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Free Advertising vs Paid Advertising Campaigns (part 2) Trina L.C. Schiller Maximizing Your Online Advertising Dollars By Trina L.C. Schiller We've already established that you will get further, faster, by utilizing paid advertising resources over free advertising. You must target active buyers in order to sell. Now, let's get into how this can be accomplished. THREE WORDS - SEARCH ENGINE INJECTION People go to search engines to find what they are looking for, so that is the place you want to be. PAY-PER-CLICK: Basically, with this type of advertising, you need to open an advertiser's account with a PPC search engine . Select the keywords that your target market are using, and bid on them. The higher you bid per keyword, the higher is the search results you will appear for those keywords. You only pay the search engine for the actual clicks you receive, not for the number of times your link is shown. For example: You select the keyword pet care. You bid .05c per click, and you have the highest bid for that keyword. Your link will be in the number one position for the search results for that keyword. You only pay that .05c when your link is clicked on, sending that person to your site. CONTEXTUAL ADS: With this type of advertising, you create keyword targeted ads , and decide on the maximum amount you are willing to pay for each click. This is also referred to as Cost Per Click (CPC) advertising. Rather than just bidding on keywords to rank in search results, you create an advertisement around targeted keywords, and based on how much you are willing to pay, your ad will appear in the search results when someone searches your keywords. PPC puts your link in the search results, CPC puts your advertisement in the search results. In the case of Google AdWords, your ad would appear in the right sidebar on the results page. The advantage of this type of advertising, over PPC, is that webmasters everywhere use programs like Ad Sense, to place targeted advertisements on their own web sites, to generate extra income for themselves. As a result of this, your advertisement could end up on thousands, even millions of web pages throughout the net. EZINE ADVERTISING: Running ads in ezines, solo ads in particular, is a fairly good way to promote your business. However, unless the ezine is published on the web, rather than through email, it will not get you into the search results of your target market. The great thing about ezine advertising is that you can still target your audience, by advertising in market specific publications. For instance, if you are promoting children's products, then your ezine advertising can be focused on parenting publications. If you're selling dog shampoo, then you can run your ads in ezines that are devoted to pets and pet care. Now, the absolute best way to utilize ezines for promotion is through the writing and submittal of articles. Articles can be submitted to directories and syndication services, allowing publishers to use your content in their own publications and on their web sites. This is extremely viral. If your articles are good, they will be picked up and used by publishers and webmasters who are looking for content related to your subject matter. This is one way that you can effectively leverage someone elses list. The key here, is to write good articles. If you are not a versed writer, hire a professional. Ghostwriters will write content for you, for a fee of course, which you will retain the copyright for, and can distribute as your own work, to as many directories and publications as you wish. More than that, if you submit your articles to publications that are syndicated, using RSS feeds, you will find that you are reaching more people with less effort, while being indexed in the search engines as well. Syndicated publications have a further reach because they are able to be reproduced quickly and easily on other web sites across the net. Think of it in these terms: Dear Abby is a syndicated columnist. Her column appears, not in a single newspaper, but in thousands of newspapers nation wide. Why? Because the publishers of those papers know that folks want to read her column. So, if they want to please their readers, they will provide them with what they want to read. This concept can be applied to the Internet as well. Additionally, if you have your own web site, you may want to consider syndicating a publication or two on your own pages, to provide your visitors with interesting information, relevant to their needs. This will give them more reason to return to your web site regularly, which obviously gives you repeat opportunities to sell to them. The secret to success with any advertising campaign is getting in front of your buyers. Put your information in the hands of those looking for it. Don't spend all of your valuable time posting free ads all over the net, hoping that someone will click your link. Would you like to know why marketing gurus promote free advertising? It is because they've joint ventured their way into free upgraded memberships in these free advertising programs, counting on their personal endorsements to get you to sign up and then upgrade, all the while, building their contact list to include you. And once you upgrade, it's not free advertising anymore, is it? Copyright © 2006 The Trii-Zine Ezine www.ezines1.com Keywords: free advertising, PPC advertising, CPC advertising, ezine advertising, article advertising About the Author: 
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