The Search Light Newsletter
The Search Light Newsletter
  Guiding your site to the top of the search engines... | 13 June 2005 - Vol 5 Issue #4  

In this issue...

Beginner's Guide to Pay Per Click Search Engines (Part 2)

FAQ1: Why doesn't Google show my backward links?

FAQ2: Will adding my URL get my site listed faster in Google?

Exclusive Discount Offer from SEC

FAQ3: Where can I find information on how your SERP converts to a traffic percentage?

Send Kalena Your Question!

Beginner's Guide to Pay Per Click Search Engines (Part 2)

By Kalena Jordan

In Part 1 of this article, we looked at the various pay for performance advertising models offered by Yahoo! Search Marketing. In this article, we will look at the remaining pay for performance search engine models on our list, starting with Google AdWords.
Google AdWords
Similar to Yahoo! Sponsored Search, Google AdWords gives web site owners the ability to promote their site when particular keyword or key phrase searches are conducted at Google and their partner sites.
Your ads usually appear on the right side of results pages in a "call out" box under the heading "Sponsored Links". Your AdWords text or image ads appear on search result pages for the keywords you buy, and can be targeted by language and country.
With Google AdWords' cost-per-click (CPC) pricing, you pay only when a customer clicks on your ad, regardless of how many times it's shown. Google adjusts your bids automatically to keep you ahead of your competition at the lowest possible price. Google Adwords results appear on Google search results pages, Google's distribution partner sites, Google Gmail, and numerous content sites which are syndicated through the Google Adsense program.
For more information on Google AdWords, Click Here.
Google AdSense
Google AdSense is a way for webmasters to generate income from their sites by displaying text or image advertisements from companies participating in the Google AdWords program.
You can display targeted advertising for your content pages or you can add a Google search box to your site and show targeted ads on search results pages. When visitors click on these ads, Google pays you a fee. The ads are targeted to the content already on your page so they are not as intrusive to your visitors.
For more information on Google AdSense, Click Here.

LookSmart LookListings
The LookSmart Directory originally offered a Paid Submission model and then transformed it into a Pay For Performance model, removing their Express Submit directory submission service and receiving a lot of criticism in the process.
To have your site included in, you must pay a per click fee when visitors click on your listing, similar to the Yahoo! Search Submit Express model. The "relevancy keywords", title and description chosen during the set up of your listing determine when your site appears for searches.
There is no free submission option to Looksmart and the only way to get your site into their directory is to either pay for their LookListings or submit your site via the Zeal Directory, which is only an option available to non-profit sites.
LookSmart LookListings work like this:
1) Create Your Listing which includes:
- site description & title
- relevancy keywords (for keyword targeted listings)
- directory category
2) Set Your Monthly Budget:
- set your maximum monthly budget
- set your maximum click rates for each URL (for keyword targeted listings)
- your account is debited USD 0.15 per click (for inclusion-targeted listings)
- minimum account deposit totaling your maximum monthly budget
- each campaign has a minimum monthly budget of USD 15
3) Account Management
- traffic reporting
- automatic monthly account refills (from your nominated credit card)
- adjust your budget
- update description, title and relevancy keywords
- bids monitored automatically (for keyword targeted listings)
LookListings appear on sites across the LookSmart Network including LookSmart, Lycos, and CNET Search.
For more information on LookSmart LookListings, Click Here.
Other Pay-Per-Click Providers
Apart from the big players, there are a large number of other medium-sized search providers selling pay-per-click search advertising. These include:
Enhance (formerly ah-ha)
Lycos Insite AdBuyer
Of course there are hundreds more PPC engines, many of which can be found via the sites listed in our Further Reading section below.
Don't be afraid to set-up some test pay per click campaigns to dip your toes into the paid advertising waters. You don't have to have a large budget to reap rewards, just a willingness to experiment and apply what you learn to improve your campaigns. What you do with all your extra traffic is up to you!
Further Reading
Pay Per Click Search Engines (CPC / PPC)
Pay Per Click Search Engines on Pandia
Pay Per Click Search Engines on Search Engine Guide
Buying Your Way In: Search Engine Advertising Chart
Pay Per Click Analyst
Pay Per Click Guide
Pay Per Click Universe

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ The above article may be re-published as long as the content remains unchanged and the following paragraph is included at the end of the article, including the link:
<> As well as running her own SEO business, Kalena Jordan manages and tutors at Search Engine College, an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects. <>

   Greetings Readers!

