The Search Light Newsletter
The Search Light Newsletter
  Guiding your site to the top of the search engines | 9 May 2005 - Vol 5 Issue #3  

In this issue...

Beginner's Guide to Pay Per Click Search Engines (Part 1)

FAQ1: Submitting to Regional Search Engine Versions

FAQ2: Yahoo! Cache Date

Exclusive Discount Offer for SEC

FAQ3: Adding Offline Content to a Web Site

Search News: Yahoo! Rebrands Overture

FAQ4: Delays in DMOZ

Beginner's Guide to Pay Per Click Search Engines (Part 1)

By Kalena Jordan

Pay per click (PPC) advertising via search engines has become extremely popular with businesses of all sizes, due to the booming search market and the massive growth in online sales over the past few years.
According to ComScore Networks, online consumer spending for the 2004/5 financial year is expected to top USD 66 billion dollars, up 25% on the previous year. That's right, 66 BILLION dollars! A large chunk of that expenditure will come from leads generated via pay per click search engines.
If you've been thinking about trying out PPC engines but are confused about the different models available and the costs involved, this article will shed some light. I will also explain the newly launched PPC products offered by Yahoo! Search Marketing (formerly operating under the Overture brand).
Below is a current list of the most popular pay for performance search engine advertising models:
1) Yahoo! Sponsored Search - PPC
2) Yahoo! Content Match - PPC
3) Yahoo! Local Sponsored Search - PPC
4) Yahoo! Search Submit Express - Paid Inclusion
5) Yahoo! Search Submit Pro - Hybrid Paid Inclusion/PPC
6) Google AdWords - PPC
7) Google AdSense - PPC affiliate program
8) Looksmart LookListings - PPC
You will find that some of these will provide better results than others. I'm not going to recommend one over another here because results vary widely and really depend on your site content, your market and your budget.
Below is a brief description of each product offering and the minimum cost involved.

