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Make Your Content PREsell! Two other points to note from above… 1) We bid $0.05 for the #1 spot for CHD even though the previous high bid was $0.02. That $0.02 bid was placed before Overture announced their nickel minimum bid. But we had to bid $0.05 if we wanted the #1 spot, since that is now Overture s minimum bid. 2) We bid $0.00 for cholesterol — this word was too rich for our blood (a good analogy, I thought, given the theme!). Special note about when to bid zero… For those keywords that you do not want to bid upon, enter 0.00 — this will tell the Manager NOT to submit a bid for this word. There are two reasons to enter 0.00… 1) The word is too expensive — remember, a word that is too expensive at Overture may be cheaper at some or all of the less used engines. 2) The word is not targeted to your audience. If it s really off-target, what s it doing in the list? Consider deleting it. And that brings us to a brief discussion on bidding strategy. Important tip Here s the best strategy… In general, bid a penny higher than the highest site that seems to reach your target visitor. If the descriptions for the first three sites are clearly aimed at someone who is not your target, why outbid them? Stay a penny higher than your competitors, as long as that bid makes financial sense. You do not want to be below your competition… the click through drops off quickly as you go down the page. Here s how to figure out what your highest bid should be, what makes financial sense. Work through the same process, from a profit-making viewpoint… Suppose you are paying 2 cents per click for a keyword. That means 1,000 clicks costs you $20. Suppose you do a decent PREselling job and a total of 20% of your visitors click on at least one of the five in-context text links on your Keyword-Focused Content Page. That s at least 200 people visiting your merchants. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 367
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Make Your Content PREsell! Notice that the #1 bid for bad cholesterol was $0.20, while the #2 bid was $0.09 - quite a gap! Similarly, there is a bid gap between #3 and #4 of 4 cents. So, how much should we bid? Well, let s check out the Overture search results page for a bit of help. While there, suppose we notice competitors (i.e., sites offering similar information) at the #2 and #3 spots — if so, we bid $0.10. If #2 and #3 are not offering similar material, but if #4 is a competitor, then we bid $0.05. As mentioned in the previous section, you can visit the actual Overture page… … by clicking on the small button just to the left of each word in the BID-FOR-KEYWORD display. Read the description on the Overture page — that s what your targeted customer would see. If it does not seem to be a competitor, no need to outbid them. If you re not sure, visit the actual site by clicking on the link. If the top bid is only a cent or two, no need to spend a lot of time thinking about it — simply bid a penny above. Notice what happens (above) when we enter 0.10 into the column. Look in the… column. The Manager tool automatically tells me that I will own the #2 spot for that bid. Whenever I enter a bid, Manager tells me what spot it buys me. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 366
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Make Your Content PREsell! 3) Right! The column under is empty. And that brings us to the next step… 10.1.7. Place Your Bids! How to GetThe Best Return Where were we? Oh yes. We now have the top 20 bids for all of our keywords. And our column is empty. OK, I guess you know what time it is… … yes, but we don t bid like that! Here s how we do it… Now that you have the bids for the Top 20 spots, and even the number of bids that exist for each of your keywords, you are ready to make an informed decision about how much to bid for each keyword. We ll cover strategy in a second. First, I ll show you how to set your bids in the Manager. Simply enter how much you want to bid for each keyword in the column. In this example… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 365
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Make Your Content PREsell! What do you notice? 1) Yes, you re right. There is no DEMAND, SUPPLY, etc. here. Why? Because this display is all about bidding at Overture. 2) The magnet has brought in the top 20 bids for all 118 cholesterol-related keywords that you kept after your Brainstorm & Research session. That s 118 x 20 = 2,236 data points. Want to test to see just how good a fetch dog that little magnet really is? No problem. Just click on the small arrow to the left of any word, say… This opens a page on your Web browser to Overture, with the search already performed for that word. See where it says ? That means that youngagain2000.com will pay Overture $0.20 if someone clicks on the link to their site. Follow like this and you ll see that the numbers are the same one that Manager went out and got automatically for you. Imagine doing 118 searches like this, and entering over 2,000 data points?! OK, what else do you notice in the above Overture BID-FOR-KEYWORD LIST?… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 364
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Make Your Content PREsell! … beside that, I mean? OK, OK, if you re nervous… Click on the question mark underneath the button for more information. The button will pull in the top 20 bids for all the keywords that you have brainstormed. It will take a few minutes (instead of the two days that it would take to do manually). Now… open a Net connection. Then get all that bidding data by clicking on that little magnet. Now go for a coffee. When you get back, it will be done. Or stick around and watch the data flow in… it s kind of the opposite feeling of frustration, as you see how much time you save. Once all your data is in, your BID-FOR-KEYWORD LIST looks like this… This screenshot cuts out the other 100+ words related to the Site Concept of cholesterol. It also doesn t show you bids #-20. This was done for space considerations — otherwise, the size reduction to fit the whole screenshot would have made it too small for you to see the results. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 363
