Tag Archives: target market

PPC vs. PPC: The Difference Between Click and Call

The better known between the two PPCs, pay per click is an online advertising tool geared towards increasing website visitors. Advertisers are charged an agreed rate for every user click.

Pay per click ads appear next to search results. The ads are matched to results based on your chosen keywords. The ad contains your company or brand name, a short description, and a link that directs interested users to your website.

The good pay per click service providers usually offer advertisers a periodic report that informs you of click through rates (CTR) and keyword trending analyses. All these are based on online activity in relation to your ad. You just have to decide whether or not you’ll take the service’s word for it. Otherwise, you can do your own tracking and analyses.

Note that pay per click ads do not make the sale for you. These ads, if well written and well placed, attract the correct type of people to visit your website. It is all up to your website content and product offerings to make a successful sale.


Pay per call shares the same business model with pay per click advertising. The only difference is that instead of paying for clicks, you pay for calls received.

Pay per call is also a web-based advertising technique. While pay per click ads are clickable and designed to direct interested people to your website, pay per call contains a toll-free number that allows interested people to call your company and speak with a company’s representative.

The edge of pay per call over pay per click is that advertisers like you are given more targeting options besides choosing to appear next to niche keyword search results. You can also limit ad appearance to certain category searches and narrow it further to specific geographic areas where you’d like your pay per call ad to appear.

Generally, pay per call ads appear with your company name, your address, a short description (that must be well written), and the toll-free number that redirects to an assigned telephone in your office.

The effectiveness of pay per call advertising may be easily gauged based on the number of received calls. Of course, the pay per call ads have the same goal as pay per click ads: to get the right people to become interested in you.

In this case however, closing a sale depends on an actual person answering the phone call, and not a website. A good marketer will find no problems engaging the caller and eventually, he or she can direct the caller to an actual store or a website. In any case, the interested caller already has initial contact with your brand through another human being. Brand affinity can be achieved at a better rate through human interaction.

Your marketing goals
Making the choice between pay per click and pay per call depends on your marketing goals and other campaigns that make up your overall marketing strategy.

The best way to determine the most suitable online marketing tool is to know your target market well and assess your company’s strengths. If you know for a fact that your website is a strong selling tool, then by all means, go for pay per click ads. On the other hand, if you find your frontline employees as your biggest asset, then pay per call could do you a lot of good.

Online Direct Marketing for Beginners

Online direct marketing is a highly targeted and measurable process. With direct marketing, you can immediately identify correlations between separate marketing efforts and your bottom line.

Because direct marketing is highly targeted communications, you can save money by testing different online direct marketing ideas to different groups of your target market. This tells you which idea works best and that’s the one you roll out on a bigger scale.

Although online direct marketing is similar to its offline counterpart, having technology as your medium allows infinite creative possibilities for your execution and offers better organization of your data.

Below are 5 essential steps towards making your online direct marketing campaign generate ROI and increase your bottom line.

1.    Acquire
The key principle behind direct marketing is only talking to the people you want to talk to. This assumes that you already know your niche and you already know what you want to tell them.

Most marketers see their target market as just that—a group of people within their desired market. As a discipline, direct marketing challenges marketers to see their niche as individuals. As opposed to billboards or TVCs whose success relies on traditional marketing (the more pairs of eyes the better), direct marketing seeks to reel in high-value individuals (the few who actually make an impact on your sales because of their loyalty and voluntary advocacy).

Marketing research is essential to find these high-value individuals. In which States are they? Which dealers do they frequent? Would they prefer to receive emails or text messages? Besides their names, all of these form part of your data acquisition. Give them a reason to share with you their online contact information.

2.    Communicate

Now that you know whom to talk to and how you can get to them, it’s time to figure out what to say and how to say it.

Similar to coming up with relevant web page content, direct marketing calls for the same attention when crafting your message. The recipient of your online direct marketing effort should feel that you’re talking to him as an individual.

Personalize each message as much as you can, depending on the data you’ve gathered. Use his first name. Find out which of your products he likes. Talk about that product instead of immediately cross selling.

3.    Close the feedback loop

Allowing your niche to respond to your online direct marketing efforts can seal you the deal. Encourage them to talk back. Let your niche know that you genuinely care about what they feel and what they have to say.

Use this opportunity to give individual replies to the feedback you’ve received, based on individual preferences, needs, and issues. Store these details in your database for reference and tracking.

4.    Update

Make sure that your database is always updated. Your list of names has no use if the email addresses or their SMS numbers have already changed. With every material that you send, you can include a link that directs them to a page where they can update their profiles if they wish to continue receiving material from you. You can also do the updates yourself when you reply to their feedback.


