Maximizing the value of your online ads

When it comes to purchasing keywords on sites such as Google AdWords and Yahoo, every marketer wants their ad to come first on the search engine result page. However, a large premium payment is demanded for that top placement. Why pay top dollar if sometimes position three or four on the search engine page results converts at the same rate — or an even higher one — of consumer traffic?

Here are 4 pointers that will help your ad gain consumer attention at a reasonable cost:

1. Focus on what each click is worth

Offer the maximum price to the server for the keyword. Always test them for conversion metrics and remember to determine the value of a keyword based on the conversion rate, not the click-through rate.

2. Tail words over head words

Tail words are specific and more localized, such as “women’s pink Nike air shox.” (An example of a head keyword woudl be athletic shoes). Tail keywords are best for the third and fourth search positions because they appeal to committed buyers that are usually ready to buy, so they will spend the time to click through several ads until they have found what they are looking for.

3. Fix position of a few top keywords first

Make sure to always fix the position of a few top keywords first because they will have the biggest impact on your total revenues.

4. Weekend timing

Third and fourth position keywords perform stronger during weekends, when people are off work and have increased leisure time to surf the net. In order to be ready for their searches, set up automatic bid increases for these keywords to boost your position on the weekends.

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on June 3, 2009, in Advertising Tips. Bookmark the permalink. Leave a comment.

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