[TSM] Newsletter 06-08-04 Three Cheap and Effective Ways to Drive Tons of Highly
 Targeted Traffic to Your Web Site
© 2004 Jeff D. Schuman
http://www.Team-Schuman.com/newsletter





Team-Schuman Marketplace Ezine [TSM] 
"Make M*oney At Home Tips & How To's"

Date: June 8, 2004

Editor: Jeff Schuman

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Today's featured article is: 

 Three Cheap and Effective Ways to Drive Tons of Highly
   Tar`geted Traffic to Your Web Site
   ~ by Corey Rudl

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- Introduction-Free Ad Details
- Ezine-In-A-Box-(complete with free set-up)
- Archived Newsletters
- Featured Article- "Three Ceap and Effective Ways to Drive Tons
   of Highly Tar`geted Traffic to Your Web Site"
- Subscriber Ads
- Closing Remarks

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FEATURED Article:

o  Three Cheap and Effective Ways to Drive Tons of Highly
   Tar`geted Traffic to Your Web Site
   ~ by Corey Rudl


It's been a long time since I talked about a couple of my
favorite Internet marketing strategies: Pay-Per-Click (PPC)
search engines and Affiliate Programs. These are two of the
best tools you can use to bring hordes of people who are
interested in buying your product or service to your web
site -- with little or no ri~sk to your pocketbook.

PPC search engines are great because once you've done your
homework and chosen the keywords people will use to find you
in the search engines (I'm going to show you how to do
this), it's easy to attract visitors who are interested in
what you have to offer, often for just a few pennies.

And Affiliate Programs are one of the best ways to get tons
of interested visitors to your site by having other people
do the legwork, promoting your web site for you. And the
best part is that there's absolutely no~risk to you because
you don't pay a dime unless visitors referred by your
affiliates buy your product or service -- so you don't pay
out commissions unless you already have cash in hand!

And last but not least, after we take a closer look at these
strategies, I want to show you a really cool way to combine
these two techniques that I'd bet my left shoe you've never
thought of... ;-)


1. Using PPC Search Engines to Get Cheap Tar`geted Traffic

As many of you may know, I've been a strong advocate of PPC
search engines for years. They remain one of the most
effective tools you can use to bring quick, cheap, tar`geted
traffic to your site.

True to their name, with pay-per-click search engines you
pay a premium every time a visitor clicks on your link --
anything from a few cents to a few dollars.

For example, let's say you have a web site that sells woolen
mittens. And you want to rank #1 in the search engines for
the term "woolen mittens."

To get a top-ten position in the free search engines, you'd
probably be looking at a few months (at least) of arduous
effort.

But in the pay-per-clicks, you can grab the #1 spot in just
minutes! That's because all you have to do is see how much
the person who has the #1 position is paying per click, and
simply outbid them by paying one penny more!

Then, when your potential customer searches for the term
"woolen mittens," your link will show up as the first
listing on the search results page. And each time searchers
click on your link, you'll pay however much you have bid for
that #1 position.

Determine your keyword bidding strategy

There are three advantages to bidding on keywords in the
pay-per-clicks:

You get effective advertising, because you only pay when
someone actually clicks through to your web site.


Your listing will get posted within a couple of hours to a
couple of days at the most, meaning you can start profiting
from increased traffic and sales almost immediately.


In order to rank in the #1 position, all you have to do is
outbid your competitors, which is usually only a matter of a
few pennies per click.

Done right, pay-per-click advertising can be very
profitable; however, you can lose a lot of money with your
PPC advertising if you're not careful. Here are some tips to
help you ensure your campaigns are profitable:

Avoid keywords that are too general. More general keywords
will attract a lot of traffic, driving up the cost of your
PPC campaign and converting few visitors to sales because
general search terms are not specific enough to attract the
right audience.


Ensure that the sales process on your web site is converting
visitors to buyers before you launch a full-scale PPC
campaign. You don't want to be spending money on getting the
traffic if your web site can't produce sales.


And finally, make sure you calculate how much you can afford
to bid on keywords to guarantee that you still turn a
profit.
To determine how much you can afford to bid on your
keywords, you will need to understand the value of each
visitor to your site. You can do this by determining the
number of sales you will get, the profit you will earn per
sale, and the number of unique visitors your site will
receive during a set period of time. It's generally easiest
to calculate these numbers on a monthly basis.

Here are three easy steps that will help you determine the
value of each individual visitor to your site:

To determine your visitor conversion rate (i.e., the
percentage of visitors who buy from you), calculate:

number of unique visitors ÷ number of sales = visitor
conversion rate


To calculate your net profit per sale, calculate:

(gross revenue - total expenses) ÷ number of sales = net
profit per sale


To determine the value of each of visitor to your site,
calculate:

net profit per sale ÷ visitor conversion rate = individual
visitor value
Once you understand the value of your visitors, you will be
able to set your maximum bid for keywords. For example, you
may determine that each individual visitor to your site is
worth 50 cents in pure profit. This means you can afford to
bid a maximum of 49 cents per click to guarantee that you
will generate profits.

