There are more claims out there than I can count, but I don't think there has ever been a time when someone could site down and show you step-by step blueprints on how to make real money on the internet. And even if they could show you how to, I don't think anyone in their right frame of mind would show you a way to do it WITHOUT spending a single penny on advertising.  Or would they?

For sure, we both know the Internet is huge.  Millions come online to have a crack at making an online income. The majority (99.9%) do not have a clue where to begin.  Can you relate?  I've tried so many techniques "exposed" by well known internet marketing gurus, but never have I made the really serious money.  Finally, a change today!

Enter Google Snatch (great name isn't it?).  Well the thing is, the owner of Google Snatch is NOT a guru.  He's a simple down to earth guy who just knows what to do to make money online! Best of all, the techniques he teaches will allow you to dominate not only a niche market but also markets that have thousands of competitors owned and run by large corporations.  Wheee! That should be fun :)

Latif implements his own methods and quite frankly hammers the competition. No Google Adwords to cheat, as each click costs an expensive $100.

A lot of people are afraid to compete in big markets because it's true - people (companies) who have more money CAN demolish competitors.  But what Latif shares with you is that BIG companies have more money than sense (this is true - I work at one for my "day job" right now and believe me it's true).

You will learn there is no need to spend thousands upon thousands of dollars to make a buck (and then some) online.  With the right formula, (The FREE Click Formula) why should you waste money on paid clicks?

There is an inherent problem with paid advertising, whether it be on Google, Yahoo or MSN.  Sure, you can get high placements immediately, but who is clicking on your ads?

What I mean is, who is accumulating a large bill at the end of the month for you? Your competitors? Happy clickers? Or actual ‘real’ customers? (We call this "click fraud" in the industry).

The work involved is just as much as setting up a Google Adwords campaign. Since the Google Slap came to the scene, it was made clear that for each keyword you bid on it requires a unique page, as a must, to achieve good popularity ranking.

So the idea is simple, yet thousands think, actually MILLIONS think, Adwords is quicker.  This is crazy talk.  It takes 15 minutes for the world to see your listing! But in order to get to those 15 minutes, it takes the same time to find the keywords, create the landing page and to get the campaign on its feet. Overall you could say it takes maybe 60 – 90 minutes, maybe more.

Once this is setup, people will actually start seeing your ads AFTER 90 minutes as the work needs to be done beforehand.

Alternatively, the Google Snatch method!

It will only take 60 minutes for the world to see your ad, PLUS you don’t pay a single cent on a click. Yet to that matter never will you ever again pay for a click once you discovered these techniques. So this you could say is the REAL get your Google ads for free!

The Google Snatch course could be priced at $997 and be worth every penny, but at present it’s next to NOTHING! Go over to the website now before everybody gets their hands on this book.  You have a whole-hearted recommendation from yours truly.  I read the book cover to cover and it is all it says it is and more.  It successfully fits an entire SEO education within it's short 138 pages.

http://googlesnatch.smarteasyonlinemarketing.com

Never pay for Google ads ever again and let the world see your site within 60 minutes!

Are you smiling? You should be, because you are on the good red road right now.

Aloha - Yours Truly,

~Z

Buona Visione ;)

While in Utah yesterday, my fly fishing guide Justin Harding and I noticed when using Google search from his iPhone Google Adwords advertising was sparse.

Initially, I thought it was because of the type of search we had ran.

However, after further investigative searches under highly competitive and advertised keywords, we weren't ever able to see Adwords sponsored links on the right rail - only above the first search result.

Can a iPhone Google search display more than two Adwords advertisers ads as is now?

We weren't able to generate any.

How is Google parsing iPhone search ads results for display? If they are, is Google distributing advertising to the iPhone with the same formula they use for displaying search results elsewhere?

Are iPhone screen real estate limitations the reason why we could only get two ads?

Even when we rotated the search results screen for horizontal viewing - under a Google search term that would typically have had up to ten sponsored links ( both above the search results and running down the right rail ) we were only able to generate two Adwords advertisers ads.

Will Google Adwords advertisers soon be able to select "iPhone" as a search distribution option along with "Google Search" and "Search Partners" within their campaigns Networks and bidding settings?

With 10 million iPhones in use and Apple's iPhone supplying Google with its largest source of mobile search traffic, adding iPhone distribution to Google advertising campaigns will give Google Adwords advertisers another way to target and reach an increasingly mobile search audience.

There is a great article on how to use pay per click to maximise your investment and what to avoid when using Google Adwords. I've provided a link to this article so that you can read and hopefully maximise the dollars spent on marketing yourself on the web.

Thanks to Joseph at Internet Real Estate Success for this great article, please enjoy!

http://internetrealestatesuccess.com/2008/10/09/the-absolute-wrong-way-to-use-pay-per-click-advertising/

Ir taip toliau ir be galo be krašto… Kažin, kiek srauto galima būtų „pasisavinti“ užregistravus visus šiuos adresus?

This resource is a guide to the terms used in the world of search advertising, with a special focus on the basic concepts of search engines, search-based advertising metrics and pricing. We hope you find the guide helpful as you explore this innovative way to advertise your business.

This glossary includes terms relating to these topics: 

• Search Marketing
• Targeting
• Metrics
• Pricing
• Placements
• Advertising on Google
• Search Engine Basics
• Interactive Ad Format  

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Search marketing (Back to Top)

When you advertise on a search engine, you purchase keywords that relate to your product or service. Internet users type in your keywords and see your ad on the same page as their search results. Most search advertising rograms enable you to buy a prominent position at the top of the page. Others offer space alongside the search results, or below the editorial portion of the page. These paid placement options are distinguished from paid inclusions.

