Building eCommerce

By Terry Leslie

Internet marketing tools are available in almost the same abundance as internet marketing opportunities. Some tools are highly effective, saving you time and money and many costly errors. Some internet marketing tools are completely worthless, costing you time and money and increasing your margin for error. Managing the promotion of your website really isn’t practically completed by hand. There are plenty of highly developed and effective internet marketing tools readily available for your use that will do nothing less help you grab a strong footing in the internet marketing industry and start raking in profits earlier than ever.

Pay per click advertising is one of the most effective forms of website promotion out there today. If you want to get ahead, you need pay per click. However, without tracking your keywords, their impact on your profits, and their effectiveness you really aren’t getting much more than a guided tour through the web.

Pay per click advertising is based on a simple concept. You, as the entrepreneur, bid on how much you want to pay for every user that click on your website after using keywords to do an internet search. This bidding process leaves room for anyone who can afford it to be ranked number one. The higher your bid and the more relevant your keywords are, the closer to the first listing you will find yourself on any given results page. Every time someone uses a search engine and then clicks on the link that takes them to your web page, the higher your cost for participating becomes.

Not all pay per click advertising is worth the time and money that you have to invest. Without tracking it yourself, it can be hard to determine which keywords and key phrases are likely to be strong representatives and which are just going to get lost under the shuffle. If you sell cat toys and you use the keyword cat or toys chances are pretty good you won’t be able to find your own web page listing. They are too broad and they offer too much room for error. Who says the user isn’t looking for a toy cat? You have to be selective and make sure only your most specific phrases in order to justify the expense of pay per click.

You have to learn to manage your costs quickly or you will find that one simple error in judgment leaves you scraping together grocery money next week. Find your most comfortable ceiling and adjust your cost per click accordingly/ This way you aren’t wasting valuable money on poor keywords. Each search engine is going to be a little different. You can’t expect identical results, and quite frankly you shouldn’t be using identical keywords or key phrases throughout the search engines. By determining your tolerance for maximum cost, you can build up over a period of months with useful keywords and key phrases.

Each search engine has its own policies, its own conversion ratio, and its own bidding procedure. You may very well end up dealing with each search engine differently. Keeping track of how you utilize each search engine is part of using effective management tools for your business.

It is vital that you pay attention to bid gaps when using search engine pay per click methods of building your online business. Bid gaps simply indicate that there is a pretty wide margin between your bid and the next highest bidder. If you choose to fill the gap, you eliminate or reduce the chances of someone else coming along and grabbing a slot higher than you. By taking up the bid gap, you can end up being fairly confident about where on the results page that you are going to end up. You don’t have to be number one in order to achieve your business goals. However, you shouldn’t be any lower than number five or six and you absolutely must be on the first page. Very few people ever bother with the second results page and beyond.

Avoid the temptation to over bid, especially while you are learning how to manage your pay per click advertising. If you are bidding too high, there won’t be anything left in the account to use other forms of internet marketing tools. Learning to use pay per click effectively can lead to a very profitable business. Skipping the learning curve can lead you to financial problems and strain.

About The Author

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By Frank Rumbauskas

AdWords is a wonderful way to bring highly targeted traffic to your website but many people fail to reach their true potential with it. In all honesty, maximizing profit with Google AdWords is a science.

Here are 4 tips on conducting a successful AdWords Campaign:

1.) Understand how AdWords works

Most people cannot even make their television remote work properly. Why? Because most people do not take the time to read the instructions. The same is true in the internet marketing world. Before beginning your AdWords adventure, you should take the time to learn everything you possibly can about the system. There are others who have used the system with great success so we know that AdWords is a viable way to generate high quality traffic. No system is going to work if you do not learn how to make it work for you.

2.) Understand keyword types

There are 4 keyword types that can be used with AdWords, and each will affect how your ad is triggered:

Broad Match - example: dog racing((This type of keyword is entered using no quotation marks or brackets. When a user conducts a search that contains either word, your ad will be triggered. This type of match is not always as effective as you might like it to be and can attract the wrong type of traffic.( Phrase Match - example: “dog racing”((Using quotation marks when entering your keywords will narrow the field a bit. Now, only searches that contain the words “dog racing” in that order will activate your ad.

Exact Match - example: [dog racing]((If you enter your keyword with brackets surrounding them, a user must type the exact phrase into the search box. This type of match will allow you to narrow the focus of your campaign and your ad will only be triggered by an exact match.

3.) Relevancy

To get your ad placed as high as possible while enjoying the lowest cost, the copy for each of your keywords must be strictly relevant. Put your keyword in the headline and in the body of your ad.

If you do not do this then your ad will be in a much lower position and the cost will be significantly higher.

4.) Landing Page

Believe it or not, AdWords places a good amount of weight on the quality of your landing pages. Google believes that your landing page must be true to your AdWords copy. If you are advertising a free product, e-book, or report then there must be an open download link on your landing page. If you are using the word free in your ad and lead your visitors to a squeeze page where they must provide their name and email address in exchange for your freebie, Google will penalize you.

The best advice here NEVER use the word “free” unless there is an open download link on your page.

The tips described here are just a few of many that will help your AdWords campaign be successful. Learn as much as you can about the system and make it work for you.

About The Author

Frank Rumbauskas is a New York Times bestselling author and a Google-Certified AdWords Professional. He has created several highly successful businesses using AdWords alone. Click here to download 10 chapters of Frank’s powerful Google AdWords system.