Pay per Click Alternatives" that Work without
By John Alexander
For years I
avoided Pay Per Click simply because I could get all the traffic I needed in
the natural rankings without paying for it.
But eventually I
discovered that there were some nice advantages for doing PPC
for some clients.
Traditionally when we think of Pay Per Click, we are
usually referring to Google Adwords or else perhaps,
Yahoo Search Marketing (formerly Overture.) Then there are also other
newer PPC systems such as Microsoft's Ad Center. Besides
these big well known PPC opportunities, there we still have many
other smaller ones such as Findwhat, Espotting and many
Now Pay Per
Click advertising is not really search engine optimization,
but its more in the league of "paid advertising." While many of our
Workshop students come to class to learn how to lower their
PPC costs or eliminate them to gain new visibility in the organic rankings, we
also teach on Pay Per Click (for those who need to learn how to
lower their cost per lead or manage their campaign's
However, for this
article, I wanted to touch on yet another
alternative to "traditional PPC" along with offering
you a a few tips for getting started.
So let's talk about a PPC
marketplace that has nothing to do with search engines at all.
Its a little bit different and one of the advantages is that
you can pick and choose a campaign based on geo-targeting and
certain other interesting demographics. In this type of PPC you can choose
to place your text ad or your banner advertising on literally
hundreds or even thousands of Web sites.
Question: Is this the same
thing as buying "text links" someone may ask?
Answer: No, it is not. It
actually about buying advertising space on literally thousands
of Web sites where your ad will get millions of impressions
(often at a much less expensive rate than traditional PPC.)
Does this replace traditional Pay Per Click marketing on the
search engines? Definitely not. Nor does it replace the
exposure you can get using good search engine marketing skills
for creating high performance information pages that at the
rank top of of the results the natural way.
So then why even talk about it
or discuss it?
It is just something else that
you can do on top of everything else even if you are just
learning SEO skills or just getting started optimizing your
Introducing the Adbrite
How many Web sites can you gain
new exposure from?
Actually you can post your advertising to over 54,661 Web
sites with the potential of 470 million impressions. This
of course depends naturally on the budget you are willing to spend.
the program literally helps you estimate how many clicks and
how many Web sites your advertising will appear.
here to try out Adbrite's Traffic Estimator
Adbrite's traffic estimator
allows you to set your Maximum PPC as well as your
maximum daily budget.
Then just click "estimate traffic" and it
gives you a breakdown of estimated:
- impressions per day
- clicks per day
- number of Web sites
your ad will be shown on
- clicks per day
- and the percentage of
your daily budget spent
Other tips and
advantages to consider:
- You can often get
exposure for keywords and topics that traditional
PPC rates are much higher for.
- Experiment slowly
and start small with a variety of ads in your
campaign to see which ones work.
- Adbrite supplies
you with code to use in your pages to measure your
impressions and conversions from traffic that you
get from your ads so you can measure what is working
and what is not.
- Remember as with
traditional PPC, you don't want thousands of
start with only 5 or 6 closely related keyword
phrases that actually relate to your ad copy.
- IMPORTANT: Spend some
time on writing compelling ad copy. Adbrite will
allow you to write up to 100 ads for a campaign, but
I would try to go for about 5 or 6 really well
written ads that lead to
a single, well-written landing page where you bring
the visitor into your sales letter.
- IMPORTANT: You want to
track your different ads to see which ad copy is
that the idea is not to try and reach 100% of the Web sites throughout the entire marketplace. Set your
spending wisely and
you only reach 5 to 10 % of the Web sites in the marketplace.
Aim to reach those that relate to your offer. The most
important thing is that your sales letter needs to be
well-written enough and convincing enough to influence them
100% of the way on the buying decision. You ads need to be
well written and compelling to accurately describe your offer.
Don't forget some good calls to action in both your sales
letter and your ad copy.
Start out with a smaller budget and spend wisely, track
everything. As with any kind of "paid advertising"
test all your ideas out but spend modestly at first to start,
until you get a feel for how it works. All you need to make a
difference to your bottom line sometimes, is just a small
group of new visitors on a steady, ongoing basis in order to
increase your profits.
out the Adbrite center now.
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About John Alexander
John Alexander is Co-director of Training at Search
Engine Workshops offering live, SEO Workshops with his
partner SEO educator Robin Nobles, author of the very first
comprehensive online search engine marketing courses. John is author of
e-book called Wordtracker
Magic and has
taught SEO skills to people from 87 different countries world
John's articles can be read in publications like REALTOR
Engine Guide, WEBpro
News and many others.