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
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
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
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 --
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.
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
- 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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19 Ways To Attract Higher Paying
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-
- 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.
- 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
- Be friendly with all those that surround them. Administrative
secretary, receptionist, any of their gatekeepers. Yes,
they will report about you on your behavior.
- 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.
- The higher you go, the more they expect in great service
and additional services outside the scope of what you
provide everyone else.
- 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.
- 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.
- 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.
- 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.
- 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.
- "No" is a test. Don't take anything for granted.
Flexibility and diversity are important in riding out
- Find clients to whom your work is not only valuable,
but essential to their goals.
- Know your worth and stand by it.
- Remove the "under earner" mind set.
- Make it easy for them to work with you. Remove any
hoops or extra steps that take up their time.
- Decide in advance what you're going to do if they don't
accept your higher fee.
- Presentation level needs to be on their level or perceived
to be there.
- Rely more on referrals for this market.
- Be confident and know you can attract them. Feel and
allow the possibility without question -- 100%. Remove
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,
or directly at 703-671-5677.
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