How to Pick Successful AdWords

Successfully rolling out your AdWords campaign requires more than the number of placements that you can own. In fact, having your AdWords appear frequently but randomly can do you more harm than good. Pay-per-click ads charge per click—it doesn’t matter whether the click you’ve paid for translates to sales or not.

Knowing the business model of AdWords, it is important to be careful about where your ad appears and who gets to see it. Below are 5 tips that can help your AdWords appear with searches that are relevant to your niche market.

1.    Know your niche
Although AdWords are simple and affordable to execute, mistakes will surprisingly cost you dearly. This is why it is important to look into conducting market researches.

Investing on knowledge about your target market doesn’t only allow you to improve your products and services. A well-planned qualitative market research gives you a better understanding of your niche—who they are and how they think. This gives you a good idea on how they use words and how they talk about your brand and your competition. Knowing these things can help you craft better AdWords copy and bid for the best, most relevant niche keywords.

2.    Misspell
Good web content relies on relevant topics, good writing style, grammar, and spelling. However, AdWords heavily rely on niche keywords that are dictated by the users. You have to take into consideration the different possible word combinations and ways of spelling. For example, the word football can also be spelled as futbol (taking European and Latin American fans into consideration) or even as footbal (studies show that this is how people misspell the word most often).

It is also important to figure out which words are most often misspelled and how people usually spell it wrongly. For your AdWords ads, it’s okay to optimize for misspelled words, as long as the content in your landing page is relevant and of good quality.

3.    Know your competition
It is important to keep yourself updated with your competition’s web content. Based on what’s available to the public, you’ll be able to tell which words they’re optimizing for. Their keyword list could be similar to or very different from yours.

Optimizing for different keywords shouldn’t make you panic. Always go back to your consumer research. Ultimately, it is the consumer who searches for you and it is for them that you optimize your content and AdWords.

4.    Write great AdWords content

AdWords give you some space to give a short headline and a description of your offer. Writing copy for AdWords could actually be more difficult than writing for your web content because the number of words you can use is very limited.

Be concise. Find a benefit that is unique to your brand and own it. That’s what you write about.

5.    Write great web page content

Each click that you pay for should lead to great landing pages. Your AdWords deal with the awareness, your web pages do the selling. This doesn’t mean that you should write sales pitches—in fact, do not write sales pitches. Your web page content should be of value to your niche so that they have a reason to stay and find themselves browsing your online catalogue.

How to Establish an Online Presence for Your Local Business

Most local businesses like yours start with a definite target market of people within the area. As business gets better and positive word of mouth reaches farther, people from different cities and states start to make their way to your neck of the woods, just so they can try your product or service.

Now that business has started to pick up, you begin to think of actual plans for advertising and marketing. Traditional advertising—TV, radio, and print—is always an option. However, the cost to hire an agency and to produce such ads can go very high. Plus, there is no guarantee that your desired market gets to see your ad. You could end up spending too much without measurable returns.

On the other hand, Internet marketing offers to keep your marketing budget in check with solutions that make your campaigns as targeted as possible. This minimizes advertising wastage and you’re sure that you only talk to the people who matter to your bottom line: prospects and already-existing clients.

As you shop around for an online solution, here are points that you should aim for with your Internet marketing campaign.

1.    Own keywords relevant to your locale

Having your business in the same area you live in makes it convenient to know your patrons. As you chat at the counter or have parties together, you’ll know how they talk and what particular words they associate with different things.

This knowledge is important as you build your keyword list. Keywords are what people use to make searches online. You want your keywords to be exactly what your clients use, so that you have the best chance of coming up on top of similar search results.

2.    Create helpful content for both locals and tourists
Now that your business is known by people beyond your area, it is important that your website content doesn’t alienate people.

You have had loyal, local website visitors, so keep up the good job. It means that the content you publish has always been relevant to them. However, you should also start coming up with content for people who live away.

An organized way to carry both types of content is to have a separate page for locals and another page for “visiting friends.” You need to invest some time to get to know your foreign/visiting market as much as you know your local market, to provide the same level of optimization for both contents.

Remember to keep your content optimized, and don’t mix up local keywords with the “away” keywords.

3.    Be generous with information
Aside from informative and entertaining articles that you’ve optimized for, it is also important to provide additional information like downloadable and printable maps, directions, and contact information on your website.

If you have a number of products or services, you can also provide a printer-friendly menu of sorts, so that people can immediately see what you have to offer.

Offering this information in appropriate website pages not only helps clients and prospects. You also make it easier for your site to be searched as there is more text content for search engine spiders to crawl over.