Query. A request for information, usually to a search engine or a database. The user types in words or topics, and the search engine returns matching results from its database. A query is at the center of every search engine interaction.

Keyword. A specific word, or combination of words, entered into a search engine that results in a list of pages related to the keyword. A keyword is the content of a search engine query.

Text ad. An ad designed for text delivery, with concise, action-oriented copy and a link to your website. Because they are not accompanied by graphics, text links are easy to create and improve page download time. Also known as a sponsored link.

Call to action. Ad copy that encourages users to take a defined action. Examples range from "Click here" or "Buy now" to "Enter now to win a free trip to Hawaii" or "Click to download a free white paper."

Landing page. An active web page where Internet users will "land" when they click your online ad. Your landing page doesn't need to be your home page. In fact, ROI usually improves if your landing page directly relates to your ad and immediately presents a conversion opportunity — whether that means signing up
for a newsletter, downloading a software demo, or buying a product. Also known as a destination URL or clickthrough URL.

Paid placement. Guaranteed listing with high ranking among search results, usually in relation to specified keywords. In response to recent FTC guidelines, many search engines clearly identify paid placements as "sponsored links," listing them separately from the editorial portion of the results page. Paid placement programs are typically based on CPC or CPM pricing, with higher overall costs than paid inclusion. Also known as pay-for-placement.

Paid inclusion. Guaranteed inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Paid inclusion pricing is typically based on a flat fee or index fee.

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Targeting (Back to Top)

Targeting enables you to show your ad only to those users who specify particular keywords. Search advertising also enables you to target your ads to the right customers at exactly the right time—when they are looking for your product or service. Targeting works hand in hand with relevance to improve the effectiveness of your search advertising campaign.

Relevance. A measure of how closely a search result – or a search ad – matches the user's query. Relevance is key to harnessing the power of search advertising. The more relevant your ad, the more likely the audience will be motivated to respond to your call-to-action. At the same time, the relevance of your ad and your ad's landing page can enhance the user's search experience, while irrelevant ads can cause users to ignore advertising altogether.

Geo-targeting. The distribution of ads to a particular geographical area. For example, you can use a place name in your keyword, such as "Minnesota multimedia" or "Sacramento farm equipment." Some search engines allow you to target specific countries – and languages – without using keyword relevance.

Keyword matching. Methods of selecting and organizing your keywords to match the user's query. Four types of keyword matching options can help you refine your ad targeting:

Broad match. This is the default option. When you include keyword phrases – such as tennis shoes – in your keyword list, your ads will appear when users search for tennis and shoes, in any order – and possibly along with other terms.

Your ads may also automatically show for expanded matches, including synonyms and plurals. This means that Google will analyze your keyword list, ad text, and millions of daily Google search queries, and show your ads for relevant terms and variations (such as tennis sneakers), even if you didn't include these terms in your keyword list.

Broad matches are often less targeted than exact or phrase matches. If you decide to run your ads on broad-matched keywords, we recommend creating keyword phrases containing at least two descriptive words.

Exact match. The search query must exactly match your keyword. This means "tennis shoes" will only match a user request for "tennis shoes" and not for "red tennis shoes," even though the second query contains your keyword.

Phrase match. Your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would include "red tennis shoes" but not "shoes for tennis."

Negative keyword. Negative keywords allow you to eliminate searches that you know are not related to your message. If you add the negative keyword "–table" to your keyword "tennis shoes," your ad will not appear when a user searches on "table tennis shoes." Negative keywords should be used with caution, as they can
eliminate a large portion of a desired audience if applied incorrectly.

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Metrics (Back to Top)

The objectives of your search advertising campaign will include some combination of quantity- and performance-based metrics. Many of these measurements, such as impressions or clickthroughs, are also the basis for ad pricing models on search sites.

Target audience. The intended audience for an ad, usually defined in terms of specific demographics (age, income, etc.), product purchase behavior, product usage, or media usage.

Universe. The total population of the audience you're measuring.

Impression. An ad served to a user's browser. Number of impressions determines the cost of online ads in CPM pricing models. Also known as an exposure.

Reach. The total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.

Share of voice. A relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.

Unique user. A single individual or browser who accesses a site or is served unique content and/or ads. Unique users can be identified by user registration or cookies. Also known as a unique visitor.

Repeat visitor. A unique visitor who has accessed a website more than once over a specific time period.

Frequency. The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies to track frequency.

Clickthrough. The action of clicking an ad element and causing a redirect to another web page.

Clickthrough rate (CTR). The number of clickthroughs divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your CTR is one percent if 100 people are shown your ad and one person clicks through to your site. CTRs typically range from 0.5 percent for banner ads to 3.0 percent for text links. Also known as ad impression ratio or yield.

Return on investment (ROI). The benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.

Conversion. A defined action in response to your ad's call to action. A conversion may be a sale, or it could be a registration, download, or entry into your lead database, depending on the goal of your campaign.

Conversion rate. The number of visitors who respond to your ad's call to action divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your conversion rate is one percent if 100 people are shown your ad, five people click through to your site, and one person makes a
purchase.

Tracking. Online advertising opens the opportunity to track audience response throughout the life of your campaign. Tracking and reporting tools can help you learn as you go, so you can refine your ad creative, placement options, and spending levels if you're not seeing the results you expect. The publisher of your ads typically will provide reports on ad impressions and clickthrough. For additional analysis of your traffic and actual customer conversion rates, you'll need to build tracking mechanisms into your website.

Token. A tracer or tag attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.

Beacon. A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often possible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.

Cookie. A file on the user's browser that uniquely identifies him or her. Use of cookies on your site makes it possible for you to identify return visitors and track their web actions.

