i need 10 great tips to achieve most effective cost per click web
marketing. brief descriptions are ok

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Clarification of Question by ray_on_the_web-ga on 23 Apr 2003 05:59 PDT

my preference is to 'tip' and tip well for great and insight filled
answers. my number 1 preference is for a response based on personal
experience such as question id 193871

Hello Ray on the Web! I've been doing CPC for myself and for clients
with great success for a couple of years now. It has literally
skyrocketed traffic at a number of my clients sites as well as my own.
Here are some tips for you to maximized your advertising money.


1) Be specific with your search terms - For example a friend of mine
owns a Bikram Yoga studio in Danvers, Massachusetts. One of the many
keywords that he put in was "Bikram Yoga". There are people all over
the world interested in Bikram Yoga, but only a very small percentage
of them live close enough to his studio to become potential students.
He got a bill for $350 in two weeks! I gave him some advice and he has
since revised his search terms to things like:

Bikram Yoga Danvers
Bikram Yoga Peabody (the town next door)
Bikram Yoga North Shore (the general area)
Ashtanga Yoga Danvers (He teaches Ashtanga Yoga too)
Ashtanga Yoga Peabody (mix and match all of the search terms)

2) Make sure to use the "Big 2": Overture and Google Adwords. Between
these you'll reach at least 80% of the pay per click market. But don't
neglect the others. There is a good chart at
http://www.payperclickhelp.com/. Note that some of the smaller ones
may not be worth it if they require $25-$50 upfront. They may never
get enough click throughs for you to justify that. For the smaller
ones I would only recommend doing the ones that do not ask for money
upfront.

3) Save time (especialy with Overture which is really fussy) by
reviewing their editorial guidelines. In particular with overture all
search terms must lead to a page within your site specific to that
search term. For example with my friends site "Ashtanga Yoga Danvers"
might be rejected if it led to his main page so he needs to link that
search term to the page on his site dealing with ashtanga yoga.

4) Weight out the costs and decide if being number one is worth it.
For example, if being #3 cost $.14 a click through and being #1 cost
$.48 a click through I would definitely prefer to be number 3. Your
click through ratio will not be that much higher if you are number one
but you will be paying substantially more. However, note that with
Overture being in the top 3 is very important for exposure.


5) Write descriptive titles and descriptions. Remember that you are
competing with others so look at what they have written and write
something more enticing!

6) Use the search terms in your title. You will get a much better
click through rate if you put the specific search terms in your title.
This definitely will take longer but you will get a better result. For
example, my friend could make one title for all of his search terms
"Experience Hot Bikram Yoga at our Danvers, MA Studio!". But for the
term "ashtanga yoga danvers" he should make a seperate ad title
"Experience Ashtanga Yoga at our Danvers. MA Studio!". You will
definitely get a higher click through rate if you customize each
title. This is a proven fact.

7) Make sure to set your budget to avoid cost overruns like my friend
experienced in question #1.

8)Consider using management tools such as 
http://www.clickpatrol.com
http://www.bidrank.com/
http://www.positionguardian.com/

9)You may want to consider using terms like "buy" or "offer" in your
description. There are many net cruisers looking for free information
and you do not want to pay for them to click through to your site.


10) Read more about it. Check out 
http://www.payperclicksearchengines.com/
http://www.payperclickhelp.com/
http://www.pandia.com/optimization/ppc.html
http://www.payperclickguru.com

Hope this helps! 
-shiva777

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Clarification of Answer by shiva777-ga on 23 Apr 2003 17:34 PDT

Glad you liked the answer. Thanks for the tip. If you'd like a hand
putting together a list of relevant keywords along with titles and
descriptions for ads let me know. I have had experience with this.

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Request for Answer Clarification by ray_on_the_web-ga on 24 Apr 2003 03:57 PDT

good morning shiva777. you're welcome. thanks for the generous offer.
yes i would appreciate some assistance with choosing some keywords and
descriptions. however i think that you have done enough work here for
the fee and tip provided... so please see question id 194711

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Clarification of Answer by shiva777-ga on 24 Apr 2003 10:36 PDT

You got it.

way to go... i love an answer where i truly learn something. thanks
for the info and the links