Yahoo! Sponsored Search
Yahoo! Sponsored Search is the new name for what was recently called Overture Precision Match. Sponsored Search prominently displays your business in search results on some of the top U.S. search properties. With Sponsored Search, you set the price you're willing to pay for each customer who clicks on your listing.
If you create a keyword campaign and your bid buys their "premium listings" (top 3 positions) for particular keywords or search phrases, your bid buys you top listings on Yahoo's partner sites, (Yahoo, MSN, AltaVista, InfoSpace, Excite, AllTheWeb and a range of news and content portals, such as CNN).
For example, go to AllTheWeb and type in a search for "used cars". Take note of the top 3 spots. Now go to MSN Search and type in a search for "used cars". You'll see that the "Sponsored Sites" listings in the green box at the top (and/or the text ads to the right) contain the same top 3 listings from AllTheWeb. The regular MSN directory listings follow underneath the green box. So basically, purchasing PPC listings on Yahoo! can give you top billing on other major search engines too.
For a monthly fee, listings can be automatically monitored using the Yahoo! Search Optimizer to ensure bid amounts are consistent to attain target positions without going over budget. Volume levels are determined by your budget, as you only pay for the traffic delivered.
How much you pay depends on the keyword or phrase you are bidding on and what position you want to purchase. Each account has a USD20 minimum monthly spend and a USD30 non-refundable initial deposit is required to open the account (which is applied to click- throughs). There is a minimum bid requirement of USD 0.10 per click through and you pay the bid price EACH TIME somebody clicks your ad from Yahoo! and their partner listings.
With the large traffic numbers driven to your site via Yahoo! Sponsored Search, the costs of keyword bid campaigns can quickly add up, so I highly recommend deciding on a total budget so that you can develop a cost effective keyword bid allocation and maintenance plan combining both premium (top 3) and other listings.
Yahoo! provides detailed reporting tools to help you track the performance of the PPC campaign and traffic generated. Yahoo! also offers a special Keyword Selector Tool to assist in the selection of your keywords, a View Bids Tool, where you can see the current maximum bids and listings for the top 3 advertisers on any search term, a PPC ROI Calculator and a CPM ROI Calculator.
Yahoo! offers two sign-up plans, Fast Track, or Self Serve, giving you the choice of expert assistance or starting out on your own. With Fast Track, Yahoo! experts research your website and recommend effective search terms based on the content of your site and Yahoo!'s editorial guidelines. They also create customized ad titles and descriptions based on those search terms. Fast Track has a one time service fee of USD199, while Self Serve is free.
For more information on Yahoo! Sponsored Search, Click Here.
Yahoo! Content Match
Content Match works on the same principle as Yahoo! Sponsored Search, but offers advertisers access to more targeted customers on a pay-per-click basis by displaying their site listings alongside related articles, product reviews and other information on the Content Match partner network.
This network includes sites like Yahoo!,, and Yahoo! Content Match complements Sponsored Search while offering separate pricing.
Yahoo! Content Match works like this:
1) When you sign up for Sponsored Search, your Yahoo! account will be set up to automatically receive Content Match traffic, and your listings are automatically re-purposed for Content Match.
2) When a web user goes to Yahoo! and views content pages (such as articles), Yahoo! provides one or more relevant ad listings on the same page.
3) Users may also be targeted based on their interests and actions. For example, a user who demonstrates an interest in photography-related topics on one site may be provided with photography-related Content Match listings on that site or on other Content Match publisher sites such as CNN and ESPN.
4) Minimum bids start at USD 0.10, and you pay only when a user clicks on your listing.
5) You can manage and track the performance of your Content Match listings from the "Manage Content Match" pages in your Sponsored Search Account once you have completed the Sponsored Search advertiser sign-up process.
6) Separate campaign management, including bidding, ad listing and tracking, lets you adjust your bids and measure performance independent of Sponsored Search to achieve maximum ROI.
7) You can control your advertising spend across your Content Match campaigns with Yahoo!'s Budgeting feature.
For more information on Yahoo! Content Match, Click Here.
Yahoo! Local Sponsored Search
Yahoo! also offers a regionally-focused pay-per-click advertising option. Yahoo! Local Sponsored Search enables both online and offline businesses to potentially increase sales by precisely targeting customers in a specific geographic region.
Local Sponsored Search works best for businesses that are targeting customers in their neighborhood seeking to purchase local products and services via a web site or physical store location.
Local Sponsored Search features a Locator page, which provides prospects with information about your business, including address, phone number, store hours and a map of your location. In addition, if your business has a Web site, your main Web page will be displayed along with the Locator page.
Yahoo! Local Sponsored Search works like this:
1) You select keywords you wish to bid on that best describe your business, products or services. Write listings and choose a geographic range (0.5 to 100 mile radius around your location) from which you want to draw customers.
2) When a customer interested in your area goes to a search site such as Yahoo! and searches for a product or service you sell, your listing appears.
3) When the customer clicks on your listing, they see your Locator page and a link to your Web site, if you have a site.
4) Just like your Yahoo! Local Sponsored Search listing, you only pay your bidded amount when a customer clicks on your listing and there is no monthly minimum.
For more information on Yahoo! Local Sponsored Search, Click Here.
Yahoo Search Submit Express
Through Search Submit Express you can submit one or more web pages for consideration to appear in the algorithmic search results powered by the Yahoo! search engine. This is what is known in the search industry as a paid inclusion model.
Search Submit Express offers a single point of submission for your web pages into Yahoo!, AltaVista, AllTheWeb, and other search portals.
If you have content that has just changed or is updated frequently (such as pricing information or product items), Search Submit Express ensures the most up-to-date content is available to search users by refreshing your URLs every 48 hours.
The program provides detailed reporting and data designed to help you improve your pages, optimize program performance and generate more leads.
Search Submit Express works like this:
1) Submit your URLs for review and pay an annual fee for quality review of your submitted pages. Make sure your pages follow Yahoo's Quality Guidelines.
2) Once reviewed and accepted into the program, your pages are added to a database of sites that powers search results for major web portals such as Yahoo!, Alta Vista, AlltheWeb and others.
3) Submitted URLs are presented in search results based on relevance to search terms.
4) When a user clicks your Search Submit Express listing in search results, you pay a cost- per-click fee for that lead. You must maintain a positive balance in your account for your pages to remain active in the program.
5) Your URLs are refreshed (re-crawled) every 48 hours to ensure that the most up-to-date content is available to search users.
6) At the end of one year, you can renew your annual subscription or let it lapse.
Submissions to Search Submit Express consist of a review fee and a CPC (Cost per click) component. Billing, reporting and account management for Search Submit Express listings is provided by Yahoo! or one of their reseller partners.
Search Submit Express annual review fees consist of:
Price Structure (effective 30 April 05)
Price per domain (USD): 1st URL $49.00 each
URLs 2-10 $29.00 each
URLs 11-1,000 $10.00 each
In addition to the review fee, there is also a per click fee of either $0.15 or $0.30, depending on the category of the content. The complete list of categories is listed here.
For more information on Search Submit Express, Click Here.
Yahoo Search Submit Pro
Yahoo! Search Submit Pro is the same paid inclusion program as Search Submit Express, but with more features for larger advertisers. Search Submit Pro is designed for companies wanting to submit Web pages that might otherwise be excluded from algorithmic search results (as long as they still meet Yahoo's Content Quality Guidelines). Examples include sites that require cookies or session IDs, sites with Flash content and information stored in content management systems, or sites that aren't well crawled because of Web site design.
Search Submit Pro is typically for customers with search marketing budgets of USD 5,000 per month or more, or advertisers who submit more than 1,000 Web pages to the program. A dedicated account manager is available to answer any questions, provide technical support, and help you manage your Search Submit Pro program.
Search Submit Pro lets you create titles and descriptions that are displayed as algorithmic search result listings. The program can automatically generate result listings that best match user queries. You can update the information frequently, independent of changes to your Web site.
Search Submit Pro works like this:
1) You provide an XML feed of your URLs.
2) Once reviewed and accepted into the program, your pages are added to a database of sites that powers search results for major web portals such as Yahoo!, Alta Vista, AlltheWeb and others.
3) When Internet users visit the Search Submit Pro partner sites and enter keyword searches, your listings may appear within the search results based on their relevance to the user's search request.
4) Your URLs are refreshed (re-crawled) every 48 hours to ensure that the most up-to-date content is available to search users.
Pricing for Search Submit Pro is based on cost per click - customers are charged each time a user clicks on one of the customer's search listings. The specific cost is based on the type and category of content provided for inclusion in the algorithmic search results and is obtainable from a Yahoo! Account Manager.
For more information on Search Submit Pro, Click Here.
In Part 2 of this article, we will look at the remaining pay for performance search engine models on our list, starting with Google AdWords. Stay tuned!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ The above article may be re-published as long as it remains unchanged and links to Search Engine College.