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Pricing (Back to Top)

Costs for search advertising are based on ad delivery—usually measured in CPM—or on actual ad performance. Performance-based pricing relies on a set of agreed-upon metrics, such as cost-per-click (CPC), a percentage of online revenues, or delivery of new sales leads. Some publishers also offer hybrid models, which combine the benefits of CPM and performance-based pricing.

Cost-per-1000-impressions (CPM). Pricing based on number of impressions served over a period of time. A $50 CPM means you pay $50 for every 1000 times your ad appears. ("M" is the Roman numeral for 1000.) Also known as pay-per-impression.

Cost-per-action (CPA). Pricing based on the number of actions in response to your ad. An action may be defined as a sales transaction, a customer acquisition, or simply a click. Also known as cost-per-transaction. CPA may also refer to cost-per-acquisition.

Cost-per-click (CPC). Pricing based on the number of clicks your ad receives. A typical range is 5 cents to $1 per click. Also known as pay-per-click. CPC may also refer to cost-per-customer.

Cost-per-lead (CPL). Pricing based on the number of new leads generated by your ad. For example, you might pay for every visitor that clicks on your ad and successfully completes a form on your site.

Cost-per-order (CPO). Pricing based on the number of orders received as a result of your ad placement. Also known as cost-per-transaction.

Cost-per-sale (CPS). Pricing based on the number of sales transactions your ad generates. Since users may visit your site several times before making a purchase, you can use cookies to track their visits from your landing page to the actual online sale. Also known as cost-per-acquisition or pay-per-sale.

Referral fees. Fees paid in exchange for delivering a qualified sales lead or purchase inquiry. For example, an affiliate drives traffic to other companies' sites, typically in exchange for a percentage of sales or a flat referral fee.

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Placements (Back to Top)

Whether you want to maximize visibility or minimize costs, search advertising programs offer a variety of placement options to help you meet your objectives.

Inventory. Advertising space available for purchase on a website. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail.

Dynamic rotation. Delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads.

Run-of-site (ROS). The scheduling of ads across an entire site, often at a lower cost than the purchase of specific pages or sub-sections of the site. A run-of-site ad campaign is rotated on all general, non-featured ad spaces on a site.

Remnant inventory. Low-cost advertising space that is relatively undesirable or otherwise unsold.

Exclusive. A contract that allows advertisers to purchase all inventory on a given page or for chosen keywords.

Syndication. An option that allows you to extend your reach by distributing ads to additional partner sites.

Insertion order (I/O). A contract that specifies the details of your search advertising campaign, including placements options, keywords, ad creative, landing page, pricing, geo-targeting, and language options.

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Advertising on Google (Back to Top)

Google currently reaches the largest search audience in the world. With an index of billions of web pages, images, and other file formats – combined with the industry's most advanced search technology – Google is the fastest and easiest way to find relevant information on the Internet.

Placement on Google search results is determined by Google's unique PageRank™ technology, a system for ranking web pages that was developed by Google's founders, Larry Page and Sergey Brin. PageRank indexes a web page by measuring its "importance" as determined by the number of pages that link to that page and
the importance of those pages. Google combines PageRank with sophisticated text-matching.

Google AdWords™ Program. A flexible program based on cost-per-click (CPC) pricing, with dynamic placement at the side of Google search results. You set a maximum CPC and only pay when a customer clicks on your ad, no matter how many times it is shown. A syndication option allows top-performing ads to reach users
on Google's network of search and content sites, including AOL, Ask Jeeves, EarthLink, AT&T Worldnet, CompuServe, Netscape, ABC.com, and About.com. AdWords enables you to manage the details of your campaign over the Internet at any time. For advertisers with more extensive campaigns and larger budgets, Google provides a full suite of premium strategic services.

For more information about Google search advertising opportunities, visit
www.google.com/ads

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Search Engine Basics (Back to Top)

A search engine is a program that helps users find information on the Internet. An automated system sends out a spider to the web and collects site links for its database. When a user types in a keyword or combination of keywords, the spider sorts through the database and ranks the websites in order of relevancy.
A search engine is distinguished from a directory and a portal, because its pages are generated by an automated program rather than by human editors. Popular search engines include Ask Jeeves, AltaVista, Lycos, and Google.

Spider. A program that automatically fetches web pages and feeds them to search engines. (It's called a "spider" because it crawls around the web.) Because most web pages contain links to and from other pages, a spider can start almost anywhere. As soon as it recognizes a link to another page, it goes off and fetches it. Large search engines have many spiders working simultaneously. Also known as a crawler.

Robot. A program that runs automatically without human intervention. A robot is typically endowed with some artificial intelligence, so it can adjust to the various situations it may encounter. Two common types of robots are agents and spiders. Also known as a bot.

Search optimization. Tactics and techniques that make it easier for spiders to find your page, contributing to higher ranking on a list of search engine results. Basic optimization starts with listing relevant keywords in your metatags and building clear and descriptive words into page copy, title, text hyperlinks, and image file names. It's also important to design your site on a logical link structure and follow standard HTML conventions, avoiding the use of frames, dynamic URLs, Image Maps, and JavaScript for navigation.

Directory. A compilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are the Google Directory, About.com, and the OpenDirectory Project.

Portal. A web page that works as a starting point for a user's session on the Internet. Portals typically include a directory of websites, access to web services and shopping sites, and search functionality powered by a search engine provider. Example of portals are AOL, Netscape, CompuServe, and EarthLink.

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Interactive Ad Formats (Back to Top)

Text-based ads on search sites complement a broad selection of ad formats that encourage Internet users to take immediate action. The Interactive Advertising Bureau (IAB), a nonprofit trade association devoted to the use and effectiveness of online advertising, offers standards and guidelines for many of the following dynamic ad formats, or interactive marketing units (IMUs).

