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25 Dec 09 5 Online Marketing Tools

When it comes to marketing, every medium has its own set of tools, and the Internet is no different. You need to know about these tools in order to succeed on the Internet. It may sound simple, but it is not simple. Many people err at this, and they resort to old-world tools, which are incompatible to the new media. In this post, I will talk about 5 online marketing tools that we can use.

Keyword research

Everything on the Internet begins with keyword research as keywords are the basic building block of the Internet. People search for keywords, web master develop websites around keywords, and marketer use them to place their products.

Link building

If keyword is the most basic tool a marketer uses to market his product, links are among the most prized possession on the Internet. Every marketer aspires to get as many links to their website as they can within the given budget. A Link is like a door that brings the visitors from other website, and the more doors you will have the more visitors you will get.

SEO (Search Engine Optimization)

No matter how much money you pay to bring visitors and what mean do you use, it cannot compete with the number of visitors one get because of your being number one in a search engine. Traffic from PPC and other form of ads are expensive, but organic traffic is priceless.

Web design conversion

How you place different elements of your website on different places will decide the conversion rate of the visitors. You do not need just the visitor to make money, you need visitors who make purchase. A carefully designed web site helps you in that.

PPC (Pay per Click) marketing

If you need immediate results PPC is the tool to use. It does not require months to show results, and if proper keywords are chosen, it can bring quality traffic. You cannot discount the efficacy of this tool.

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08 Dec 09 What is PPC advertising?

PPC advertising stands for pay per Click advertising. It is a popular form of promotion on the Internet. Marketer uses this advertising tool to spread the word about its product and services. Like SEO (search engine optimization) PPC also depends upon keywords, but unlike SEO, the traffic that a PPC campaign brings is not organic. It is paid-for traffic, which can both be good and bad depending upon the goal of the website.

PPC advertising companies do not charge the advertisers based on page view or advertisement display, as the name implied, it is charged based on the clicks advertisement receives from the visitors. The more users will click the ad the more advertisers will have to pay to the PPC companies. The revenue is further divided between the publisher where the ad was clicked and PPC companies. Google Adwords, Yahoo Search, Microsoft Adcenter, Ad brite, etc., are the major player in the market.

PPC adverts appear as a sponsored links in the SERP (search engine result pages). These as are generally placed on top of organic result as well as on the left side of the SERP. Marketers have to buy a keyword or set of keywords to make the advertisement appears in the search result or on publishers’ website that has enrolled in the program run by the PPC companies.

The success of campaign depends upon the following five things:

  • How tightly focused the keyword is.
  • How prominent the listing is
  • How well optimized the landing page is. (A landing page is the page on the other side of the advertisement link placed in the advert.
  • How well the PPC campaign has been created, and
  • How much deal one got in buying the keywords for the campaign

Bidding for the most attractive keywords and getting the juiciest position in the search engine is at the core any PPC campaign.

3 Steps of a PPC campaign

Step 1: The advertiser bid on the relevant keywords

Step 2: The advert is published. The location and frequency of the ad is determined by the search engine depending upon the price paid by the advertiser for the keywords.

Step 3: The advertiser pays the PPC companies as soon as someone clicks. The advertiser has to pay only for the valid clicks. Money charged for the invalid clicks are credited back to its account. If it does not happen, the advertiser can ask for the refund.

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02 Dec 09 Search is Becoming More Niche

In a research conducted by Experian Hitwise, it was found that the people are becoming more descriptive in feeding in their search queries. In October 2009, the search for 4-word keywords has increased by 1% between September and October 09. In the same period, 5, 6, 7 and more word searches increased by 2, 3, and 4 percent respectively (see figure).

search-engine-experimentThis data clearly indicates that people are going more and more niche with their search engine usage. This could be good news for PPC (Pay per Click) advertising builders, SEO (Search Engine Optimization) specialists, and blog and website owners. It is worth noting that in the same period, 1-ward search queries dropped by 1%, and 2-word search query dropped by 2%, whereas, there was no change in 3-word search query.

It will be early to say, but it appears that the time-starved US web users are going more niche in searching. By making their search queries more descriptive, they are refining their needs and becoming more aware of their requirements. Can it be any indicator for the market? Post a comment and tell me what you feel about all this.

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