Sunday, December 23, 2007

The 'Matrix' Help For Keyphrase Analysis

Keyword analysis is a major part of search engine marketing.Choose the right key phrase,check the market and calculate the ROI in terms of time and money.I am just trying to redefine "The Boston Matrix" in terms ofkeypharse analysis, hoping that it will help in your investments.There are three steps to it,1. Market2. Competition3. Conversion RatioLet me explain it one by one:-Market: Check different key phrases using suggestion tools likeword tracker,inventory.overture.com/d/searchinventory/suggestion/or www.espotting.com/popups/keywordgenbox.asp , it doesn't have to be perfect as we are just looking for keyphrases with high search shares.Choose as many as possible with promising market.Google's Adword can also be used.Competition: Search in Google or yahoo and see how many sites are listed under respective key phrase search.For example when I search for 'key phrase' in google it says, - Results 1 - 10 of about 4,800,000 for 'key phrase'- this gives the primary idea of the competition. Take the first ten websites in SERP and check the following factors:-1. Back Links (directly proportional to PR)2. Saturation3. Ranked Page's onpage attributes like Title, keyword density etc.Competition is directly proportional to Back Links, saturation and onpage factors but I consider the back links more crucial as achieving better saturation level along with onpage optimization is comparatively easier to obtain.Conversion Ratio: If 100 visits are made to your website from a key phrase, how many will get converted (sigup or buy).For example the key phrase 'mortgage quote' will have higher conversion ratio compared to'mortgage rate' as the person searching for 'mortgage quote' is more likely to signup.Create your own 'Boston Matrix' for keyphrase analysis.Create the matrix in the following way:Take a blank paper and pencil. Draw a square about 10cm X 10cm in size. Divide the square into four equal parts(cells). Each of these cells will denote a type of kephrase.Take X-axis starting from the bottom left corner towards right. Take Y-axis starting from the bottom left corner towards top.Name top two cells as C and D . Name bottom two cells as A and B. X-axis denotes Search Market. Y-axis denotes Competition.Values on X-axis will be from high to low from left to right. Values on Y-axis will be from low to high from bottom to top.Thats it - now you are ready to analyse !C: These key phrases require high investment of time and money but will deliver high in long run. Proper strategy and resources are required.D: ROI is very low, its better to avoid such keyphrases in the initial stage of business but at later stage some keyphrases do well without any investment due to the improved standard of the site.A: Low Competition but high market. It is with High ROI.Target such keyphrases as it generates the money to survive and invest on other cells of the matrix.B: You may choose not to invest at the initial stages of business as many of these keyphrases will automatically make it to top with time without any investment. After making few A's and C's, check the investment required for B.
Summary:In the initial phase of your business invest on 'A's,later invest on 'B's and 'C's. I will advice not to invest on 'D's until it starts appearing in top ranks with time. In marketing we say that retaining a customer is tougher than getting a customer. Similarly if making it to top ranks is tough,then tougher it is to retain the position. So do proper risk analysis at every stage of your online business.

Sunday, December 16, 2007

The Difference Between Google AdWords & AdSense

A lot of people are confused about the difference between Google's AdWords and AdSense programs. And many times, I have seen web sit owners putting AdSense ads on their sites when it really makes no sense to do so. So, I wanted to give you a brief explanation of the differences between the programs and let you know when it does make sense to put AdSense on your site.

AdWords is a pay-per-click advertising program where you bid on keywords and write ads that appear on Google when people type in those keywords. When someone clicks on your ad, you pay Google however much you bid on the keyword.

AdWords can bring your site instant traffic. You've probably seen these ads on Google on the right-hand side of the screen under "sponsored links" whenever you search for something.

The AdWords program is ingenious in the fact that it is one of the only forms of advertising that lets advertisers target people who are looking for the exact thing they carry. If done correctly, a smart Google AdWords campaign can bring highly targeted traffic to your web site.

AdSense is a program that lets Google put AdWord ads directly on your web site. What Google does is determine what your web site is all about and it places text and image ads that are relevant to your web site.

When someone clicks on the ad on your site, you make money.

When You Should Put AdSense On Your Site

As a rule of thumb, AdSense is a good idea if you have a content site (meaning you aren't selling anything). Many people have sites that are informative in nature. Google's AdSense program allows people with these kinds of sites to earn a little (or a lot depending on how popular the site is)of money from the site.

But putting them on your business site is a bad idea.

Here's why:

By putting AdSense ads on your site, you basically become a billboard for your competitors.

Imagine Home Depot putting up a large billboard in front of its store for Lowe's.

That's what a site owner is doing when they put AdSense ads on their site. You are putting up advertising for competitors in your field.

So, remember: if you have a content site, AdSense is a good way to earn a little extra money. But if you're selling something, forget AdSense...

...but by all means use AdWords.

It's a great way to get traffic to your site...in a hurry.

Source: http://www.articlecircle.com/ - Free Articles Directory

Sunday, December 9, 2007

What You Need To Know When Gambling With AdWords

Playing the AdWords game is a very big risk. Why? Because you’d have to spend a certain investment to generate the visitors that you need. For example, you will set a budget of $50 per week, and you have set out to pay the PPC program $0.05 per click. This means that, more or less, your PPC campaign will generate 100 visitors for that week. 100 visitors may not be a lot, but if you’re willing to spend that much, the reasoning that most internet marketers have is: why not? But here’s the catch. How can you be sure that those 100 visitors are what you can consider as quality visitors? How can you be sure that those 100 visitors will actually equate to profit somewhere down the line, if not immediately?

But An AdWords Campaign Can Be Very Profitable

Don’t get me wrong, however. An AdWords campaign can be very lucrative. It can create a windfall of profits for your online enterprise… if you know how to play the game.

The fact is, a lot of people fail with an AdWords campaign because they do not know how to proceed with the same. Whenever you are dealing with opportunities that require a stable and consistent injection of investments, you are playing with fire. If you do not take the necessary precautions, you will get burned.

How Can You Succeed With The AdWords Gamble?

The first step in conquering the AdWords game is in preparing your mindset. If you’re expecting immediate profits, then give up on this option right now. Though immediate sales is very much possible, bear in mind that there are more ways by which you can earn from your AdWords campaign.

The visitors you will be able to generate from your AdWords campaign are good for three things:

1. As immediate customers if they’d decide to buy something from you as soon as they visit your website;
2. As leads you can capture and follow up on so that they may decide for themselves if they’d want to purchase your future offers or not; and
3. As catalysts for a viral marketing campaign which will eventually spread the word about your business – free of charge.

With these in mind, you can now maximize the value of every click. If you’d be willing to pay $0.05 for every click, we must ensure that we get the most out of our $0.05.

Building Your Website Based On The Proper Mindset

Having the determined the true worth of each click, you can now proceed to building a website that will capitalize on everything that every click can offer.

Playing the AdWords game is not just about bidding for keywords and drawing your credit card to pay the program for every visitor they’d send your way. Your website should likewise be optimized to make the most out of every visitor that you will be able to generate.

A direct sales page is great for immediate sales.

But what if your visitors aren’t interested with the products you currently have?

Alas, you can establish an opt-in system and integrate the same in your website. This way, you’d be able to capture the contact details of your visitors so that you can send them an email in the future promoting your other products. You can even use this method to warm them up for a future sale.

You can also give them a valuable product for free. This way, they’d be encouraged to tell the members of their respective network about your website, and you’d be able to generate a lot of new visitors – without spending a single cent this time.

Indeed, you can use your AdWords campaign in such a way that no visitor will be totally lost, even if they won’t decide to purchase any of your offerings for the time being.

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