Banner ad. A graphic image, usually a GIF or JPEG, that can be placed anywhere on a web page, most frequently centered across the top. The tile ad is a smaller counterpart, typically grouped with other tile ads along a side margin. The standard banner ad is 468 x 60 pixels; the most common size for tile ads is 125
x 125 pixels.

Expandable banner. A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner.

Beyond-the-banner. Any advertisement that is not a banner, such as an interstitial or a pop-up ad.

Button. A clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player.

Skyscraper. A tall, thin ad unit that runs down the side of a web page. A skyscraper can be 120 x 600 pixels or160 x 600 pixels.

Pop-up ad, also Pop-under ad. An ad that appears in a separate window above or beneath the user's current page. A pop-under ad is concealed until the top window is closed, moved, resized, or minimized. A pop-up ad is similar to a daughter window, but without an associated banner.

Shoskeles. An animated ad that moves across the browser, usually with sound effects. It animates only long enough to play a message before settling into a stationary ad on the page.

Interstitial ad. An ad page that appears for a short period of time before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page.

Daughter window. An ad that runs in a separate window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears a moment later.

Click-down ad, also Click-within ad. An ad that allows the user to stay on the same web page, while viewing requested advertising content. Click-downs display another file on the user's screen, normally below or above the initial ad. Click-withins allow the user to drill down for more information within the ad.

Floating ads. An ad that appears within the main browser window on top of the page's normal content, appearing to "float" over the top of the page.

Animated ad. An ad with movement, often an interactive Java applet or Shockwave or GIF89a file.

Jump page ad. A microsite reached by clicking a button or banner. The jump page itself can list several topics, which can link to your site.

Content integration. Advertising woven into editorial content or placed in a special context on the page, typically appearing on portals and large destination sites. Also known as web advertorial or sponsored content.

Original document available at:
http://scholar.google.com/ads/glossary.html

As usual we were able to quickly find several critical improvement suggestions which would lower their average cost per lead.  But there was a greater find in their Google Analytics data.

The business had begun using Google Adwords when they still had their old website roughly seven months ago.  At this time, they were getting qualified leads for roughly $25 per lead, which is acceptable for their business.  Then, one month later they decided to absolutely redesign their website. 

In my opinion, their web site needed to be redesigned.  And I would estimate that the redesign work cost them about $7,500, but you never really know from just looking. 

On first glance, the new web design looked great. 

But there was one critical problem. 

The company's average cost per lead more than doubled after the website was launched!  Unfortunately, the company decided that their Adwords campaign was ineffective and suspended it.  Now they aren't getting leads at all! 

But the truth is that in the web design process no one ever truly considered or planned for business goals.  While the website does look better than the previous one, it's usability is poor because it is difficult to even find where to submit your name and contact information.

So in total, not only did the company pay good money and time for the new website, they also paid for it every month because their average cost per lead doubled!   

How much is your website's design costing you every month?

I’ve also had the opportunity to do much more tracking and testing. Some things I’ve seen:

• Google is becoming extremely popular. There’s a huge rush of bidders coming in, especially in certain industries, and in some cases the bidding is brutally competitive. I’ve done a number of projects where there are 30 to 40 bidders on a single keyword.

• It’s not possible to know for certain, but Google appears to have surpassed Overture as the #1 pay per click search engine. Their system is certainly vastly superior for the smart marketer, their people are easier to deal with, and the instant results can’t be beat.

• Google has a new program called AdSense. They run Google AdWords ads on your site and you get a good portion of the revenue that comes from the clicks – they don’t commit to a number but from what I understand it’s a bit more than half. Should you use this? It depends. If you’re a true niche marketer, probably not – if you know what you’re doing, you can usually make more money keeping people on your site than selling them to a different site. If you work with other companies who have affiliate programs, you can probably make more money with those affiliate programs than with AdSense. AdSense is most ideal for broad-content sites like newspapers and magazines who have a lot of content and need to make a few cents on each visitor.

• When Pay Per Click was new, and most of your competitors didn’t know about it or understand it, it was good enough just to be in the game. However it’s increasingly the case that if you don’t track each campaign, group and ad to sales or sales leads, you’re wasting a LOT of money on traffic that doesn’t convert. More about this in a minute.

If you don’t already have my AdWords Toolkit, I strongly encourage you to get it – go to www.perrymarshall.com/google. It offers a great deal of insight into what works, what doesn’t, and how you can squeeze every penny out of this competitive new medium.

Here’s a tidy summary of the approaches you can use when you’re up against stiff competition:

Keywords:

• It’s not enough to bid on 10-20 keywords. If you do, you’ll only be bidding on the most obvious, most expensive ones. As a rule of thumb, you should try for at least 200, and use 3rd party keyword tools like Keyword Blizzard, WordTracker and Overture’s Search Term Suggestion Tool to generate them. That’s how you pick up the 5 cent clicks.

• Phrase matching is extremely powerful. Using “quotes for phrases” or [exact match for phrases] will usually get you into some nooks and crannies that shave your bid prices.

• In any market, there are highly specific, high priced words, that everyone is bidding on – and there are low priced, general words that most people can’t get to work. For example, “golf clubs” is expensive but “golf” is cheap. You can get a lot of cheap traffic on “golf” – IF you use an opt-in and information marketing strategy to cultivate a relationship with the visitors. However, throwing golf clubs and an order button in front of those people is not going to work well.

Ad Copy:

• Every single word in your ad matters, and makes a measurable difference. Even the capitalization of each word makes a difference. Split test and find out what works.

Bidding Strategy

• Don’t aim for the top position. That usually gets you to a point of diminishing returns. 2-4 is usually best, and if bid prices are sky high, then 6-8 is good.

