Becoming An Internet Marketer Is Not Difficult With The Right Tools

To start Internet Marketing with search advertising you use a method of placing online advertisements on web pages that show result from a persons search. Through the same search-engine advertising service ads can also be placed on web pages with other published content. Search advertisements are targeted to match your key search terms entered on search engines. Targeting this ability has contributed to the allurement of search advertising for advertisers. Consumers use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant. Unpaid search results are also called organic results.

It’s Yahoo that is believed to be one of if not the first to have introduced a stand-alone search advertising. In 1996 InterZine Productions asked Yahoo’s sales, seeking a more effective targeted advertising within Yahoo’s search results. Yahoo! placed targeted ad banners when the keyword “Golf” was searched by Yahoo! users. Yahoo! later turned this opportunity into a formal marketing program for its entire customer base and promoted this in a July 1996 article in the ‘Internet World’ magazine. Internet search advertising is delivered on the basis of keywords. The user of a search engine enters keywords to make queries. A keyword may consist of more than one word and can be any type of product or item the person searching is looking for.

Search engines conduct running auctions to sell ads according to bids received for keywords and relevance of user keywords to ads in the inventory. The keyword “home mortgage refinancing” is more expensive than one that is in less demand, such as “used bicycle tires.” Profit potential of the keywords also plays into bids for ads that advertisers want displayed when the keywords are searched by the user. For example, “used book” may be a popular keyword but may have low profit potential and the advertiser bids will reflect that.

Search engines build indexes of Web pages and products using a web Crawler. When the publisher of a Web page or product arranges with a search engine firm to have ads served up on that page, the search engine applies indexing technology to associate the content of that page with keywords. They are then fed into the directory system that is used by advertisers to buy ads on both search engine results pages. Advertising based on keywords in the surrounding content or context is referred to as Contextual advertising. This is usually less profitable than search advertising which is based on user intent expressed through their keywords. Advertisers can choose whether to advertise on search result pages (search advertising), published content pages (contextual advertising), or both. Bidding on the same keywords is usually higher in search advertising than in contextual advertising.

Five ways Search advertising activities can be measured:

CPM: Cost per thousand viewers was the original method used for pricing online advertisements. CPM remains the most common method for pricing banner ads.

CTR: Click-through rates measure the number an ad is clicked on linking to the Web page on which the ad appears. Banner adshave CTRs that are generally 0.5 percent or less. In comparison, individual search engine ads can have CTRs of 10 percent, even though they appear alongside organic search results and competing paid search advertisements.

CPA: Cost per action evaluates costs for completing specified activities such as attracting a new customer or making a sale. Affiliate networks operate on a CPA basis. CPA systems function most effectively when the sales cycles is short and easily tracked. Longer sales cycles rely on exposure to multiple types of ads to create brand awareness and purchasing interest before a sale is made. Longer sales cycles and sales requiring multiple customer contacts can be difficult to track, leading to a reluctance by publishers to participate in CPA programs beyond initial lead generation.

CPC: Cost per contact tracks the cost of collaborating with a client or potential client. In traditional marketing, CPC is viewed as a one-way process of reaching target audiences through means such as direct mail, radio ads and television ads. Search advertising provides opportunities for two-way contacts through web-based chat, Internet-based calls, call-back requests or mailing list signups.

TM: Total minutes is a measurement used by Nielsen/NetRatings to measure total time spent on a Web page rather than the number of Web page views. Nielsen announced that they would be relying on TM as their primary metric for measuring Web page popularity, due to changes in the way Web pages provide content through audio and video streaming and by refreshing the same page without totally reloading it. Page refreshes are one aspect of Rich Internet Applications (RIA). RIA technologies include AJAX (Asynchronous JavaScript and XML) and Microsoft Silverlight. Questions about the use of total minutes for search advertising include how to account for Internet users that keep several browser windows open simultaneously, or who simply leave one window open unattended for long periods of time. Another question involves tracking total minutes on HTML pages that are stateless and do therefore do not generate server-side data on the length of time that they are viewed.

The search engines use algorithms to determine the position of ads according to click through rates. Ads with poor click through rates can be pushed down to the bottom of the first page of search results or onto subsequent pages. Even though advertisers are only paying for click throughs, the algorithms assigning ad positions based on ad popularity provide incentives for optimizing keyword selection and other cost control measures. Without it, it is possible for ad buyers to spend twenty five to fifty percent of their ad budget ineffectively.

Measuring Cost control includes:

1. Slowly a campaign will begin , so test the usefullness of keywords and ad texts. It can take up to three months of testing before it will scale up. Multiple campaigns can be run alongside each other.

2. Negative keywords can be used to exclude search queries that will not bring the correct traffic. Replacement windows for buildings can use the negative keywords ‘software’ or ‘programs’ to avoid appearing in response to search queries for information about Microsoft Windows software.

3. Keyword combination’s with word orders within them can have an effect on click through rates. Word order in your ads according to keywords can be controlled through the use of quotation marks. Now a seller of replacement windows, the keyword “replacement window” may have a higher click through rate than “windows replacement” or for related keyword combination’s where syntax is not specified and that could be associated with Microsoft Windows software rather than windows for buildings.

4. Broad searches mean that an ad is served up in response to any search query that contains the keyword, regardless of any other words that are used in the search. Eliminating broad search is helpful in cases where a large number of keywords or the advertiser wants to keep cost to a minimum. A replacement window company located in Trenton, New Jersey can eliminate broad search in favor of location-specific keywords such as “replacement windows Trenton” and other locations within their market area. Each search engine has its own procedures for controlling broad search options for individual keywords.

5. It takes time to identify which keywords will work. Rather than bidding on a small number of popular keywords, you can expand the keyword lists to more than 200 and seek to include keywords that your competitors are not utilizing. Keywords that are less sought after cost less. To identify keyword options, enter ‘keyword tool’ into a search engine.

6. Search advertising campaigns need immediate attention. Poorly performing ads need to be pulled, keyword lists adjusted, and bid amounts modified to prevent over-spending. Search advertising campaigns that are set up and allowed to run on autopilot can produce less return on investment than campaigns that are monitored more than once a week.

7. Search analytic services are to identify market trends and opportunities. They often reveal what keywords are profitable for other websites in your target market. In addition, they show seasonal and emerging keywords allowing you to plan a more timely marketing campaign.

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