   Greetings Readers!

This month's newsletter has a bit of a Pay Per Click theme. I've spent the last few weeks developing self- study courses for Search Engine College on the topic of Pay Per Click search engine advertising and just when I had gotten used to the various PPC search engine models out there, Yahoo! decided to re-package all their Overture products!
So now I am re-writing all the courses to take into account the re-branding (see the news item on the re-brand below). For those of you interested, our shiny new PPC self-study courses will be available later this month. You can pre-register here.
Getting my head around all the various PPC search engine models available made me realise how confusing PPC advertising must seem to the uninitiated, particularly now with Overture re-branded as Yahoo! Search Marketing. I found it quite challenging and I've been studying the search industry for over 8 years!
It prompted me to write a two-part article for webmasters as a Beginner's Guide to PPC. Part 1 of the article is our feature this month. Keep an eye out for Part 2 in our next newsletter.

Enjoy this issue and remember to visit Search Engine College to check out our fun online courses in various search engine marketing subjects.
Till next time - wishing you high rankings...

  • FAQ1: Submitting to Regional Search Engine Versions
  •   Hi Kalena
    Hi, I have a question. I need to submit my website to the top 'English' search engines in Canada, the US, various countries in Europe, Aus., Nz. and Mexico. My question is: If I submit my website to various versions of yahoo or google, would this be spamming and not work?
    Example, rather then just submitting to, instead I would submit to and and etc... etc... etc... so I can get on the various versions so as to ensure I get listed around the around, would this work or no?
    Lastly, just one more question, how often should I submit my website to search engines... once every few weeks???
    Thank you for your time.

    Hi Tina
    Thanks for emailing! Regarding your questions:
    1) You don't need to submit your site to various versions of Google or Yahoo!. To be included in the Yahoo! Directory, simply submit to via the most logical category for your site (e.g. if your company is based in Canada, you should choose an appropriate category under the Canada regional listings). Your site will be shown to searchers worldwide.
    If your site has a regional domain extension like .ca, it has a higher chance of being shown to searchers choosing specific search results from that region, e.g. Searchers using and choosing "Results from Canada" rather than "Results from All the Web".
    You can't submit multiple domains to the Yahoo! Directory if they point to the same web content so choose the most logical domain and promote it on other search engines too. To be included in the Yahoo! algorithmic database (i.e. Yahoo! Search results rather than Yahoo! Directory results), submit your sites using Yahoo's Add URL link.
    To be included in Google, you don't need to do anything. As long as you have at least 1 link pointing to your site, Google will find you when they do their regular indexing of the web. Do keep in mind that a regional domain extension is more likely to be shown to searchers from that region.
    Also, it is widely thought that Google takes into account the location of your site host when displaying regional search results, so if your site has a regional extension of .ca but is hosted in the U.K., Google may assume that yours is a U.K. site and not show it to searchers seeking Canadian sites.
    2) READ MY LIPS: you NEVER need to re-submit your site! Not ever! Search engines regularly re-index sites in their database so unless your site goes offline while this takes place, engines will keep your site in their database and spider it regularly. Re-submitting is a complete waste of your time.
    Hope this helps!