Your Sales Process:

• Ultimately the whole game comes down to the quality of the sales process on your website. When people land on your web page they need to get an attention-getting message and a well-thought out, compelling sequence of events and a definitive call to action.

• As the PPC market matures, it’s going to be more and more important to focus on the opt-in – getting permission to communicate with people, then developing a relationship with them – than just getting a quick sale. When there are a lot of bidders, the people who develop ongoing relationships and accomplish more than just the first sale, will be the only ones who can survive.

Além de vídeos já existentes no YouTube, os candidatos John McCain e Barack Obama começaram também a comprar anúncios no Google via programa AdWords, atraindo a atenção dos internautas em assuntos relacionados as suas propostas de governo.

Imagina se a moda pega aqui no Brasil, você digitaria "Taxa" no Google quem será que iria aparecer?

Fonte: Valleywag

This resource is a guide to the terms used in the world of search advertising, with a special focus on the basic concepts of search engines, search-based advertising metrics and pricing. We hope you find the guide helpful as you explore this innovative way to advertise your business.

This glossary includes terms relating to these topics: 

• Search Marketing
• Targeting
• Metrics
• Pricing
• Placements
• Advertising on Google
• Search Engine Basics
• Interactive Ad Format  

--------------------------------------------------------------------------------
Search marketing (Back to Top)

When you advertise on a search engine, you purchase keywords that relate to your product or service. Internet users type in your keywords and see your ad on the same page as their search results. Most search advertising rograms enable you to buy a prominent position at the top of the page. Others offer space alongside the search results, or below the editorial portion of the page. These paid placement options are distinguished from paid inclusions.

Query. A request for information, usually to a search engine or a database. The user types in words or topics, and the search engine returns matching results from its database. A query is at the center of every search engine interaction.

Keyword. A specific word, or combination of words, entered into a search engine that results in a list of pages related to the keyword. A keyword is the content of a search engine query.

Text ad. An ad designed for text delivery, with concise, action-oriented copy and a link to your website. Because they are not accompanied by graphics, text links are easy to create and improve page download time. Also known as a sponsored link.

Call to action. Ad copy that encourages users to take a defined action. Examples range from "Click here" or "Buy now" to "Enter now to win a free trip to Hawaii" or "Click to download a free white paper."

Landing page. An active web page where Internet users will "land" when they click your online ad. Your landing page doesn't need to be your home page. In fact, ROI usually improves if your landing page directly relates to your ad and immediately presents a conversion opportunity — whether that means signing up
for a newsletter, downloading a software demo, or buying a product. Also known as a destination URL or clickthrough URL.

Paid placement. Guaranteed listing with high ranking among search results, usually in relation to specified keywords. In response to recent FTC guidelines, many search engines clearly identify paid placements as "sponsored links," listing them separately from the editorial portion of the results page. Paid placement programs are typically based on CPC or CPM pricing, with higher overall costs than paid inclusion. Also known as pay-for-placement.

Paid inclusion. Guaranteed inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Paid inclusion pricing is typically based on a flat fee or index fee.

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Targeting (Back to Top)

Targeting enables you to show your ad only to those users who specify particular keywords. Search advertising also enables you to target your ads to the right customers at exactly the right time—when they are looking for your product or service. Targeting works hand in hand with relevance to improve the effectiveness of your search advertising campaign.

Relevance. A measure of how closely a search result – or a search ad – matches the user's query. Relevance is key to harnessing the power of search advertising. The more relevant your ad, the more likely the audience will be motivated to respond to your call-to-action. At the same time, the relevance of your ad and your ad's landing page can enhance the user's search experience, while irrelevant ads can cause users to ignore advertising altogether.

Geo-targeting. The distribution of ads to a particular geographical area. For example, you can use a place name in your keyword, such as "Minnesota multimedia" or "Sacramento farm equipment." Some search engines allow you to target specific countries – and languages – without using keyword relevance.

Keyword matching. Methods of selecting and organizing your keywords to match the user's query. Four types of keyword matching options can help you refine your ad targeting:

Broad match. This is the default option. When you include keyword phrases – such as tennis shoes – in your keyword list, your ads will appear when users search for tennis and shoes, in any order – and possibly along with other terms.

Your ads may also automatically show for expanded matches, including synonyms and plurals. This means that Google will analyze your keyword list, ad text, and millions of daily Google search queries, and show your ads for relevant terms and variations (such as tennis sneakers), even if you didn't include these terms in your keyword list.

Broad matches are often less targeted than exact or phrase matches. If you decide to run your ads on broad-matched keywords, we recommend creating keyword phrases containing at least two descriptive words.

Exact match. The search query must exactly match your keyword. This means "tennis shoes" will only match a user request for "tennis shoes" and not for "red tennis shoes," even though the second query contains your keyword.

Phrase match. Your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would include "red tennis shoes" but not "shoes for tennis."

Negative keyword. Negative keywords allow you to eliminate searches that you know are not related to your message. If you add the negative keyword "–table" to your keyword "tennis shoes," your ad will not appear when a user searches on "table tennis shoes." Negative keywords should be used with caution, as they can
eliminate a large portion of a desired audience if applied incorrectly.

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Metrics (Back to Top)

The objectives of your search advertising campaign will include some combination of quantity- and performance-based metrics. Many of these measurements, such as impressions or clickthroughs, are also the basis for ad pricing models on search sites.

Target audience. The intended audience for an ad, usually defined in terms of specific demographics (age, income, etc.), product purchase behavior, product usage, or media usage.

Universe. The total population of the audience you're measuring.

Impression. An ad served to a user's browser. Number of impressions determines the cost of online ads in CPM pricing models. Also known as an exposure.

