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Part 4: Start To Finish - Building A Website And Profiting
In this part I will go over paid advertising because I get a lot of questions about how I can put up an ad and be profitable.
If you'd like to skip ahead to a section you know you need help with, use these links:
Part 1: Domain Registrars
Part 2: Hosting Companies
Part 3: Web Design
Part 5: On Page Optimization
Part 6: Off Page Optimization
Part 7: Client Relations
And Here, We, Go!
There are multiple PPC platforms like Adwords and Adcenter (bing and yahoos platform) and they can yield an amazing ROI (return of/on investment) in a very short time if done right.
Adwords is by far the more popular pay per click platform because it is ran by Google and they are the biggest search engine today pulling in roughly 70% to 80% of all search traffic each and every day.
When setting up your adwords account you should always use your personal email and not a website support email because your personal email will more than likely outlive your website. Registration is pretty simple and all you need is a bank account and some personal information for billing purposes. I think now you can even set up an adwords account and not even have a website set up.
Building your ads can be a tricky thing to do. You'll need to split test a lot of your ads since some of the ads you think would do great, will actually be pretty horrible. I've set up ads that I thought were garbage and they converted much better than the ads I took 20 minutes to analyze and set up.
In your ads you should get a number in there, whether it be your pricing or if you're running a short ad and you put "3 days left" to show urgency. Either way, this is a great way to entice clicks and it also lets people know what they're clicking through to.
Get your relevancy as close to 10 as possible. The higher the relevancy, the lower your cost per click will be. Relevancy is calculated by how well your ad matches the page you're linking to. Another factor is how well your ad is working with the traffic on Google. If you're getting a good CTR (click through rate) you'll see your relevancy jump up a bit. I've noticed that my relevancy always goes up after a week because Google now has enough data to more accurately evaluate my ad and website.
Now if you read everything I typed about Google up above this, you'll probably be able to run adcenter the exact same way since it's a similar platform for a similar search engine. There aren't any differences in how they display ads and how they evaluate your website and ad. So pretty much you can use the same step by step I posted about Google and use it for Yahoo! and Bings advertising platform, adcenter.
Now BSA (BuySellAds) can be a great thing or your worst nightmare. You just have to be smart about your ad buys since you don't get a refund based on poor performance. Do your research before just picking any ad that says they will show your banner to 1,000,000 people.
Impressions are based on how many times your ad is seen, and this is how BSA will show you what ads are better than others. But this isn't always the case because the page where you're advertising may load 100,000 times, but your ad is in the footer where no one looks. Even if someone doesn't scroll all the way down, it still counts as an impression and this is a trick people use to increase the pricing of their less than amazing ad spots Search for ads that are above the fold, meaning you don't have to scroll down in order to see the ad.
Your banner/image choice plays a huge deal in how well your ad will perform. I'd suggest hiring a banner designer here on SeoClerks and getting a few designs for each size made so that you can split test them. I like to do a static ad (doesn't move or flash), an ad with a call to action button "CLICK HERE" that flashes slightly, and a very annoying ad that constantly flashes in order to stand out from almost anything online. Running all 3 at the same time will give you a better understanding of what will work best on the website you choose to advertise on. After 2 weeks you'll get a good idea of what ad is performing best and you can pause the two that aren't performing as well.
This is truly an untapped method that can be used in any niche. I know right now you're saying "Thank You For This! Buy why are you telling us?" I'm telling you because it can't be saturated
Have you ever hear of WHOIS? Sure you have, a lot of us know what that is and if you don't, I'll tell you. WHOIS basically shows all the information a website was registered with. It will typically give you a name, address, email and sometimes the phone number of who registered the domain name. The person who registered the domain name is typically the person in charge of the advertising as well.
You can search whois records easily right here: http://www.whois.com/whois/
Now you have an email and possibly a phone number of the website owner who owns the website you want to advertise on. I usually just email the person once a week for 4 weeks and see if they respond, but if they aren't responding to that you can always give them a call ;)
The pricing for these websites is usually cheaper since they haven't thought of advertising sections on their website. You can ask them how many uniques they're getting each month and pitch them a price off of that. If you can get an ad spot for $50 to $100 and the website is getting 100,000 uniques a month, you've just found an ad that will give you a serious ROI
This is just part 4 or at least 6 of my "Start To Finish - Building A Website And Profiting" guide.