Google Sandbox: 4 Tips to Help You Avoid the Trap


The Google Sandbox effect is a theory that was formulated by veteran search engine marketers. Most online marketers believe that Google has an “inbox” where it stores newly registered domains. These domains are waiting for Google to check if they are legitimate and if their content is relevant to users—a measure that Google takes to make sure that they don’t include spam sites in their index.

Google Sandbox only affects new domains. This means that the other pages in your website that Google has already approved and indexed won’t be included in the waiting list, even if you add new pages to your website.

Below are 4 tips to help keep your new web pages away from Google’s Sandbox.

1.    Go for niche keywords

Optimizing your web page content for non-generic keywords could immediately help you rank high, thus encouraging more traffic. The reason behind this is that optimizing for niche keywords attracts your target market, who search with particular terms and jargon in mind. Going for niche keywords will set you apart from your competitors who are most likely using generic or category keywords.

Consistently optimizing future web page contents with niche keywords will allow you to achieve and maintain good search engine ranking.

2.    Go for a niche domain name
Choosing your pages’ domain names is as important as churning out good content. A good domain name is something that users can immediately associate with your brand or product, but take care not to use generic or category words.

Going for a niche domain name will allow Google to see the value and the uniqueness of your web pages because Google’s index won’t have 10 other pages or websites that resemble yours.

3.    Go explore other SEM techniques—don’t wait for Google
Google isn’t the only search engine around. There are 2 other search engines that make up the Big 3: Yahoo and MSN. While working (or waiting) for Google, you can simultaneously work on Yahoo and MSN to list your website.

Moreover, you can also maximize niche blogs and forums by talking about your website or just by announcing that you’re coming up with a new web page. This leads us to the next tip.

4.    Build inbound links

Participating in relevant forum discussions and commenting on blogs can help build your credibility. When you’re sure that you’ve earned enough credibility, and if the blog or forum rules allow you to do so, you can begin including links of your new web page in your discussions. Doing so encourages others to visit your website to learn more about the information you’ve just shared with them.

Closer to home, you can build your internal network of links by immediately updating your sitemap whenever you come out with a new web page. It is also recommended that you make use of your contents and create relevant text links that will lead users to your new web page.

Even if your new web page finds itself in Google Sandbox, the numerous quality links that you’ve spread all over the Internet will make Google notice. This could speed up the approval and indexing process, and get you more traffic.


Google AdWords: Increase Site Traffic in 4 Steps

Google AdWords


Google provides online advertising services to help websites promote themselves through other related sites or through the search engine results pages. Google AdWords is Google’s offering to help websites advertise through the search results pages based on carefully selected keywords.


When users search with your selected keyword, Google pulls up the search engine results. Your ad appears on the right side, next to the top searches. When the user sees your ad and becomes interested, he can click your Google AdWords and be directed to your website. Note however, that subscribing to Google AdWords does not affect your website’s search engine ranking in any way.


Below are 4 steps towards making the choice to use Google AdWords as part of your online marketing mix.


1.    Know your niche


Your target market is the end all and be all of your marketing efforts. Knowing how they talk about your product can help you craft better copy for your website content and for your Google AdWords.


Make sure that you also keep track of what other brands are doing in your category; train yourself to constantly be in touch with market shifts.


2.    Make sure your site content is relevant


Multiple links and Google AdWords are completely useless if your website is not able to convert visitors to customers. Like most advertising models, Google AdWords is geared towards making your niche interested in what you have to say and offer. If they go to your website and they find out that you have nothing good to tell them, you won’t get any sales.


When you get the right people to visit your site, make sure you can keep them interested long enough to stay and make a purchase. The ultimate goal is to keep them coming back and telling others about how useful and relevant your website is.


3.    Choose your Google AdWords keywords


This is a little tricky. Going for the generic keywords will guarantee you a lot of visitors, but it doesn’t promise that these visitors are your target market. Be reminded that you want interested and potential customers to visit your site, because they will generate profits.


Research on your niche, and figure out how they search for your category and other related information. Forums, blogs and group discussion pages are great places to mine for niche keywords.


4.    Monitor performance


No matter how well your efforts have already paid off, it is important to keep track of shifts in your market. Your niche keywords will change depending on how your market will talk about your brand or your category in the next few days. Stay on top of your toes.


Explore ways to analyze site traffic through metrics. Data will tell you how long people stay on particular pages. This will help you tweak content and tell you when your content is becoming less relevant to your market. Adjust accordingly to make sure that all your marketing efforts will result to an increase in ROI and more.