Reach. The total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.

Share of voice. A relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.

Unique user. A single individual or browser who accesses a site or is served unique content and/or ads. Unique users can be identified by user registration or cookies. Also known as a unique visitor.

Repeat visitor. A unique visitor who has accessed a website more than once over a specific time period.

Frequency. The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies to track frequency.

Clickthrough. The action of clicking an ad element and causing a redirect to another web page.

Clickthrough rate (CTR). The number of clickthroughs divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your CTR is one percent if 100 people are shown your ad and one person clicks through to your site. CTRs typically range from 0.5 percent for banner ads to 3.0 percent for text links. Also known as ad impression ratio or yield.

Return on investment (ROI). The benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.

Conversion. A defined action in response to your ad's call to action. A conversion may be a sale, or it could be a registration, download, or entry into your lead database, depending on the goal of your campaign.

Conversion rate. The number of visitors who respond to your ad's call to action divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your conversion rate is one percent if 100 people are shown your ad, five people click through to your site, and one person makes a
purchase.

Tracking. Online advertising opens the opportunity to track audience response throughout the life of your campaign. Tracking and reporting tools can help you learn as you go, so you can refine your ad creative, placement options, and spending levels if you're not seeing the results you expect. The publisher of your ads typically will provide reports on ad impressions and clickthrough. For additional analysis of your traffic and actual customer conversion rates, you'll need to build tracking mechanisms into your website.

Token. A tracer or tag attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.

Beacon. A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often possible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.

Cookie. A file on the user's browser that uniquely identifies him or her. Use of cookies on your site makes it possible for you to identify return visitors and track their web actions.

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Pricing (Back to Top)

Costs for search advertising are based on ad delivery—usually measured in CPM—or on actual ad performance. Performance-based pricing relies on a set of agreed-upon metrics, such as cost-per-click (CPC), a percentage of online revenues, or delivery of new sales leads. Some publishers also offer hybrid models, which combine the benefits of CPM and performance-based pricing.

Cost-per-1000-impressions (CPM). Pricing based on number of impressions served over a period of time. A $50 CPM means you pay $50 for every 1000 times your ad appears. ("M" is the Roman numeral for 1000.) Also known as pay-per-impression.

Cost-per-action (CPA). Pricing based on the number of actions in response to your ad. An action may be defined as a sales transaction, a customer acquisition, or simply a click. Also known as cost-per-transaction. CPA may also refer to cost-per-acquisition.

Cost-per-click (CPC). Pricing based on the number of clicks your ad receives. A typical range is 5 cents to $1 per click. Also known as pay-per-click. CPC may also refer to cost-per-customer.

Cost-per-lead (CPL). Pricing based on the number of new leads generated by your ad. For example, you might pay for every visitor that clicks on your ad and successfully completes a form on your site.

Cost-per-order (CPO). Pricing based on the number of orders received as a result of your ad placement. Also known as cost-per-transaction.

Cost-per-sale (CPS). Pricing based on the number of sales transactions your ad generates. Since users may visit your site several times before making a purchase, you can use cookies to track their visits from your landing page to the actual online sale. Also known as cost-per-acquisition or pay-per-sale.

Referral fees. Fees paid in exchange for delivering a qualified sales lead or purchase inquiry. For example, an affiliate drives traffic to other companies' sites, typically in exchange for a percentage of sales or a flat referral fee.

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Placements (Back to Top)

Whether you want to maximize visibility or minimize costs, search advertising programs offer a variety of placement options to help you meet your objectives.

Inventory. Advertising space available for purchase on a website. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail.

Dynamic rotation. Delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads.

Run-of-site (ROS). The scheduling of ads across an entire site, often at a lower cost than the purchase of specific pages or sub-sections of the site. A run-of-site ad campaign is rotated on all general, non-featured ad spaces on a site.

Remnant inventory. Low-cost advertising space that is relatively undesirable or otherwise unsold.

Exclusive. A contract that allows advertisers to purchase all inventory on a given page or for chosen keywords.

Syndication. An option that allows you to extend your reach by distributing ads to additional partner sites.

Insertion order (I/O). A contract that specifies the details of your search advertising campaign, including placements options, keywords, ad creative, landing page, pricing, geo-targeting, and language options.

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Advertising on Google (Back to Top)

Google currently reaches the largest search audience in the world. With an index of billions of web pages, images, and other file formats – combined with the industry's most advanced search technology – Google is the fastest and easiest way to find relevant information on the Internet.

Placement on Google search results is determined by Google's unique PageRank™ technology, a system for ranking web pages that was developed by Google's founders, Larry Page and Sergey Brin. PageRank indexes a web page by measuring its "importance" as determined by the number of pages that link to that page and
the importance of those pages. Google combines PageRank with sophisticated text-matching.

Google AdWords™ Program. A flexible program based on cost-per-click (CPC) pricing, with dynamic placement at the side of Google search results. You set a maximum CPC and only pay when a customer clicks on your ad, no matter how many times it is shown. A syndication option allows top-performing ads to reach users
on Google's network of search and content sites, including AOL, Ask Jeeves, EarthLink, AT&T Worldnet, CompuServe, Netscape, ABC.com, and About.com. AdWords enables you to manage the details of your campaign over the Internet at any time. For advertisers with more extensive campaigns and larger budgets, Google provides a full suite of premium strategic services.

For more information about Google search advertising opportunities, visit
www.google.com/ads

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Search Engine Basics (Back to Top)

A search engine is a program that helps users find information on the Internet. An automated system sends out a spider to the web and collects site links for its database. When a user types in a keyword or combination of keywords, the spider sorts through the database and ranks the websites in order of relevancy.
A search engine is distinguished from a directory and a portal, because its pages are generated by an automated program rather than by human editors. Popular search engines include Ask Jeeves, AltaVista, Lycos, and Google.