They say blogging gets in your blood. Well it might be true because after a year-long blogging hiatus, I have burst back onto the blogging scene with a new blog called Dear Kalena....
The blog is disguised as a search engine advice column and is my attempt to become the search industry's first "agony aunt". As I note in the blog launch press release, I spend a considerable amount of my free time researching and answering questions about search engines from SEC students and confused webmasters, so I thought, why not share this information? Why not blog it and become the official agony aunt of the search industry?
But I have to admit it's not entirely selfless! I plan on using a lot of the blog questions and my answers as fodder for this newsletter. I know it will make putting this thing together each month a LOT easier and motivate me to publish it more often. You might even recognize a few blog entries in this issue. Also this month is Part 2 of our feature article Beginner's Guide to Pay Per Click Search Engines.

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: Why doesn't Google show my backward links?
  •   Dear Kalena...
    I have spent the past 3 months gathering high quality inbound links to my site and am rather proud of my efforts. However Google doesn't seem to care and my PageRank bar hasn't increased at all. In fact, Google doesn't even show the links pointing to my site when I do a link search. Why does Google hate me?
    Linkless Wonder

    Hi Linkless
    Don't let Google's behavior offend you. She is just playing hard to get, as she does with all initial suitors. According to the Sandbox Theory, it takes a long time for new sites to get listed and ranked by Google and an even longer time for all backward links pointing to sites to be taken into account. At this stage the sandboxed period is thought to be up to 6 months.
    The Sandbox supposedly acts as a type of probation period for new sites, possibly to discourage spammers. If links pointing to your site are on a page that doesn't meet Google's quality guidelines, they may not show up in a back link search. Keep in mind that although you might not see all your back links listed (particularly if you use the Google Toolbar to check), Google does keep count of these towards your link popularity score and will show them when they eventually reach a certain number or quality, based on their PageRank algorithm and other factors.

  • FAQ2: Will adding my URL get my site listed faster in Google?
  •   Dear Kalena...
    Just a quick one. Is it true that you'll get your site listed in Google faster if you use their add URL link? Some newsletters I read (including yours) said that you don't even need to submit but this add URL info comes from a very reliable source.
    thanks Googlestumped

    Hi Googlestumped
    Simple. Your source is BOLLOCKS :-). As long as your site has a link pointing to it from a site already in Google, it will be found, end of story. I personally think the Add URL page is there as a kind of virtual placebo, provided by Google to placate the masses whose sites haven't been listed yet. Instead of bitching to Google, they can enter their URL and feel better about themselves. Brilliant.

  • Exclusive Discount Offer from 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 July 1st 2005.
    CLICK HERE to receive your coupon!

  • FAQ3: Where can I find information on how your SERP converts to a traffic percentage?
  •   Dear Kalena...
    I was hoping you may have some advice, the SEO forums have had no answer to my problem.
    I have been asked by a potential new client to come up with this information for his board of directors if at all possible. So I am asking for help! Do you know of any papers / articles / threads / info that discuss how your SERP (and even more to the point your exact position in the top 20 results, position 1 thru 20) converts to # of visitors in a percentage basis?
    For example. I have a search term that occurs 10,000 times per month as reported by Overture. If I am the 20th result for this, what % of those 10,000 searches would I get? If I am the 10th results for this, what %? and so on to If I am the 1st result for this, what %? I realize this isn't an exact science but if you know of research results in this area it would be a HUGE HELP to me.
    Thanks! Glenn

    Hello Glenn
    Your email was very timely as I knew I'd seen something about this quite recently. I've tracked it down here. It's a study that shows organic ranking visibility as opposed to PPC ad visibility.
    So if you take the percentages applied to each ranking (positions 1, 2 and 3 at 100%, position 4 at 85% etc) and apply those to each search engine's relative market share and combine it with some simple e-commerce ROI formulae, you should be able to calculate the average rate of return you could expect from holding those positions.
    Search Engine Watch has more info on search engine market share here. Future Now has more info on how to calculate ROI based on conversions here.

  • Send Kalena Your Question!

    Got a question about search engines? email me and it might feature in my blog or the next issue of The Search Light.

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