  • FAQ2: Yahoo! Cache Date
  •   Hi Kalena,
    I am a Search Engine Specialist. I went through your site and it is good. I have been in the Search Engine field for the past 4 years. I am mainly concentrating on Google, Yahoo and MSN. Currently, I am working as a Web Traffic Manager.
    I need a few clarifications about search engines:
    1. Do you have any idea how to findout when yahoo cache date of a webpage?
    2. Google penalising the websites that are creating artifical link exchange to increase the pagerank. What is your opinion?
    I am awaiting for your reply.
    Thank you,
    regards Ramki

    Hi Ramki
    Your first question demanded a bit of online research. My friend Randy from the High Ranking's Forum sent me a link to a tool he created to determine the modification date of websites in Yahoo!
    The Yahoo Modification Date Finder lists the web page address, the modification date according to Yahoo!, a link to Yahoo's cached version of the page and the file size of the page.
    Regarding question 2), I think Google's attitude to sites that are trying to artificially inflate link popularity or "sell" PageRank is to be expected and applauded.
    There is no need to artificially create link popularity when all it takes is time and hard work to gain link popularity naturally.
    All the best Ramki.

  • Exclusive Discount Offer for SEC
  •   As a valued subscriber of The Search Light, we are pleased to provide you with an exclusive discount coupon for redemption towards the course/s of your choice at Search Engine College.
    The coupon will give you a 15% discount on your next purchase at Search Engine College and is valid until June 1st 2005.
    CLICK HERE to receive your coupon!

  • FAQ3: Adding Offline Content to a Web Site
  •   Dear Kalena,
    I am authoring a quarterly magazine called Albuquerque Homebuyer. I have a nice real estate web site at I want to put my magazine on my web site in electronic format.
    If I want the search engines to spider the content of these articles, may I put them as "click on" HTML or Adobe Acrobat files, or do I need to have them all written out in HTML?
    I currently can not afford much SEO work, but hope to be able to hire a firm in a few more months. For now I am doing what I can on my own.
    Thank you for considering my question.

    Hello Marque
    Regarding your question, it is an excellent idea to add your magazine to your site. This will add fresh content to your site every quarter and the search engines and visitors will love you for it.
    For best results, you really do need to add the content in HTML format, this will enable search engines to index your content and also help boost your rankings for real estate related search queries (because I am guessing your articles will feature these keywords). I know it is probably a lot of work, but you will reap the rewards if you do it this way.
    In the meantime, consider adding your past newsletters in Adobe format so your visitors can at least download them. This won't help your search rankings much but I'm sure your visitors and subscribers will appreciate it.
    All the best!

  • Search News: Yahoo! Rebrands Overture
  •   As most readers will know, in February 2003, Overture bought both AltaVista and FAST/AllTheWeb search engines, fuelling speculation that they were going to launch their own traditional search engine to better compete with Google.
    However in July 2003, Yahoo! put paid to that by purchasing Overture to enable them to better compete with market leader Google. Last month Yahoo! rebranded Overture products under the umbrella name Yahoo! Search Marketing.
    Confused? Don't be. Most products operate in the same way, just under a new name. See our feature article this month for an explanation of each of the PPC products available under the new brand. Danny Sullivan has also written a detailed article about the re-branding, including a handy Google AdWords / Yahoo! Search Marketing product comparison chart.

  • FAQ4: Delays in DMOZ
  •   Hello Kalena,
    In "How to Submit Your Site to Directories", you say that you are a DMOZ editor, to only submit once, and that review can take up to 6 months. How about 7 months or more with no response to inquiries for 3 of 3 domains?
    My sites and submissions have followed reasonable guidelines from several sources.
    Regards, Don

    Hi Don
    There could be many reasons why your original DMOZ submission has not been successful:
    1) It hasn't been reviewed yet
    2) You submitted it to an unsuitable category
    3) You submitted it to a very popular category with a long waiting list
    4) Your site is already listed somewhere else in DMOZ
    5) Your site did not meet the DMOZ guidelines or category guidelines
    6) A site with very similar or duplicate content to yours is already listed in DMOZ
    I am only a Junior editor so I cannot view your submission or reasons for its lack of success. May I suggest reviewing the latest DMOZ guidelines which should give you some clues as to the delay or problem with your submission.
    I also suggest escalating your enquiry to the higher level category editors listed at the bottom of the category pages you submitted to in DMOZ or perhaps posting a polite request for help in the DMOZ forum.
    Good luck!
    Have an FAQ about search engines? email us and it might feature in our next issue.

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