Spider. A program that automatically fetches web pages and feeds them to search engines. (It's called a "spider" because it crawls around the web.) Because most web pages contain links to and from other pages, a spider can start almost anywhere. As soon as it recognizes a link to another page, it goes off and fetches it. Large search engines have many spiders working simultaneously. Also known as a crawler.

Robot. A program that runs automatically without human intervention. A robot is typically endowed with some artificial intelligence, so it can adjust to the various situations it may encounter. Two common types of robots are agents and spiders. Also known as a bot.

Search optimization. Tactics and techniques that make it easier for spiders to find your page, contributing to higher ranking on a list of search engine results. Basic optimization starts with listing relevant keywords in your metatags and building clear and descriptive words into page copy, title, text hyperlinks, and image file names. It's also important to design your site on a logical link structure and follow standard HTML conventions, avoiding the use of frames, dynamic URLs, Image Maps, and JavaScript for navigation.

Directory. A compilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are the Google Directory, About.com, and the OpenDirectory Project.

Portal. A web page that works as a starting point for a user's session on the Internet. Portals typically include a directory of websites, access to web services and shopping sites, and search functionality powered by a search engine provider. Example of portals are AOL, Netscape, CompuServe, and EarthLink.

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Interactive Ad Formats (Back to Top)

Text-based ads on search sites complement a broad selection of ad formats that encourage Internet users to take immediate action. The Interactive Advertising Bureau (IAB), a nonprofit trade association devoted to the use and effectiveness of online advertising, offers standards and guidelines for many of the following dynamic ad formats, or interactive marketing units (IMUs).

Banner ad. A graphic image, usually a GIF or JPEG, that can be placed anywhere on a web page, most frequently centered across the top. The tile ad is a smaller counterpart, typically grouped with other tile ads along a side margin. The standard banner ad is 468 x 60 pixels; the most common size for tile ads is 125
x 125 pixels.

Expandable banner. A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner.

Beyond-the-banner. Any advertisement that is not a banner, such as an interstitial or a pop-up ad.

Button. A clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player.

Skyscraper. A tall, thin ad unit that runs down the side of a web page. A skyscraper can be 120 x 600 pixels or160 x 600 pixels.

Pop-up ad, also Pop-under ad. An ad that appears in a separate window above or beneath the user's current page. A pop-under ad is concealed until the top window is closed, moved, resized, or minimized. A pop-up ad is similar to a daughter window, but without an associated banner.

Shoskeles. An animated ad that moves across the browser, usually with sound effects. It animates only long enough to play a message before settling into a stationary ad on the page.

Interstitial ad. An ad page that appears for a short period of time before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page.

Daughter window. An ad that runs in a separate window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears a moment later.

Click-down ad, also Click-within ad. An ad that allows the user to stay on the same web page, while viewing requested advertising content. Click-downs display another file on the user's screen, normally below or above the initial ad. Click-withins allow the user to drill down for more information within the ad.

Floating ads. An ad that appears within the main browser window on top of the page's normal content, appearing to "float" over the top of the page.

Animated ad. An ad with movement, often an interactive Java applet or Shockwave or GIF89a file.

Jump page ad. A microsite reached by clicking a button or banner. The jump page itself can list several topics, which can link to your site.

Content integration. Advertising woven into editorial content or placed in a special context on the page, typically appearing on portals and large destination sites. Also known as web advertorial or sponsored content.

Original document available at:
http://scholar.google.com/ads/glossary.html

 

 

S'middags zijn we met onze vragen over Friesland en haar vindbaarheid op het internet naar Fryslân Marketing gegaan om het één en ander te vragen over imago-onderzoeken, dé vindbaarheid zelf van Friesland en de vraag naar campagnes die Fryslân al eerder heeft uitgevoerd en wat haar resultaten waren.. Een belangrijk gegeven is dat ze een imago onderzoek gehouden hebben onder 350 niet en 350 wel bezoekers van Friesland.. De 350 niet bezoekers dachten bij Friesland aan: koeien in de wei, stugge mensen en veel water. De 350 wel bezoekers dachten aan: vriendelijke mensen, lekker eten (jah jah.. vast bij de Drie..)  en de prachtige elementen..

Hier zouden we inprincipe wat mee kunnen doen met ons project:

Friesland beter vindbaar maken op het World Wide Web..

Groeten,
Hans(ki)

It looks like the warnings that were given from Washington DC to Google (Mountain View) about breaking anti-trust regulations have an effect on the decisions by the two internet giants.

The deal was for Yahoo to display Google Ads (Adsense) on parts of the yahoo site and the intention was for this to start this month, until it was postponed by Google.

Google liked the deal a lot and made it very obvious through comments from chief executive Eric Schmidt recently. He stated that "Time is money in our business" while the official release from Google today states that "a brief delay" is going to be needed.

It's going to be interesting to see what is going to be the effects from this this news on the internet giants financially.

Rule 1: Don't have a "loading" page

Rule 2: State clearly in the top third of your home page who you are, what you do and why a visitor should stay on your site when they can visit a million others.

Rule 3: Choose your website colours and fonts wisely. Ensure they do not clash and that your site is easy to read for all visitors.

Now for this week's gems.

Golden Rule Four

Plan your navigation carefully. I suggest doing this in stages. Invariably once your website goes "live" you will find you have missed something or want to add more pages/sections. So take your time planning the structure of your website. After a few attempts, and re-visits, you should come up with an exhaustive list of possible pages. Segment theses into "must haves" and "like to haves" and you can build your website in stages if you do not have the budget or time to do it all in one go.

