Test your site by going to a search engine such as Google and
typing a keyword that relates to your business. Does your Web
site appear? If not, you need to explore search engine marketing.
Sure, it's possible to improve your ranking on a search engine
by changing your Web site design, but this is hard to do and
takes a longer time to show any effect. Plus, design doesn't
guarantee a high ranking. There's a faster, easier way that's
more effective: Paying for a sponsored link.
Most major search engines will let you open an account for
less than $100. Then, simply choose your keywords, ad copy
and landing pages (the pages people see when they click on
your links). You'll pay a per-click fee determined by other
advertisers' bids. Keywords may range from 5 cents to $2.50
or more per click. Pay one penny more than the next advertiser,
and the search engine will place your link above theirs. Your
account is debited only for clicks on your listings. Usually,
it takes just 72 hours for your Web site listing to appear
on the search engines.
To achieve maximum exposure with your target audience, choose
popular keywords. But also pick phrases (not single words)
that are focused to reduce your per-click fees, as popular
terms have more advertisers and therefore higher bid rates.
Select terms that relate to your company name, product or
service, mission statement or the benefits you provide. For
help, try these tools: www.overture.com (check out the "Search
Term Suggestion Tool"), www.goodkeywords.com and www.wordtracker.com.
Though many search engines offer other pricing models, cost-per-click
is more cost-effective for small businesses. Under this program,
you create your own title and description for each keyword.
For example, if you buy the keyword "wedding flowers,"
you might write "Wedding Flower Arrangements" for
the title and "Save 15 percent on select wedding packages"
for the description. With the right keyword, you'll reach
your target audience. Then reel them in with a link they can't
resist clicking on by using your keyword in your ad copy,
being descriptive about your service or product, and offering
an incentive.
Here are a few search engines and directories that offer
cost-per-click programs: www.google.com, www.findwhat.com,
www.kanoodle.com, www.overture.com and www.looksmart.com.
Growing businesses can quickly and easily buy keyword positions
on search engines. If you take the time to track and modify
your campaigns, you can acquire new customers and lower your
advertising costs.
|
