Google AdWords & Yahoo! PPC Tips: Search Engine Optimization Book - What is Pay Per Click,Yahoo! Search Marketing,Ad Writing Tips,Customer Tracking and Bid Management,Google Adwords,How to Improve Clickthrough Rate and Slash Google AdWords Costs, and more

Table of Contents
Pay Per Click 1
Before You Start .......................................................1
What is Pay Per Click...............................................3
Yahoo! Search Marketing ........................................5
Ad Writing Tips.........................................................9
Customer Tracking and Bid Management............12
Google Adwords.....................................................13
Bonus Info: How to Improve Clickthrough Rate and Slash Google AdWords Costs to Maximize Profits:.....................................................................19
MSN AdCenter ........................................................30
Resources Cited .....................................................30
Some Notes.............................................................34

This is a free excerpt of the SEO Book covering the pay per click search engine market.

The entire SEO Book covers many other search engine marketing strategies such as:
• Keyword research
• Choosing a domain name
• Placing keywords in your page copy
• Website submission
• Link building
• Effectively using SEO tools
• Tracking your progress
• and many other topics…

Go to SEO Book.com to get your full copy of The SEO Book today.
This chapter is essentially the same as the PPC chapter of The SEO Book. The one major difference between the two is that this guide has affiliate links in it to cover some of the costs of formatting, updating, and giving away this information. The SEO Book does not have affiliate links in it, although the same tools are recommended in both documents.

Disclaimer: The information provided in this guide is useful and helpful to the best of my knowledge. The author of this free guide shall not be held liable for the use or misuse of information contained within.

SEO BOO K Chapter
1
Pay Per Click
P
ay per click search engines can give you instant traffic and allow you to test new business models in real time. The pay per click market is competitive though. It is worth spending an extensive period of time learning how to write and target ads, tracking your competitors, and doing deep keyword

research before jumping in.
Before You Start
Metrics Based Marketing:
PPC search engines provide a highly trackable marketing medium. Frequently people begin marketing without any idea as to the approximate value of a click. If you do not set up a value range and track the results you have no way to distinguish good marketing from bad marketing.

To know the value of a click you need to decide what the goal of your marketing is. If you are just branding then you should expect to lose money and tracking may not be that important.

If you are using pay per click search engines for direct product marketing you need to know how much each click is worth.
Typical Conversion Rates:
Lead generation sites typically have a conversion rate around 10 to 12%, but can go as high as 30% + if they are properly targeted and exceptionally appealing to visitors. Since little investment is needed to arrive at your website and so many others are just a click away selling stuff the web has a conversion rate similar to direct mail advertising. High ticket items have a lower conversion rate and unique cheap items tend to have higher conversion rates. Many stores find typical conversion rates might be anywhere from .3 to 4%.

Doing the Math:
There are a ton of factors that go into click price. It is somewhat hard to measure branding, but ad distribution can help with that. Most other things are tangible.

If you know your average order size, profit per order, and estimated conversion rate you can get a good idea what clicks are worth. Some people also factor in lifetime cost of a customer, but it is harder to measure and there is still enough opportunity in many markets to do your math primarily based on direct return.
Before You Start:
It is a good idea to look at the various ads which are displayed in which order over time. The top guy might be an idiot losing tons of money or a person who is paying an extreme premium for branding.

If ads from affiliate marketers or smaller sites are ranking around the same ad position over the course of a few weeks to a month then they are probably doing something right (generating profits). It is worth it to take a couple weeks to do deep keyword research and market analysis before jumping into pay per click search engine marketing.

You Will Lose Money:
Most clicks end up being failures. Even if you have a 30% conversion rate that means that 7 out of 10 clicks did nothing for you.

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