It is vitally important that you prescribe the journey you want your visitors to take. If it is a product you are selling that you want them to buy, determine what information they will need to bring them to the point of purchase then provide the pages and information to facilitate the purchase. Test this on your friends to make sure you get it right. For example, there is no point getting a visitor to the check out stage only to find they opt out because the price you display at this stage is a big enough barrier for them to decide not to buy. If the visitor requires knowing the price before this point, tell them. Don't make them fish for the information they need to make a buying decision.

Golden Rule Five

Content is king. Write your content based on two important factors. What your visitors will want to know and what Google will want to know. Writing for the web is an art and most of the time I would encourage you to engage the services of a professional to get this right. Well written content will make the difference between an average website and a fabulous website.

Remember that humans will only read between 10-30% of what is written on the page. Google will read EVERY word. And the words you write will be what Google uses to determine your website's relevancy and therefore rankings.

Do not skimp on content. Aim for 150-250 words per page on EVERY page. Pages without content are harder to optimise and in turn rank. When you write about your product/service use relevant keywords in abundance. For example, if you sell children's toys instead of writing:

"Our website provides toys of all kinds for all situations" write "Our site, Children's Toy Shop, provides toys, games, play equipment and more for children and babies of all ages."

Or if you are a gymnasium or personal trainer, instead of writing:

"Our gym is the best local gym for you" write, "Our gym, Bob's Fitness World, located in Collingwood, Melbourne, provides tailored fitness and weight loss programs for men and women to achieve all levels of fitness goals at a pace and price that suits you."

Decide what you want to be found for, e.g. gym, fitness, weight loss, then write your page content around those keywords.

Golden Rule Six

Categorise content well. Do not try to put too much information on just a few pages. Make the pages specific to one topic. Using the gym example again, have a different page for each area of fitness, weight loss, body building, personal training, fitness classes, location, etc etc. Do not cram all the content together. This benefits your visitors by providing clear delineation of information and this helps your Google rankings as Google will determine that the content is RELEVANT as each page focuses on just one area. You can then build Google AdWords campaigns around individual pages which will produce more effective and less costly advertising than if you group everything on fewer pages.

More gems next week.

Lisa Evett

Director

Marketing Bliss

www.marketingbliss.com.au

The following day I had a lead from our website and we had a great chat with the lady - she wanted to optimise her new site, manage her Google Adwords and also, create a new website. Great job, I said to myself, I sent her a proposal and she came back to me the same day that she wants to go ahead and that she will contact me in a few weeks as soon as she fixes some issues with her business, as she was in the process of redeveloping her premises and had to wait till the works get finished.

Great, isn't it? And I would nearly forgot about my prayer - it just jumped to my mind and then I realised - it worked! Thanks, God, and I know this is just one of your small/big signs of your presence here and of your love to me. Please, let me know if I can do something for you.

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Below I outline each providers’ offerings not according to their search advertising market share but instead according to their level of geotargeted advertising product development.

Google’s advertising product and its geo-targeting capabilities have one distinct yet obvious feature the other’s lack:

An actual map for geo-targeting the location of your ads and where they will be shown!

With Google Adwords, advertisers can target their ads one country at a time through Google’s Country Geotargeting tab, or choose to bundle their ads for display in multiple countries at once with Adwords Bundle Geotargeting feature.

Google Search Advertising Bundle Geotargeting

Google Adwords advertisers who advertise in specific markets nationally or regionally can target their ads by metropolitan area or by city.

Although not referenced, Google’s metropolitan area targeting looks slightly similar to the Designated Market Area system developed by Nielsen Media Research which incorporates Nielsen’s broadcast media markets and distribution scheme.

For its City geotargeting option, Google surrounds the target city with a square.

Google custom geotargeting by far provides the highest level of geotargeting available from any search advertising provider.

Custom geotargeting lets advertisers create their own custom advertising distribution area within any market.

Google search advertisers can simply point and click three or more points on their advertising map and Google does the rest for them - creating a custom advertising distribution area through latitude and longitude coordinates.

How do the other search advertising providers’ geo-targeting features stack up compared with Google’s?

Yahoo and Ask both offer advertising geo-targeting options but both to a lesser degree.

Yahoo offers geotargeting to it advertisers by account market area and specific regions. Account market area is established by the advertising account holder when the open their account. Both account market area and specific region areas are organized by country, state, province or territory.

The Yahoo specific region feature geotargets its advertising through the Designated Market Areas system licensed from Nielsen Media Research.

Where is the Yahoo Search Advertising Geotargeting Map?

Yahoo offers a Map View tab of specific regions geotargeted by its advertisers yet I haven’t ever been able to view an actual Yahoo map showing where my advertising has been geo-targeted and placed.

I can’t imagine why Yahoo search marketing would place a “Map View” tab in their Campaign settings geo-targeting page yet not actually provide a map view.

Ask provides its advertisers with Location targeting which is also based on Nielsen’s Designated Market Area system.

Ask doesn’t provide a map showing advertisers locations of their geo-targeted advertising.

However, and to its credit - Ask does provide a geotargeting feature direct marketers like myself would like to see from other search advertising providers like Google Adwords – Postal Code targeting.

Postal Code Targeting or Zip Code targeting here in the US would allow direct marketers and brands alike another level of advertising targeting, delivery and thus control.
At this point you may be wondering why I chose to cover Microsoft’s adCenter search advertising geotargeting product last even though it has a larger share of the search market than Ask.

Why have I listed Microsoft's advertising geotargeting product development last?

Because Microsoft’s search advertising product does not offer its advertisers geotargeting options let alone any other kind of geographic ad targeting.

Will Microsoft ever offer advertising geo-targeting features to its advertisers?

If not, why?