The value of your visitors may also help you determine which
PPC search engines you will use, as the minimum bid on
keywords in some search engines may be higher than in
others.

Choose a pay-per-click search engine to use

Overture.com is the largest and most far-reaching PPC search
engine, but its popularity has driven up the cost of
advertising with the company. The beauty of bidding on
keywords in Overture is that your web site will be listed
not only on Overture, but also at Yahoo!, MSN, AltaVista,
CNN.com, and InfoSpace, provided your bid is in the top
three for a particular keyword.

Other good, cheap PPC search engines worth exploring include
Findwhat, 7Search, and Kanoodle.

Get listed on the first page of Google

Google Adwords is also an excellent option, though
technically it's not really a pay-per-click search engine.
Instead, it's a "pay-per-position" advertising model that is
the only way to get listed on the first page of Google
without fighting your way through the free listings.

Google Adwords listings show up in colored boxes on the
right-hand side of Google's free search results, giving you
tons of great exposure.

With Google Adwords, you bid on keywords for placement;
however, Google Adwords also lists ads by popularity (how
many clicks they get). You may be paying for placement, but
unless your link receives more click-throughs than your
competition's links, your listing may not appear in the top
spots of the search results.

Find the keywords that your market is searching for

Start by checking your web logs to see what keywords your
visitors searched for to arrive at your site (check with
your web host if you don't have access to these statistics).
These will provide a good indication of what kinds of terms
your potential customers think of when they're looking for a
product or service like yours.

You may also want to consider using a service such as
WordTracker, which allows you to easily see which keywords
are frequently searched by your target market in the major
search engines -- but are not being used by your
competition.

All you have to do is enter your keyword, and WordTracker
will check its massive database to see how often people are
looking for that term, how many competing sites are using
that particular keyword, and how much they are bidding in
the PPC search engines.

A tool like this will help you choose excellent keywords to
bid on. It will also allow you to view the bid price of each
keyword in separate PPC search engines, which will help you
decide whether the cost of bidding on the keyword is in your
ballpark or not.

For example, WordTracker might display the following results
for the keywords "Atkins Diet" in Overture.com:


Keyword: Atkins Diet
Bid Rank   1 2 3 4 5 6 7 8
Bid Price   $0.48 $0.38 $0.37 $0.35 $0.31 $0.30 $0.29 $0.28

As you can see, if you wanted to be ranked #1 in the search
engine results for the keyword "Atkins Diet" in Overture,
you'd need to bid 49 cents. You would also need a great
sales process -- because at over 24,000 clicks in the last
30 days alone, this term would cost you almost $12,000 a
month to keep a top listing at 49 cents a click!

A freee trial version of WordTracker is available at:
http://netprofitstoday.com/wordtracker. There is also a much more
robust paid version as well.

Now let's shift our focus to an even more powerful tool that
I've used to grow my own business, and that I strongly
recommend as one of the key strategies you can use to direct
massive amounts of qualified traffic to your site... without
spending a dime up front!

2. Using Affiliate Programs to Get Loads of Qualified
Traffic

An Affiliate Program (also referred to as a "Reseller" or
"Associate" Program) is a way to get other people to promote
your product or service. For every customer (not visitor)
that your "affiliates" send to your web site, you pay them a
commission.

Your affiliates send visitors to your web site using banner
ads, text links, letters of referral, etc... and you track
these visitors using special software. For every visitor who
decides to buy, you pay your affiliate a commission -- a
percentage of the profits you make.

It's an extremely powerful, profitable way to grow your
business because:

It's a win-win partnership, so enlisting an army of
affiliates to promote your product is extremely easy. Your
affiliates get paid when they refer a paying customer to
your web site.


There are no up-front advertising costs, because you only
pay your affiliates for advertising that gets you sales.
Whether they send 10 visitors a day to your site or 10,000,
you only pay them for the sale of your product or service.


It's extremely low-risk. Setting up your own affiliate
program doesn't cost much at all if you're prepared to do
some work yourself.


You can literally explode your online sales by enlisting an
army of affiliates to promote your product or service for
you.
Since you know your product or service better than anyone
else, you'll probably have an idea of how you want to
promote it. Providing your affiliates with banners, product
images, text links, etc. will allow them to get started
promoting your product or service faster and more
effectively.

One of the best strategies for motivating your affiliates to
promote your product or service is to pay them well for
their efforts. If the commissions you offer aren't
attractive enough, your affiliates just won't be motivated.

Additional incentives, such as bonuses for a certain number
of sales, will motivate your best affiliates to actively
promote your site, putting in as much effort as possible to
refer sales on your behalf.

Set up and manage your affiliate program

In order to run a successful affiliate program, you need to
be able to:

Create a separate account for each new affiliate

Track each of their referred sales on each of your products
that they are promoting

Calculate commissions based on referred sales
A few years ago, there was no special software to do all
this. It was a complicated and time-consuming process to
track affiliate sales.

But today, you can use software to automatically keep track
of which affiliate made which sale and exactly how much you
owe each affiliate. Tracking 10,000 affiliates is just as
easy as tracking one!

