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Turning Web Clicks Into Clients
Source: Kellysearch.com
A new Webinar from Kellysearch.com offers practical suggestions on how to turn your website visitors into new clients: do the research, have the right tools, make the connection and maintain the relationship.
To view the Webinar, click here.
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Maximize Your PPC Advertising
Source: Online Merchant Network
Authored by: Kellysearch.com
Pay-Per-Click (PPC) advertising – placing text ads based on keywords or phrases on search engine results pages – has become a popular tactic to drive targeted traffic to websites. Many online merchants find it an effective way to market their products or services, especially once they’ve learned the ins and outs of putting together a PPC advertising campaign.
Here are a number of factors – some basic and some new – to consider when developing your PPC program:
Research your key words.
By paying close attention to your search words or phrases, PPC advertising can work for any size budget. But before bidding for a specific keyword, research the average price for that word by consulting a Keyword Price Index (KPI).
Be specific when selecting keywords and phrases.
Because you pay per click, avoid vague words and phrases that result in clicks from consumers who aren’t really looking for what you’re selling. Be specific. Put yourself in the shoes of potential customers. What keywords would they search for?
Consider using vertical search engines.
If you sell goods or services in a very competitive landscape, a PPC advertising campaign with a vertical search engine rather than a general search engine can be a winning option. Vertical search engines focus on one particular industry to deliver refined, market-specific content for niche users. In a recent study by Convera, nearly 90 percent of professionals said they believed that vertical search engines would offer more relevant content than popular internet search engines.
Use PPC to promote seasonal items – and products in sudden demand.
PPC is also an effective tool for “blitz” advertising campaigns to promote seasonal items.
What to remember when using PPC.
If you decide to use PPC advertising, monitor it closely and often. Choose your keywords carefully. If you don’t, you run the risk of generating a large number of clicks from generic searches that may not lead to sales, effectively burning through your ad budget without seeing results. But with the proper attention, keyword selection and monitoring, PPC advertising can be a rich source of leads and sales for online merchants. For full article, click here.
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Guide to Web Analytics Software
Source: Inc. Magazine
Authored by: Michael Fitzgerald
Do you know exactly what people do when they get to your website? Which clicks are real and which are bogus? How your site ranks on search engines? Enter Web analytics software, which is designed to parse the volumes of data that a website generates. The tech consultancy Gartner estimated in 2006 that more than 70 firms, many of them start-ups, were offering Web analytics tools. Here are six recommendations:
Google Analytics – Best for: A performance snapshot
What it is: The search giant's Web analytics tool.
What's cool: It's free. It can provide 18 ways to segment data, allowing you to hone in on visitors--by keyword, browser, location--and can generate 82 different reports in 17 languages.
Drawbacks: Google's tool qualifies as relatively basic.
Price: Free
Omniture SearchCenter – Best for: Understanding Your Customers
What it is: A hosted service that analyzes the way visitors behave on your website
What's cool: SearchCenter helps you fine-tune search engine advertising by measuring things such as how long people spend on your site, where they go while they're there, and how that behavior varies according to factors such as the keyword they used to find you.
Drawbacks: SearchCenter is powerful, but companies may find its use difficult.
Price: Prices start at about $520 a month.
CFAnalytics – Best for: Fighting Click Fraud
What it is: A Web-based tool to ferret out click fraud.
What's cool: Adaptive Planning's Corporate Edition makes it easy to check performance by department or across your organization, as well as play with different budgeting scenarios.
Drawbacks: Businesses with fewer than 100 employees might find the product to be overkill.
Price: $3,500 a year, plus $750 per user per year. There is a 30-day free trial.
BetterPPC AdTest – Best for: Perfecting Your Pitch
What it is: Software to help you develop better Web ad campaigns
What's cool: It automatically test-markets ad copy. You provide three headlines, three opening lines, and three secondary lines, and it determines which of the 54 possible combinations work best.
Drawbacks: It works only with Google AdWords, though support for Yahoo and MSN are promised by midyear.
Price: $30 for one test; $299 a month, with unlimited testing, for up to $30,000 of ad spending.
WebTrends' WebPosition 4 – Best for: Boosting Your Search Engine Rankings
What it is: Software to help you get better placement in lists of search engine results.
What's cool: WebPosition drills deep into your company's presence on search engines, telling you which keywords generate the highest placement and providing recommendations on how to tweak your site and keywords to improve that position.
Drawbacks: WebPosition integrates only with WebTrends analytics software.
Price: $149 for the standard version; $389 for the more feature-rich professional version.
Coremetrics Online Analytics – Best for: Coordinating Ad Campaigns
What it is: Web-based software to measure and manage marketing efforts
What's cool: Coremetrics provides data in a number of categories, including website content analysis, RSS feeds, blogs, site layout, and even whether your on-site search engine is delivering good results.
Drawbacks: It ain't cheap. And like most powerful software, it's tricky to install and use.
Price: Fees are based primarily on monthly page views; at the low end, clients pay about $24,000 a year. There's also a one-time setup fee, determined by the size of your site (it averages about $6,000).
For full article, click here.
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