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Make Your Content PREsell! (The other seven work in exactly the same way.) Here s where it gets fun… … get ready to work real hard! 10.1.6. Research in Minutes, Not Weeks… You should now be at the BID-FOR-KEYWORD LIST for Overture… I m assuming that you know this layout by now. You explored Manager back in DAY 2. If it seems unfamiliar to you… Click here for Explore the Manager instructions. OK, let s cut straight to the chase. See the button… … Click on it! Go ahead, what s the worst that could happen… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 362
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Make Your Content PREsell! Forgot how to open Manager? Click here for instructions. 10.1.5. The 3-Step Quick Start… You should now be in the MASTER KEYWORD LIST of the Manager. Here s how to build a comprehensive Pay-Per-Click campaign at Overture, just by clicking a few buttons. Without the Manager, this same campaign could take you a week or more to put together. Let s get started… STEP 1) Click to the from the MASTER KEYWORD LIST of the Manager… STEP 2) Fill in the required info in the Pay-per-click Accounts part of the ADMIN AREA. Click on the labels for each column for precise instructions on what to enter into each box, as shown here… When you review the account information that you have received from each PPC, you ll see that not all sites give both an account number and a username — leave any unneeded boxes blank, in this case. Don t skip this step. Manager needs this step to create your mass-submission bidding spreadsheet. STEP 3) Click on the button. This will take you to a display of the logos of the top 8 pay-per-clicks. Click on the Overture logo, as shown here… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 361
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Make Your Content PREsell! A PPC simply must deliver search results beyond the bids. Overture, for example, displays back-up results from Inktomi. Since the WorldSubmitter does submit to Inktomi, it s entirely likely that you ll rank well in several of the top PPCs… without paying! And both of these engines power other Search Engines, too. The Keyword Ranking Report gives you even more info about how well your free efforts are doing than you may have realized! In short… The Keyword Ranking Report definitely delivers a solid and comprehensive state-of-the-free-PPC report. 10.1.4. Let s Build a Campaign! The bottom line for most non-SBI! people? Bid on a small number of overpriced, common keywords at Overture (which deliver, by the way, relatively untargeted traffic). Then… For those poor unfortunates who do not own SBI!, it s just not worth the time and energy to develop the comprehensive mass-submission programs that we are about to build. It s WAY too much manual work to research and bid upon hundreds of keywords for Overture, let alone the other engines (which simply do not generate enough searches to deliver enough traffic to justify your time spent). But, as you ll see, it s certainly worth it when you use the Manager. Why? Because each additional engine only takes a few minutes. Speaking of the Manager… it s time to fire it up, and to fire up a highly cost- effective Pay-Per-Click traffic-building campaign. Ready? Great! Build an Overture Pay-Per-Click campaign. Open the Manager and… … let s get to work! (Don t hit your keyboard as hard as I do, though!) (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 360
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Make Your Content PREsell! Even if you are not currently implementing a Pay-Per-Click Campaign, the Keyword Ranking Report plays an important role. Why? Because it is possible for your keywords to score at or near the top of a PPC s search results page, without bidding. That s certainly the case in the example above… no campaign was in progress at the time of this screenshot. In this particular case, these engines can be considered free. When and why would that happen? Even today, some words, the highly niched variety, are still not bid upon. In that case, if your page ranks at or near the top, why bid for it? So we include Overture, FindWhat, 7Search, Xuppa, and Epilot in the free engines Keyword Ranking Report… … as an indicator to show you… … what you can still get for free at the PPCs. The major PPCs display results from various 3rd party services when a keyword search returns few (or no) bid-driven results. A Pay-Per-Click Search Engine would have zero credibility if it delivered no results for keywords — surfers expect the engines to provide search results, whether keywords have bids, no bids, or only a few bids. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 359
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Make Your Content PREsell! Explore PPC HQ. Login to the 5P Club… Use the username and password in the Site Build It! is Ready for You! e-mail. Then click on the Site Build It! link to get to Site Central. Scroll down to the TrafficCenter. Are you there now? Great! Click on the Pay-Per-Click HQ link, like this… Like all the other HQs, the up-to-date material is kept here. (That way, we don t have to issue a new Action Guide every couple of weeks!) For example… Overture has a 5-cent minimum bid policy. This change affects how you bid at Overture. Up-to-date changes, and recommendations about how to deal with them, are covered in the HQ. The Pay-Per-Click HQ is also where you ll find the Pay-Per-Click Keyword Ranking Report… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 358
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