A number of software programs are available to manage your
affiliate program, but you'll want to check out a few to see
how easy they are to set up and use.

All-in-one affiliate tracking software like AssocTRAC
(www.assoctrac.com) will cost a few hundred dollars and will
give you an easy and functional way to automate your
affiliate program. Remember that cheaper programs may be
appealing at first, but may lack the functionality of tried
and tested software.

3. How You Can Combine These Two Strategies for Even BIGGER
Profits!

Now that you've had a "refresher course" on the power of PPC
search engines and affiliate programs, I want to show you an
extremely effective way to combine the two strategies and
boost the flow of targeted visitors to your site!

Here's all you do: Encourage your affiliates to try bidding
on your keywords to market your product or service in the
PPC search engines.

You might think that this would drive up bidding costs, and
that you'll wind up actually competing for pay-per-click
placement against people who are supposed to be working for
you. But the fact is, encouraging your affiliates to bid on
your keywords can help to get you a LOT more exposure in the
search results!

Think about this: Typically, when searchers enter their
search term and your site appears in the results, your link
will be listed alongside links to other web sites... your
competitors' web sites.

Now imagine you have a handful of affiliates using the same
keywords as you. People enter their search term and your
site appears in the results. But instead of being surrounded
by links to your competitors' sites, you are surrounded by
more links to your OWN web site!

By using this strategy, you are taking up valuable search
engine "real estate." Picture the search engines as a strip
mall, and the web site links as the storefronts in the mall
(also known as real estate). The more of these storefronts
you occupy with your product, the less space there will be
left for your competitors' product -- and the more likely it
is that a shopper is going to see your product and buy it.

You may feel that some keywords should be yours and yours
alone -- like your company name -- and wish to include a
clause in the contract between you and your affiliate,
restricting them from using those keywords. It's up to you
if you want to do this, but note that your affiliate does
not need your permission to bid on your company name unless
you've specifically asked them not to.

That said, it really doesn't hurt to let your affiliates bid
on your company name in the pay-per-click search engines.
Whatever your affiliates are doing to get qualified traffic
to your site can only benefit you.

So there's no need to worry that your affiliates could
outbid you, or drive up the costs of your PPC advertising...

Because the most important thing to remember about your
affiliates is that they are your teammates or business
partners, working with you to market your product or
service. Competing with them for the top spot is
counterproductive, especially since the goal is to occupy as
much of the search engine results page as you can with links
to your site.

If your affiliates are taking the initiative to advertise on
your behalf in the pay-per-clicks, don't waste your money
outbidding them. Instead, check to see how much your
competitors are bidding on keywords and spend your time and
money keeping ahead of them. Your campaign should be aimed
at outbidding your competition, not your affiliates, for top
placement in the PPC search engine results.

You may want to consider actively encouraging your
affiliates to try PPC advertising! If you decide to do this,
you might want to provide them with a few tips and
strategies on how they can use the PPCs to their advantage
-- because, in the end, this will be to your advantage, too.

4. Final Thoughts

By themselves, both PPC search engines and affiliate
programs are hugely effective ways to draw a paying crowd to
your site. They are two of the most powerful
traffic-generation techniques on the Internet today, and the
real beauty of them both is that they will cost you next to
nothing.

Once your affiliate program is up and running -- and
automated with software like AssocTRAC -- you won't have to
spend any time or money at all. As your affiliates promote
your products for you, your software tracks their sales for
you, and it makes sure they are only scheduled to be paid
after a sale is made.

It's one of the smartest marketing strategies you can use.

And I feel just as strongly about using pay-per-click search
engines -- particularly if you are a small business owner
going after a niche market on the 'Net. Pay-per-clicks are
the fastest way to get your product in front of your exact
target audience so you can see immediate results. And, by
keeping a close eye on your return on investment for each
keyword you bid on, you can ensure that your pay-per-click
campaigns are always enormously profitable.

By combining these two powerful strategies to maximize your
coverage in the pay-per-click listings, you can dominate
your market space swiftly and effectively. Having your
affiliates join you in the pay-per-clicks is really only a
natural extension of both affiliate programs and PPC
advertising, but it's a technique that doesn't get taken
advantage of often enough.

There are lots of online resources to help you get started
with your affiliate program or PPC campaign. One of the best
is the "Insider Secrets to Marketing Your Business on the
Internet -- Version 2004" course, where you'll find detailed
descriptions of how you can profit with these proven
strategies.



ABOUT THE AUTHOR: Corey Rudl is the owner of four 
highly successful online businesses that attract more 
than 1.8 million visitors per month and generate over 
$6.6 million each year. He is also the author of the 
#1 best-selling Internet Marketing course online. 


To check out his site that's JAM-PACKED WITH THE EXACT 
INFORMATION YOU NEED to start, build, and grow your very 
own profitable Internet business, I highly recommend visiting:

http://www.marketingtips.com/t.cgi/768955/


This guy really knows what he's talking about!


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Jeff Schuman, Editor
Team-Schuman Marketplace
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