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April 20, 2011

Search Engine Advertising – A Good Investment?

search-engine-marketing

I want to introduce you to a beginner’s guide to traffic generation by using paid-for ads on search engines. Now I have to be honest and say most of my experience has been really with Google Adwords primarily, however I’ve done some with Yahoo, which has returned some very good, cost effective results. Try them all and then decide for yourself.

Little Bit of History For You

Overture, which is now owned by Yahoo, basically created P4P (pay for performance), as we know it today. They realized and anticipated the growth in online shopping, that activity would increase dramatically, and advertising was going to be huge because of all the online businesses.

You need visibility to get web surfers to visit your site to buy, join your list etc. Placing ads that can send visitors to your sites not only increase sales, but traffic as well. Yahoo now has this service (since buying Overture some years ago), which allows ads for companies or websites to be visible in response to certain keywords that are entered by the browser.

More Visitors Helps Your List Building Activity

Any company can drive more traffic to its site by making use of this service. More traffic means that you’ll get more people seeing the pages of your site and getting the benefits of your site’s info, or better yet, buying your products or joining your list. If you’ve got a high volume of traffic, then it makes building your list somewhat easier and quicker as well. Naturally the advantage of getting people onto your list is that you are then able to market to them on a regular basis with the hope that they are not just one off customers, but over time will buy further product from you, and a website owner they have come to trust. Hence the phrase “the money’s in the list.”

The lifeblood of every website is to get a large and consistent traffic flow to the website. Visitors to your site are vital obviously, and if you can get as large a number as possible who are targeted (i.e. they have an interest in whatever your site is about) using internet marketing tips like these, it will help towards getting sales and increased awareness of your site’s products or services.

So How Does it Work?

Yahoo Overture works in basically the same way as Google Adwords. Both services use searches based on keywords and keyword phrases to place ads on sites that are relevant.

The browser’s keyword selection will determine what results come up. When you do a search, you’ll see ads on the right side of the results page. At the top of these ads will be paid ads. These are ones where the company or website has paid for them to be listed for that keyword or phrase.

Let’s look at an example. Imagine that you have a site that sells retail and wholesale auto parts. You can choose certain keywords that will bring up your ad when they are searched. When somebody types in, for example, Ford Explorer your ad comes up because you’ve chosen the phrase Ford Explorer for your ads.

Using this technique, you don’t have to worry so much about optimizing your site’s content for search engine optimization. However, in my opinion an important internet marketing tip is you should SEO your site anyway, as highly optimized sites will always rank better and can take advantage of changes in web technology that are bound to come about from time to time – so do it anyway.

By using Yahoo/Overture it’s possible to get your list listed on the first page, obviously depending on how competitive your keyword choice is and the budget you have to spend. A word of caution here – keep your budget very small and tight until you have tested the system. However, using search engine advertising is a quick way to get more traffic to your site. But obviously the best plan is to use SEO and other free methods of traffic generation as well.

OK So What’s The Cost?

The only trouble is that you’ll have to spend some cash to use this method. Yahoo/Overture has a number of different pricing options, depending on the number of keywords your ad has in it, or the number of times you get clicks. They also offer deals that allow your ads to show up on third party sites and not just search engine results pages. Visit their site to check out the current costs.

As far as the third party sites go, they’ll put your ads on sites that are relevant to yours. In other words, they are going for the same or similar keywords. This ensures that the people who might be interested in your site will see it. It would be meaningless for them to put your ads on an unrelated site.

Invest in Your Business’s Future

You can and should see this money as an investment. The idea is to pull more visitors to your site, and thus to increase sales. When it works, you will make good on the investment. The trick then is to work on your site so that those clicks turn into cash. In other words, don’t just get them there; get them buying and joining your list.

They say it takes money to make money. Actually, there are a number of free or low-cost ways to drive traffic to your site. But using Yahoo’s Overture (and the other search engines ) can help you get there faster. It offers quicker traffic on a bigger scale. If you don’t want to wait around for the search engines to start finding your site, it can be well worth the money!

So there you have it, Internet marketing tips like these are all about using the arsenal of tools, tips and methods to quite literally ‘market’ your site.


Toby Russell, Internet Marketer, Publisher & Property Investor offers tried and tested methods to help you succeed on line. Find out how to drive huge amounts of targeted traffic to your own Internet Marketing business with his popular Free step-by-step Special Report. Chapter 12 tells you how to use PPC advertising, available at => http://www.startinternetmarketingonline.com

One Response to “Search Engine Advertising – A Good Investment?

    When using Yahoo Overture V Google Adwords. I do prefer Google Adwords or Overture. What I do dislike of Google is the new interface of analytics. Really had to add new domain name, sure it’s a design fault.

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