Keywords and keyword phrases dictate search engine results. You must know what your customers are thinking, develop strategies to "meet" your customers, and convince them that you have what they're looking for.
If you have a new business or if you're not one of the Fortune 500 companies, chances are you'll struggle to reach the first page or two in search engine organic listings—the popular sites usually shown on the left of the page in search engines.
"Sponsored Links," or the links usually shown either on the right of the page or at the top in shaded backgrounds (see below) can be just as effective, and you can get your website in the sponsored link sections by using Pay per click (PPC) advertising.
PPC is the only way most of us can get prominent search-engine positioning. However, paying enough for the top spot does not guarantee success. For example, let's say we have an online store that sells used Honda engine parts.
We don't want to "shotgun" our keyword ads to the world and compete with every website that has anything to do with cars. That is, the person searching for the keyword "car" may be looking for more information about cars.
The keyword "cars" probably indicates that the person knows what a car is and is looking for broader search results relating to cars.
The person searching for "import car parts" is getting closer to our used Honda engine parts, but we could be competing against dozens of companies for sponsored links because "import car parts" includes any company that sells new or used car parts.
What we're really looking for are people who enter keyword phrases such as "used honda parts," or better yet, "used honda engine parts" or "used honda fuel injector." Now we can look at the competition and determine how to compete for the top spots with our ad campaigns.
We can also determine which negative keywords to use. Negative keywords are "eliminators" that help focus our search. For example, if we're not giving away free parts, we can add the negative keyword "free" to our search criteria, which prevents our sponsored link from showing when the word "free" is used in the keyword phrase.
It's important to continually create new ads and test them against current ads to continuously improve our ad campaigns and keep up with, and beat, the competition.
Effectively marketing your site with search engines ads is not a guessing game. It takes an understanding of the system, careful analysis, and measured results to succeed.
PPC Management Rates
The following table shows rates to set up and manage online marketing campaigns for Google, Yahoo, and MSN (Bing.com) adwords.
Save $100 Now
Call us to schedule a free estimate, and we''ll deduct $100 from the cost of your setup fee.
| Monthly Traffic Budget | Monthly Management Fee | Setup Fee |
| Less than $300 | $99 | $199 |
| $301–$700 | $199 | $299 |
| $701–$1,500 | $299 | $399 |
| $1,501–$3,000 | $399 | $499 |
| $3,001–$5,000 | $499 | $599 |
| $5,001–$8,000 | $699 | $799 |
| $8001–$12,000 | $899 | $999 |
| $12,001–$15,000 | $1,299 | $999 |
| $15,001–$20,000 | $1,499 | $999 |
| Above $20,000 | Contact us for quote | Contact us for quote |
Want to Learn More About Google Adwords?
Google has a system that makes it possible, for the first time in the history of the world, to deposit five bucks, write a couple of ads, and instantly get access to over 100 million people—in less than 10 minutes.
It's called Google AdWords and it's hot. In fact, it may be the first and best thing to do to get traffic to your site.
But it's not always as easy as it sounds—AdWords has some nuances, and most people have a rough time at first.
Our colleague Perry Marshall has written a very helpful e-course called "5 days to success with Google AdWords" and there''s no charge for it. Learn more.
