27_754943 bindex.qxp 12/28/05 7:21 PM Page 351 Index ads • Symbols and within category, managing, 187–190 content sites, poorly placed, 277–278 Numerics • content-placement, 278 $$$! (dollar signs, exclamation mark), 136 copying and deleting, 187 !!! (exclamation marks), 136 creating, 200–201 - (minus sign), 202 eBay, 40 #1 position, 149–151 field length listed by PPC system, 123, 124 “ (quotation marks), 202 geo-targeting, 254–255 7Search.com PPC system, 30, 244 groups, managing, 213–214 [] (square brackets), 202 placement locations, 154 pop-up, 36–37, 118 position, factors governing, 214–215 • A • uploading spreadsheet with keywords and ads, 185–186 above the fold ads, banner click fraud rates, 330 Google size, 288 keyword prices and, 151–153 placement, paying for, 9 acceptable lead cost, 48, 49 PPC design, 16 account problems with, 13, 15 bidding on keywords from different, Ads Diagnostics Tool link, 213 156–157 ads, rejected Google AdWords system, creating, 198–199 appealing, 138 Google local targeting, setting up, 257 reviewing, 222 MSN Keywords AdCenter, creating, 224–229 ads, tracking Yahoo! Sponsored Search, 168–171, 180–183 described, 311 action, breakeven cost per Google, 314–315 calculating, 47–48 JavaScript tracking codes, 311–312 described, 45, 46 sales funnel, 308–309 ROI calculation, 49–50 third-party systems, 315–316 AdCenter (MSN), 27, 224–229 URL tags, 312 address, IP Yahoo! Marketing Console, 312–314 click fraud, 327, 328, 332 ads, writing local search, 251–253 benefits, selling the “sizzle”, 127–129 address targeting, 260–263 calls to action, 132 address, URL COPYRIGHTEDchanges, MATERIAL benefits of small, 120–122 destination, MSN search, 235–236 clear and direct language, 130–131 display and target, 123, 200 competitive advantage, 129–130 for keywords, specifying in Google AdWords keywords, including, 126–127 system, 211–212 mixed-case domain names, 132 mixed-case, using in ads, 132 power words, 131 paid inclusion, 38, 300–301 PPC system restrictions, 125, 135–138 tracking tags, 312 small size, 122–125 Vibrant Media IntelliTXT system, 37 spelling, grammar, and punctuation, 133 adMarketPlace second-tier content match testing, 138–140 system, 35, 291 urgency, 132 ad-placement model, 9–10 useless clickers, discouraging, 133–134 27_754943 bindex.qxp 12/28/05 7:21 PM Page 352 352 Pay Per Click Search Engine Marketing For Dummies AdSense (Google) site targeting, 281–285 described, 15 turning off content placement, 206–207 selling clicks, 340 affiliate programs, 343 Advanced match Yahoo! search, 161–162, 163 age, targeting in MSN Keywords advantage, competitive, 129–130 system, 228–229 advertising, brand AJInteractive PPC system, 30, 244 awareness advertising and, 59, 61–62 Alchemist Media click-fraud system, 334 businesses, lack of value to, 57–58 All Campaigns page definitions, 58 editing settings, 208–209 why it doesn’t work, 59–61 screen contents, 208 advertising campaign AllAboard Toys Web site, 117–118 Google, 208–209, 212–213 AltaVista.com ad placement locations, 154 gross profit per, 52–53 Amazon Web site, 116–117 landing pages, 109 ambiguous terms, 88 MSN Keywords, 224, 237–239 animation rules, 288 ROI, essential factors, 63–64 A9.com ad placement locations, 154 Yahoo!, 187–191 AOL (America Online) advertising, contextual ad placement locations, 154 click fraud, 16, 326 shopping directory, 297 described, 15 Atlas OnePoint bid management tool, 321–322 PPC systems, 33–36 author’s Web site, 3, 345 advertising, losing money with, 21–22 auto-bidding software, 157, 219–220 advertising, search average sale price, 47 control over, 19–20 awareness advertising, 59, 61–62 described, 15–16 placement, choosing, 16–17 position, bidding for, 17–19 • B • AdWatcher click-fraud system, 334 Back button, 118 AdWords system (Google) banned products list, 135 account, creating, 198–199 banner ads ad, creating, 200–201 Google size, 288 ad groups, managing, 213–214 placement, paying for, 9 ad position, factors governing, 214–215 PPC design, 16 All Campaigns page, 208–209 problems with, 13, 15 bids and URLs for keywords, barred ads specifying, 211–212 appealing, 138 budget information, entering, 203 reviewing, 222 campaigns, managing, 212–213 below the fold content network, configuring, 280–281 click fraud, protecting against, 330 described, 15–16, 197, 279–280 keyword prices and, 151–153 discounter, 217–218 benefits, selling the “sizzle”, 127–129 dynamic keyword insertion, 210–211 Bid bid-management tool, 323 help placing bids, 218–221 bid management tools keywords, entering, 201–202 Atlas OnePoint, 321–322 Learning Center, 346 Bid, 323 matching options, changing, 221–222 BidHero, 322 minimum bids and Quality Score, 215–217 BidRank, 323 network ad formats, 285–289 building your own, 323 performance, improving, 218 