Clickety Click Click. Click Fraud Not as Bad as You Think

By Susanne Svette, IdeaStar Search Engine Specialist

A lot of people – and we just met with one last week – avoid pay-per-click advertising campaigns because they are afraid competitors will repeatedly click through, decimating their budget.

In theory, that could happen. After all, you pay for each time somebody clicks through your ad in a search engine to your Web site. And, it’s been reported click fraud cost advertisers $800 million last year.

However, the major search engine companies say that number is wildly exaggerated. They are aware of the problem, take measures to monitor clicks and provide refunds.

I run really large campaigns on down to really small campaigns, and I keep a good watch on each. If I seem to be spending too much, or something just isn’t right, I write and ask for a refund. And I receive it. On other occasions, the search engine company has found anomalies and reimbursed me for them. And Google, Yahoo, and MSN allow only one click per IP address per day. It just doesn’t work to have somebody sit down and click, click, click.

Every month I receive a line item statement from the major search engines. There’s lots of good data – and it is expanding. Google now includes additional data on all clicks and what keywords produced them.

Click fraud does happen. But the bottom line is you have to keep your eyes on the campaign or hire somebody to do so.

Copyright © 2006 IdeaStar
All rights reserved.

Content is King

By Susanne Svette, IdeaStar Search Engine Specialist

When it comes to recognition in search engines, content is king. So cut out the fluff! Your Web site should tell visitors what you do, where you do it, and why. Be sure to incorporate a few market specific keywords, and the search engines will easily be able to determine what your Web site is about, and place you appropriately.

But how do you find those market specific keywords – niche terms – that attract the traffic you want. If your search terms are too broad, you’ll get a lot of traffic, but it will quickly leave because they won’t find what they are looking for. You need to narrow the focus.

Adding locality and specialty to a search phrase helps. For instance, NextHome, a real estate company which allows you to sell your home by owner or realtor, would be lost under the term real estate. But narrow that down to a location - full service realtor Cleveland - and you start to attract more focused visitors. Adding specialty– open houses columbus ohio – and it becomes even more clear what the site is about. The company appears higher in the search listings under those specific terms, than it would under the very broad term, real estate.

Finding those niche terms can take a little time, but it is easy. There are Web sites which give you the number of times a word or phrase was searched on in a search engine. Some cost while others are free. Two respected tools include Wordtracker and KeywordDiscovery. There are many more. Just type “free keyword tools” into your favorite search engine. You'll find many sites where you can try different words and terms to fine tune your Web site.

Copyright © 2006 IdeaStar
All rights reserved.

The Joys and Sorrows of Search Engine Marketing

By Susanne Svette, IdeaStar Search Engine Specialist

The Wall Street Journal ran a very interesting article July 10 entitled Wisdom for the Web. It highlights the joys and sorrows of search engine marketing. How true that article is!

First, let’s define search engine marketing, or SEM. Search advertisers bid in online auctions to allow their online adds to appear anytime somebody searches on the purchased keyword or keyword phrase. For instance, a marketer my bid for top ranking for the keyword phrase “dog rain coats.” Marketers pay the search companies when and if somebody clicks through the ad to their Web site. That’s how the search engine companies make their money.

There are a number of “joys” in the system. Mainly, it allows first page placement in main search engines such as Google, Yahoo, and MSN immediately, as opposed to natural search engine results which can take months to acquire. It is easy and inexpensive to sign up for keyword placement. Top ranking for many keywords or phrases may be purchased for as little as 10 cents. And generally, only people truly interested in your service or product click through to your Web site. In depth statistical packages let marketers know how the words are being used, so campaigns can be adjusted accordingly.

There are also some significant “sorrows” in the search engine marketing system. Although many keywords can be purchased for a few cents, some highly competitive words or phrases can require a much higher cost per click through. Click fraud is always an issue. And although the search engines police for such actions and offer refunds, competitors can repeatedly click through and deplete a marketer’s budget. Search engine companies also frequently change the rules of the game, shredding previously successful campaigns. It becomes very time consuming to manage your list of key words ( many times in the hundreds and in some cases the thousands) and keep on top of the latest search engine changes.

So yes. Search engine marketing is a quick and affordable way to promote your Web site before and after it achieves rankings naturally. Just watch out for those little pitfalls.

Copyright © 2006 IdeaStar
All rights reserved.

Google's Conversion University

By Susanne Svette, IdeaStar Search Engine Specialist

I found something that you, as a relative newcomer to search engine marketing and optimization, might be interested in. Conversion University, the latest offering through Google Analytics, is a great place to learn search marketing and Web analytics.

Usually I focus on getting people to your site. Conversion University tends to focus on what happens once they get there. Still, there is a lot to learn. There are four main areas.

• Driving Traffic (Getting people to your site.)
• Converting Visitors (Getting them to do whatever it is you want them to once they are at your site - From making a purchase on down to just becoming a regular visitor.)
• Tracking and Testing (Making sure everything is working the way you want it to.)
• Analytics in Context (What happens once people get to your site.)

Conversion University essentially offers tips on how to make your Web site a success. So go ahead and spend some time there. You'’ll be amazed at the thought that goes into a successful Web site.

Copyright © 2006 IdeaStar
All rights reserved.