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February 19, 2001

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' WEBSITE101: READING LIST
Reaching Great Minds Online
February 19, 2001 Issue #77
Mike Valentine, Editor, learn@website101.com



By subscription only Welcome to the February 19, 2001 issue

WEBSITE101: READING LIST

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IN THIS ISSUE:
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==> Feature Article: JohnDough@MadeOfMoney.com
==> Guest Article: Google Adwords
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JohnDough@MadeOfMoney.com
by Mike Banks Valentine

If you are a typical entrepreneur online operating a
small business website from your office PC there is now
a very effective way to increase the visibility for your
site with very little additional work. Did the title for
this article catch your attention? Typical email addresses
rarely grab anyone's attention with domain extensions of
aol.com or mylocalISP.com and especially yahoo.com or the
most common of all, hotmail.com

How do you seize the attention of jaded surfers and wrench
their perception with an email address? Simple, get your
free email from sites like:

http://www.ArtCity.com
http://www.MadeOfMoney.com
http://www.DoItYourself.com

How much more likely will someone be to actually want to
read your email if your email address showing in their
list of received mail makes them smile or mentions their
profession or their interests before they even open it?

Obviously it would serve your business to offer free email
from your own domain if your domain name is generic and
represents an entire industry or is funny or descriptive
like those listed above. Free email accounts can be set up
through several companies that provide a list of specific
names they've reserved for their company, such as the lists
at:

http://www.myownemail.com/ and
http://www.netforward.com/

There are multiple options to consider depending on how
you and your free email subscribers would prefer to receive
email. If you'd like a simple explanation of the three most
common types of email service available online, go to:

http://www.emailaddresses.com/guide_types.htm

This page helps you to understand the difference between
POP3 email, web-based email and email forwarding services.
Each have pros and cons depending on your preferences.

If you want to set up a free email account from your own
domain which will allow you to offer free email to your
web site visitors try visiting:

http://www.everyone.net

Everyone.net lets you set up your existing domain name for
free web-based email for your visitors. This has the added
benefit of potential customers seeing your domain name every
time a user of your free email sends email to anyone they
communicate with. It also allows you to insert a line or two
of promotion for your free email service and thus promote
your own web site to recipients of that email.

Be aware though, that you must set aside your existing
email addresses that you already use through your own site
for business purposes as you set up that free email. If you
forget that important step in setting up those accounts, it
could be possible to lose your existing addresses to new
free email sign-ups and your clients and contacts will lose
the ability to contact you!

The sign-up process is fairly straight forward with most of
these services and you'll be up and emailing with your new
promotional tool quickly.

Now you can promote within your targeted industry with your
highly targeted email address. Don't hesitate to obtain a
more generic or entertaining email address than the one you
use for your company or personal email. The email address
you set up this way can be a secondary address for you and
it's possible to set up several for different purposes. I use
MoneyMan@MadeOfMoney.com for posts to the Motley Fool bulletin
board and some finance related discussion lists but change to
Professor@WebSite101.com for posts to small business sites
and signature lines at AskMe.com and WZ.com where I discuss
small business web techniques and tools for home business.

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WebSite101 "Reading List" Weekly Netrepreneur Tip Sheet
Weekly Ezine emphasizing small business on the Internet
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articles available: http://website101.com/freecontent.html
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GUEST ARTICLE
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Google Adwords: Higher Traffic and Sales in 2 Hours or Less!

by Ben Chapi


There are various ways to purchase highly targeted advertising
at very low prices. Google AdWords is one simple and quick way to
to do this. Regardless of your budget, you can actually get your
text ads appearing on search result pages within minutes! You can
also target your ad to a specific language or country.

Pricing is based on the position in which your ad is shown but
there is no minimum amount required in order to open an account.
Google positions your ad based on how many users click on it over
time. Current rates range from $15-$10 (per thousand ads shown)
for positions 1-3, and $8 per thousand for positions 4-8.

According to Google, Adwords text ads have an average click through
rate 4-5 times higher than banner ads. I have generated click
through rates as high as 36% by using the guidelines outlined below.
I frequently test ads for as little as $1!

I've been using Google Adwords since it was first introduced and
I've found it to be very effective for testing ads. My best click
through rate so far has been 36% and the lowest being 0.98%! On
average my ads get a 20% click through rate on very focused keywords
and search terms and 6% on general popular relevant keywords. Here
is what I do.

When promoting my products I choose keywords/search terms that
are very specific to generate highly qualified prospects. I get
very few searches, but a very high click through rate. I then
keep the ad running for a very long time.

Example:

Instead of using keyword 'printer' for an ad about
printers, I use the exact model of the printer e.g.
'Lexmark Z11' or less focused 'Lexmark printer'. I
also put the search term in the title section. This
simple trick produces very high click through rates.

Here are some guidelines:

1. Avoid keywords that are too general.
Because ads are paid for on a CPM basis, you are likely to
spend money quickly with keywords that are too vague. Avoid
general keywords like 'business' or 'free'. Taylor each keyword
to your offer and use relevant terms/words in both the title
and the ad body.

2. Give Google users a compelling reason to click on your ad link.
The easiest way to do this is to provide something of value for
free.

3. Use a different ad for each keyword or search term.
This increases relevance and the likelihood that Google
users will click on it.

4. Test and monitor your ads. Refine and fine-tune your ad to
maximise click throughs. With Google you can do this in real time!

Google's Adwords has become very popular and Google have had to
increase the number of ad displays per keyword search from 3 to 8.
You can open an account and test this service by going to:

http://adwords.google.com

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Copyright 2000 Mike Valentine

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ISSN: 1527-5094
Mike Valentine
WebSite 101
learn@website101.com






 

   
 
 
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