was taking a decent investment in time and money. I then started a pay per click
campaign to test a ton of terms. As it turns out the conversion rate for the words
we thought we needed were not great. There were a couple other terms with lower
search frequency and less competition which converted exceptionally well.
Had we not done pay per click marketing we may have never properly focused our
SEO efforts. In less than a month on about $300 we increased the productivity of
the site ten fold.
The only way to be certain of anything in marketing is to test it. Pay per click
marketing allows you to test real time with the fastest feedback loop of any
marketing medium in the world.
What is Pay Per Click?
In 1998 Overture pioneered the idea of selling search ads. You could buy search
results for as low as a penny or two per click. This system has quickly evolved into
one of the worlds most competitive marketplaces.
Why Use Pay Per Click?
Sometime you can not afford to...or simply do not want to wait. Pay per click
search engines allow you to list atop search results quickly. This will allow you to:
• Prototype ideas to track demand before you invest into a new business
model or are stuck footing the bill for a new site.
• Quickly gather feedback on market conditions.
• Split test to a live audience and gather results in real time.
You can use Google AdWords to offer a free white paper about some topic from a
one page website. If nobody is interested in downloading your white paper or you
can not seem to get enough clickthroughs then odds are:
• the market is not yet ready for your product
• or you are marketing it from the wrong angle
• or you are marketing it to the wrong people
Who Should I Trust in Pay Per Click?
There are a few major players in the pay per click arena. Overture (as of writing
this) currently has network partnerships that span Yahoo!, InfoSpace, AltaVista,
6 SEO BOO K
AllTheWeb and many other partners. Google AdWords has a larger distribution
network across Google, AOL, About, Earthlink, and many others sites...even a few
of my own. Microsoft is a new player in the market, but their limited syndication
network means their traffic quality is high.
For the sake of this report I am only going to cover Google AdWords, Yahoo! Search
Marketing, and Microsoft AdCenter.
Amazon.com allows you to advertise contextual ads on their site via ClickRiver.
There are also a few other pay per click search engines (Ask, Business.com, Miva,
Kanoodle, Enhance Interactive, 7Search, Findology, Search123, Epilot) that may be
well worth a look after trying Google, Yahoo! and MSN. While beginning pay-per-
click advertising, I would recommend only using Google AdWords, Yahoo!
Search Marketing, and Microsoft AdCenter.
Sometime you can not afford to...or simply do not want to wait. Pay per click
search engines allow you to list atop search results quickly. This will allow you to:
• Prototype ideas to track demand before you invest into a new business
model or are stuck footing the bill for a new site.
• Quickly gather feedback on market conditions.
• Split test to a live audience and gather results in real time.
You can use Google AdWords to offer a free white paper about some topic from a
one page website. If nobody is interested in downloading your white paper or you
can not seem to get enough clickthroughs then odds are:
• the market is not yet ready for your product
• or you are marketing it from the wrong angle
• or you are marketing it to the wrong people
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