described, 317–318 rejected ads, reviewing, 222 Dynamic Bid Maximizer, 323 sign up, completing, 203–206 27_754943 bindex.qxp 12/28/05 7:21 PM Page 353 Index 353 firms, 324 breakeven click value Google, 320 bidding on keywords, 146–147 KeywordMax’s BidDirector, 322 conversion ratio, 49 MSN, 320 described, 45 PPC Pro, 323 breakeven cost per sale/per action PPCBidTracker, 323 calculating, 47–48 requirements, 318–320 described, 45, 46 Yahoo!, 320–321 ROI calculation, 49–50 bid to position/bid to price, 17–19, 156 Broad match Google search bidding on keywords described, 160, 163 auto-bidding software, 157, 219–220 keywords, entering, 202 bid to position or bid to price, 17–19, 156 Broad matched MSN keyword search, 233 breakeven click value, 146–147 budget competitors, forcing to overpay, 148–149 Google, 203, 208–209 CTR, adjusting based on, 155–156 MSN Keywords system, 225 described, 17–19, 141 Yahoo!, 179–180 from different accounts, 156–157 Budget Optimizer automatic bidding distribution, 153–155 tool, 219–220 finding cheaper alternatives, 157 business competition fold, above or below, 151–153 keywords, examining, 71 gaps, 155 overpaying, forcing bidding up, 148–149 Manage Bids page, 190–191 Wordtracker analysis, 84–85 matching methods, 158–164 Business.com PPC system, 245 maximum, starting at, 147 buttons origins of, 13 Back, 118 position #1, 149–151 call to action, 105 sample bids and actual click costs, 144–146 buy, ratio of clickers who second-tier systems, strategies for, 244 banner advertising, 13 View Bids Tool, 142–143 breakeven click value, 49 BidDirector (KeywordMax), 322 click fraud, identifying, 330 BidHero bid-management tool, 322 described, 45 BidRank bid-management tool, 323 gross profit per campaign, 52 billing info, Yahoo! Sponsored Search, 180 keywords and ROI, 51 BizRate shopping directory, 39, 296 reasons clickers don’t buy, 325 Blockbuster Web site, 112–113 second-tier systems, 244 Blowsearch PPC system, 245 boosting performance changes, 62–63 • C • improving, 218 calculating ROI ROI terms, 44–46, 53–54 brand-advertising value, 57–62 search-engine optimization, 23 breakeven cost per action, 49–50 bottom bids calculation tools, 46 Google and Yahoo!, 17 changes to make profit, 62–63 Google Quality Score, 215–217 conversion, 44 boxes, effective Web site design, 115 deferred actions, 54 Brainfox PPC system, 30, 245 described, 45 brand-advertising value essential campaign factors, 63–64 awareness advertising and, 59, 61–62 gross profit and breakeven cost businesses, lack of value to, 57–58 per sale, 46–49 definitions, 58 gross profit per campaign, 52–53 why it doesn’t work, 59–61 lifetime value, 56–57 27_754943 bindex.qxp 12/28/05 7:21 PM Page 354 354 Pay Per Click Search Engine Marketing For Dummies calculating ROI (continued) click, breakeven cost per numbers important to, 51 calculating, 47–48 offline sales, 54–56 described, 45, 46 performance, terms for, 44–46, 53–54 ROI calculation, 49–50 third-tier PPC systems, 31 click fraud call to action, 105–106 content-placement ads, 278 campaign contextual advertising and, 16, 326 Google, 208–209, 212–213 cost-per-action system, 42 gross profit per, 52–53 detection service, 333–334 landing pages, 109 estimates of, 325 MSN Keywords, 224, 237–239 identifying, 331–333 ROI, essential factors, 63–64 impression fraud, 328–329 Yahoo!, 187–191 PPC systems, 329–330, 334 capitalization protecting yourself, 330–331 keyword, 211 raising cost of keywords, 326–327 mixed-case domain names, using in ads, 132 tactics, 327–328 overuse, 137 click value, 45 Cars.com Web site, sample PPC ads, 36 ClickBank affiliate network, 343 category, managing ads within, 187–190 clickers who buy, ratio of channel conflict, 55 banner advertising, 13 choosing keywords. See also breakeven click value, 49 Wordtracker tool click fraud, identifying, 330 ambiguous terms, 88 described, 45 within category, managing, 187–190 gross profit per campaign, 52 colleagues, brainstorming with, 72 keywords and ROI, 51 competitors’ tags, examining, 71 reasons clickers don’t buy, 325 conversion ratios and ROI, 51 second-tier systems, 244 different meanings, 88 ClickLab click-fraud system, 334 expensive, avoiding, 330 Clicksor PPC system, 245 Google Keyword Selector tool, 74–75 click-through rate. See CTR high value for resale, 338–339 ClickTracks traffic-report program, 316 importance, 65–66 CNN.com ad placement locations, 154 obvious, identifying, 67–71 Comma Separated Values (CSV) text file, 230 phrases, 89 Commission Junction affiliate network, 343 placement, choosing, 16–17 common word combinations, 69 prey, thinking like, 67 company name, 68 specific rather than general, 86–88 competition trademark problems, 89–92 keywords, examining, 71 View Bids tool, 75–76 overpaying, forcing bidding up, 148–149 Web