  • Web Search for URL Visibility and Link Popularity: Checking the web site URL to see whether it has been indexed by the search engines and also telling how many web sites linked to the web site (Link Popularity)
  • FTP Upload Client: Uploading the web site to your web server directly from Submission v7.0, so that there is no need to purchase any third party FTP program.
  • and much more...!

All these functions work fully automatically so all you have to do is to click few buttons.
You can download a free 30 days trial version at http://www.apexpacific.com/download.html?campaign=nsl0504 and have a test run. You will be thrilled how easy it can be to get on the top and remain there. To get your copy of Dynamic submisson v7.0 please go to http://www.apexpacific.com/order.html?campaign=nsl0504.

Remember, submitting the web site to all Major Search Engines is the most effective way of promoting your website on the Internet.

19 Ways To Attract Higher Paying Clients

Some people have little difficulty attracting and maintaining clients who have higher discretionary funds to spend for solutions. Others can't get to first base. If you are one of those and want clients that can pay more and you currently aren't attracting them, here is a list of 10 barriers that might be interfering.

Higher paying clients are easier to work with, appreciate your work more, pay quicker and are more profitable.

Whenever I am asked by a independent profession how to get a client to pay more money, the first answer tends to be "you can't." It is very difficult to raise your rates with your existing clients. You generally need to find new, higher- paying clients.

    1. Equal stature. People usually take the time to listen to people who are just as important as they are. Are you on their listening level? Dress the way they do, even if you deal with them only over the phone. Speak in their language. Show the same type of authority and posture. Avoid jargon and words they aren't familiar with, yet use ones that they are. Talk across or equal not down or up. Take control of the relationship. This may seem to aggressive, however, this is the way you raise yourself to their equal.
    2. Thoroughly know their challenges and what solutions your service/product provides.If you can't relate to their "world" then they will not let you in. They are proud of their "world" because they made it so.
    3. Be friendly with all those that surround them. Administrative secretary, receptionist, any of their gatekeepers. Yes, they will report about you on your behavior.
    4. The higher the ladder you go, the more likely they will be a visionary. This means they are more concerned about the future and will talk and think in those terms. Visionaries are not price sensitive so don't even place that on your radar screen with them. Know what their visions are, support those visions in any way you can. If you have a product or service that can make their business better, you will have a sale. Remember though, it's their perspective of "better" and not yours.
    5. The higher you go, the more they expect in great service and additional services outside the scope of what you provide everyone else.
    6. ALWAYS keep your promises before an after the sale and they will keep the relationship. Break it once, yes, usually just once and you're history.
    7. Don't brown nose. They smell it a mile away. They will either quickly turn you away or play you for entertainment and then toss you away. Once you get this label you can almost hang it up in their circle unless you fess up to your inappropriate behavior.
    8. They don't have the word "mistake" in their vocabulary. Everything to them is a "learning lesson" and is connected to a price tag. If you are even harboring some person beliefs of making mistakes, they will sense this as fear. And since fear has a special energy/vibration they have keen senses for it.
    9. Their first response to your proposal will always be "how can they do it in house themselves." Expect to be able to demonstrate the specialness and if you can particular show how it can be completed in-house, the more brownie points you earn. The higher your expertise or specialties the less chance they can "create it in house." This is because higher paying clients tend to gravitate to specialists.
    10. The higher the clientele, the better their leveraging skills are. If they can figure out how to leverage it better and cheaper, you will lose. This isn't always true, most times if they have too much on their plate already and don't want to spend their focus time away AND they like you, you can get the sale.
    11. "No" is a test. Don't take anything for granted. Flexibility and diversity are important in riding out the storm.
    12. Find clients to whom your work is not only valuable, but essential to their goals.
    13. Know your worth and stand by it.
    14. Remove the "under earner" mind set.
    15. Make it easy for them to work with you. Remove any hoops or extra steps that take up their time.
    16. Decide in advance what you're going to do if they don't accept your higher fee.
    17. Presentation level needs to be on their level or perceived to be there.
    18. Rely more on referrals for this market.
    19. Be confident and know you can attract them. Feel and allow the possibility without question -- 100%. Remove any doubt.

Article By Catherine Franz

About the Author:
Catherine Franz is a marketing veteran, a Certified Business Coach, CertifiedTeleclass Leader and Trainer, speaker, author, and Master Attraction Practitioner. Business client’s include professional firms, restaurants, retail stores, coaches, employees using writing for advancement, and independent professionals across the globe, i.e., the USA, the United Kingdom, Europe, Australia and New Zealand. For daily marketing tips and electronic newsletters on marketing, Universal Laws of Attraction, and marketing writing/copywriting, visit: http://www.AbundanceCenter.com, catherine@abundancecenter.com or directly at 703-671-5677.

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Resource Center »
Internet Marketing Tools

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Dynamic Internet Marketing Newsletter is published once a month by eDynamicSoft, a division of Apex Pacific Pty Ltd, developer of Dynamic Submission - award winning web promotion software. Each issue covers the latest information and trends in internet marketing and web promotion.

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