Google AdWords: 4 Pay-Per-Click Tips

1. DON’T put all of your related keywords in one list
Keep in mind that the goal of any search engine marketing effort is to reach the right people at the least cost. Google AdWords work with a pay-per-click business model to help your online campaign succeed. Google only charges when an interested prospect or a regular customer clicks your ad and gets redirected to your chosen landing page.

From your end, you are expected to know your market and figure out which specific keywords they use to search for your product. For example, a person looking for Nike Free running shoes will search for Nike Free and not shoes or shoes for running.

When you begin building your keyword list, remember to enlist only specific keywords. With this said, it is also recommended that you do not put all of your PPC ads in one AdGroup. Although a number of ads can run at the same time, only one ad will be shown per search; you cannot risk displaying the wrong ad. Be careful to group together ads with similar niche keywords.

2. DO include your keywords in your AdWords copy
Google AdWords automatically highlights the keywords that your ad is optimized for. It is highly recommended that you include your niche keyword in your ad’s copy so that it gets highlighted. This attracts the viewers’ attention and they can immediately decide whether this ad is something that can help them or not.

If your ad copy is vague, 2 things can happen: a) your desired target market will just ignore your ad because they don’t see anything that can help them or b) a random Internet surfer will click your ad, just to see where it leads. Either way, you lose money.

3. DO have a converting landing page
Your landing page is as important as your keywords and your AdWords copy. Search engine marketers make the usual mistake of redirecting all their ads to the company’s home page.

Take into consideration the thought process of an online market. They search for what they need using specific terms. They expect to be taken to the page that will immediately give them what they need. And then they lean towards making a purchase.

Most instances, your home page will be too vague. Redirect users to the page where the content is most relevant to the keyword that the user searched for. This will immediately tell them that you know what they’re looking for, and they’ll become more interested in what other things you have to say.

4. DO track the performance of your AdWords regularly
Online and traditional marketing campaigns work best when they are measured. Regular tracking tells you immediately whether your campaign is working or not. This way, you can constantly tweak specific elements of your campaign to match changes in the market.

Tracking protects you from realizing mistakes too late—mistakes that will cost you a lot of money. Google AdWords comes with reports that you can view regularly and an interface that is easy to navigate. It is recommended that you read more into the results as opposed to just taking the figures at face value.

Blog Flipping: 5 Tips to Maximize Profits

A lot of big companies have come to realize the power of blogging and what it can contribute to their bottom line. Despite this realization, a lot of companies still find it difficult to come up with their own blogs due to a lot of factors, including lack of time, lack of budget, and zero patience to learn something from scratch.

All these corporate hindrances have given rise to another Web 2.0 business—Blog Flipping.

Blog Flipping allows good bloggers to make blogs for sale. Companies are attracted to these blogs because after purchasing a functioning blog, all they have to do is update content—which they could also choose to outsource. If you want to catch the Blog Flipping wave, here are 5 things to keep in mind so that you can maximize your profits.

1. Pick a topic and stick to it
Take a look at the different industries, and zero in on the field where blogs are scarce. Next, pick an industry focus you want to blog about, and stick to that focus. This will make it easier for you to identify the best keywords for SEO. A blog with a focus fares well in search engines, because Google, MSN, and Yahoo appreciate good web content.

2. Develop focused and optimized content
Now that you’ve chosen a category to focus on, it’s time to start writing. You have to do a little studying to know more about the industry you’ve chosen. Internet users and search engines can tell if you know what you’re talking about. Moreover, blogs get ranked according to how relevant they are to the viewing public.

Your content should reflect expertise in at least one aspect of the industry you’ve chosen. Make sure that you regularly update your content so that your blog remains relevant and informative.

3. Study the audience you want your blog to attract
Make it your mission to know the target market of the business you aim to sell your blog to. This allows you to come up with better blog entries, the kind that really speaks to your market. Research on the way they talk and what jargon they use. Most importantly, know what’s important to them, and that’s what you write about.

Remember that you’re not just selling a blog with stuff in it. You can demand a higher price if the blog you’ve created comes with a following that is profitable for the interested company.

4. Build relationships with top-ranking blogs
On top of an instant blog community, you can still charge more if your blog comes with approval from other top-ranking blogs. These blogs rank high and stay on top because people already consider them authority figures. Getting their approval will rub off a little of their clout onto your blog.

Read what these blogs have to say, and learn how people react to each post. You’ll definitely get tips on how to write better and ultimately, how to attract more of the right people.

5. Auction off your work
The moment you appear on the first page of Google for the keywords your prospective clients optimized for, it’s time to auction off your blog. Make sure that bidders understand the value of the readership and the industry credibility that already come with your blog.