Those of you who attended the Promotion workshop last week heard Andrei
mention Overture and Google Adwords as a means of relatively low-cost
advertising; he also recommended Ralph WIlson's marketing ezine/site.
The two have come together in the following, which may be of interest:
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From: Dr. Ralph F. Wilson <[EMAIL PROTECTED]>
To: [EMAIL PROTECTED]
Subject: Web Marketing Today: PPC Updates: Overture and Google
AdWords Select, 5/14/02
Date sent: Tue, 14 May 2002 12:57:06 -0700
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WEB MARKETING TODAY (ASCII version)
A Free Wilson Info E-Mail Newsletter (ISSN 1094-8112)
May 14, 2002 Subscribers 120,783 Issue 112a
Dr. Ralph F. Wilson, Editor ([EMAIL PROTECTED])
Advertising: http://www.wilsonweb.com/ads/
This Issue: http://www.wilsonweb.com/wmt7/issue112.htm
Back Issues: http://www.wilsonweb.com/wmt/
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PPC UPDATES: OVERTURE AND GOOGLE ADWORDS SELECT
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Dear Friends,
This is just a brief e-mail. Last week, Web Marketing Today
(www.wilsonweb.com/wmt7/issue112.htm) included an article entitled
"Two Pay-Per-Click (PPC) Strategies for Overture.com". I need to
amend that due to recent changes, and tell you about an alternate
approach:
God bless you,
Dr. Ralph F. Wilson, Editor
Web Marketing Today
CHANGES IN OVERTURE'S SUBMISSION RULES
Recently Overture.com changed some of their policies (again), in
ways that reduce the effectiveness of the "nickel strategy" I
outlined in the article. Overture policy now:
* Limits bulk-submissions to advertisers spending over $1,000 per
month with Overture.
* Rejects search terms unless they're searched on at least 25
times per month.
* Requires extreme relevancy of the ad to the search page.
I'm sorry I didn't become aware of the most recent changes before
publishing that article. But I'm sending this note so you don't
make investments based on a "nickel strategy" unless you can meet
Overture's new submission criteria. However, you may find some
great new approaches with ...
GOOGLE ADWORDS SELECT
Recently, AOL contracted to syndicate Google AdWords Select
(https://adwords.google.com/select/main) on its search engine
instead of Overture. Of course, AOL search traffic is big, so take
a good look at this. Google is moving from its original CPM-based
AdWords program to a bid-based PPC (pay-per-click) approach. In
many ways it's similar to Overture, but has some unique features
such as:
1. Lowering your price automatically to one cent more than your
closest competitor up to your stated maximum bid.
2. Positioning your ad based on both user click-through rates and
the cost-per-click. This prevents any one company from locking
in the top position since the most relevant ads rise to the
top.
3. Targeting by country and for 5 languages: English, French,
German, Italian, and Spanish.
4. Displaying multiple ads in rotation -- an easy way to test and
improve upon ad copy effectiveness and landing page variations,
among other uses.
5. Broadening or restricting matching options depending upon your
preferences.
6. Capping your costs by allowing you to set a maximum daily
budget for your ads.
7. Allowing choice of displaying your ad on none, some, or all of
Google's syndication partners, which currently include AOL,
Earthlink, and Sympatico-Lycos.
But note that:
1. Google can disable ads if the click-through rate isn't greater
than 0.5% or that are deemed are irrelevant.
2. Ads must meet Google's Editorial Guidelines
https://adwords.google.com/select/main?cmd=Doc&page=guidelines.html
If you want to investigate these approaches further and really
refine your strategy and results, I suggest you get a copy of a
new e-book "Unleash Amazing Profits with Google AdWords Select,"
by Andrew Goodman. http://wilsonweb.com/go/to.cgi?l=pagezero
Incidentally, Andrew tells me his most recent revision will be
available in the next day or two, and that anyone purchasing this
report before June 1 will be signed up to subscriber updates for
three years.
LAST CHANCE BEFORE SUMMER
Finally, this is your last chance before summer to bring your
Internet Marketing knowledge up-to-speed. It's not too late to
sign up for my one-day Doctor Ebiz Internet Marketing Seminars
next week in Washington DC (May 21, Arlington, VA) and Atlanta
(May 23 at Emory University). http://wilsonweb.com/seminar/
I've found that summer is a great time to plan and implement new
marketing strategies that can be rolled out in September. You need
knowledge NOW so summer planning will pay off.
This seminar is value-packed. As part of this synergistic learning
package you receive ALL my e-business e-books at no extra charge
(see descriptions of each book at www.wilsonweb.com/ebooks):
The Shopping Cart Report, compares and contrasts the most popular
small business e-commerce programs plus info on 150+ programs.
$34.95
A Merchant's Guide to E-Commerce Payment Gateways. All you need to
know about putting real-time credit card authorization in your
webstore. $29.95
Report on Affiliate Management Software. A storeowner's guide to
selecting an affiliate program, with priceless feedback from
current users. $22.95
12 Ways to Give Your Webstore a Sales Boost. One of the only books
available that explains in a step-by-step manner how to increase
the conversion rate in an online store. $34.95
Guide to E-Mail Newsletters. A perennial best seller for the
thousands of online businesses that want to learn to market their
site to visitors again and again. $12.00
Demystifying Viral Marketing. Takes a buzzword and explains this
powerful concept along with practical ways to incorporate it into
your everyday online marketing. $12.00
Web Marketing Basics. Walks you through the ABCs of online
marketing concepts so you are ready to grasp the more complex
issues. $12.00
SPECIAL BONUS THROUGH MAY 19: How to Develop a Landing Page that
Close the Sale. Explains how to prepare a separate order page for
every ad you use, aimed at rocketing up your conversion rate.
$17.50
TOTAL $176.30
Through this Sunday, May 19, you can save $36 off the regular
price of the Washington DC and Atlanta seminars. Don't miss out on
this "deal" to gain the knowledge you need to succeed online. Sign
up today. http://www.wilsonweb.com/seminar/
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Copyright 2002, Ralph F. Wilson. All rights reserved. Please do
NOT reprint or host on your Web site without explicit permission.
However, if you found this newsletter helpful, we grant you
permission, and strongly encourage you, to e-mail it to a business
associate or a friend. Thank you. Web Marketing Today, Web Commerce
Today, and Doctor Ebiz are registered trademarks, and
E-Commerce Research Room and Wilson Info are trademarks of Wilson
Internet Services. Reprint information may be found at
http://www.wilsonweb.com/syndicate/
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WILSON INTERNET SERVICES http://www.wilsonweb.com
E-Commerce and Web Marketing Publishing, Consulting, Speaking
Ezines: Web Marketing Today, Web Commerce Today, Doctor Ebiz
Dr. Ralph F. Wilson, Director
PO Box 308 Rocklin, California 95677, USA
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