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As you probably know, Google Adwords is a pay-per-click solution offered by Google. As with other PPCs, you are given the ability to place your small advertisement on various platforms controlled by Google. While the platform provides you with a large audience, you must manipulate your keywords to generate success.

Matching Options

When running an Adwords campaign, you can and should define when your keywords will appear in search results. To do this, you can select matching options for each of your keywords to either reach a broad audience or target a niche.

The Google Adwords platform allows you to select four matching options:

Broad Match

Broad match is the default setting for an Adwords campaign. Broad match means your ad will appear in search results when any combination of the words in your keyword phrase search. Many an advertiser has learned expensive lessons using this setting. Let’s look at an example.

Assume I am selling travel writing diaries and using “travel journals” as my keyword phrase. Any time a person enters any combination of “travel” and “journals” in a search, my ad will appear. The ad will also appear for plurals and relevant variations. While this may sound great at first glance, a broad match setting can result in low quality hits and poor conversion rates. A person searching for travel journal stories is going to see my link. While a decent percentage will click my link, they are far less likely to buy because they are just browsing. Using broad match, my costs go up and my conversions go down.

Broad match isn’t necessarily a bad option. If your product makes a popular Christmas gift, you definitely want to use the broad match option in November and December. You prospective clients will be motivated to buy. Even the “browsing” surfers will convert well.

Phrase Match

Phrase match is a matching option that gives you a bit more control over your ads. Phrase match tells the Adwords platform to only show your ad when a search is conducted for the particular order of your keyword phrase. Using the phrase match option for “travel journals”, my ad would appear when someone search for a phrase with “travel journals” in it, but not “journals travel”. To use phrase match for keyword phrases, you simply place quotation marks around them.

Exact Match

Exact match is…exact match. It is the most targeted option. You should use it only if you want your ad to appear in searches for the exact keyword phrase as written. For instance, if I want my ad to appear in searches for “travel journals” and nothing else, I will use the exact match. To select the exact match option, simply place brackets (”[]“) around the keyword phrase.

Negative Match

No, the negative match option doesn’t involve cussing, insults or adult sites. Instead, it allows you to designate which keyword phrase search results you do not want your ad to appear in. For example, I may not want my travel journal product to appear in search results for “Amazon travel journals”. I would simply list the keyword phrase with a dash (-) in front of it and my ad will not appear. The negative match option is a tremendous option for eliminating junk traffic from your Adwords campaign.

The Google Adwords platform is a tremendous advertising platform. Effectively manipulate your keywords and it can be a highly profitable one as well.

Halstatt Pires is with http://www.marketingtitan.com - an Internet marketing and advertising company comprised of a search engine optimization specialist providing meta tag optimization services and Internet marketing consultant providing internet marketing solutions through integrated design and programming services.

Being a restaurant owner means you are always interested in getting more people into your restaurant, whether that be return customers or new customers, hopefully always a mixture of both. Fortunately, the Internet can help you in your marketing goals and not cost you a lot of money. However, since you will be marketing your particular restaurant, even if it is a chain, you will need to include a lot of locally specific information.

Tip #1 - Directories

A great way to increase your traffic is to focus on local directories that focus on area restaurants. You can provide your information, menu, pricing guide, directions, and other pertinent information so when individuals are searching online, whether locals or visitors they will come across your link. This will allow you to reach more people than otherwise and always put your restaurants name in people’s minds when they are considering where they want to eat.

Tip #2 - Links

Links are great for driving traffic, regardless of whether you want local traffic or not. For local traffic you will need to get your link on a lot of other local web pages to increase your area exposure. It does not matter where your links are as long as you have them when it comes to search engine statistics. If you have a lot of links you will get better search engine rankings.

Tip #3 - Keywords

Keywords are also important for your restaurant to get more business. Evaluate what keywords describe your restaurant and services and be sure to include your location in city and state. This will help your information to come up when people are looking for a specific type of restaurant in your area.

Tip #4 - URL at Restaurant

Another interesting tactic that works well is for you to include your domain name on your paper napkins, menus, mints, and anything else that people will see when dining in your restaurant. They will realize you have a web presence and will be able to visit the next time they are considering eating out. They can use your website to book reservations, place a takeout order, read the menu, or simply get directions. This is a great way to keep new and return customers informed and returning.

Now that you know how to get your restaurant promoted online go ahead and start today. You don’t want to lose anymore business to the competing restaurants that already have an online presence. Get started immediately and enjoy your increased traffic and sales. Once you see your results, you will wonder why you waited so long to get your restaurant online.

Michael Turner reveals his foolproof way to increase website traffic in his free 7 part mini-series. Grab it free right now at http://www.powertraffictactics.com/

I chose a group of artsy snow flake designs from my net page website design professional, who created a whole plethora of Christmas designs for my new site launch in December.

We feature cloth doll patterns for snow men, snow women & snow children, along with a few patterns for some whimsical reindeer & a few elves, as well.

We needed an entirely new look & font for our web pages with the wintry theme, & our designer did a beautiful job in creating all of these things for us.

Our sales for our Christmas line of patterns has gone up by over 30% since last year. If you want your web design to be impressive, you will need to ask your website design professional to create a unique & artsy look & font to go with your theme & colors.

Your sales will then increase, because the traffic to your site will increase, due to the cool new eye candy provided you by your site designer.

We used this strategy for our new net site & got such a strong response back for the look & feel of the web site. Many people emailed us complimenting us on our site’s new look & wished to know who the designer was, & we referred them to our designer.

If you’ve gone through all the hard work of a link building campaign, you expect to be rewarded with some impressive links. The reality is that many people are disappointed with the trickle of links and the trickle of traffic that their efforts produce.

If that sounds familiar to you, then you need to step back a bit and re-access your linking strategy. Are you really giving enough thought to your strategy? One of the most popular topics from the customer survey last issue was “The definitive linking strategy”. So here goes.

First of all, link building is not about search engine optimization, it’s not about boosting your Google PageRank, it’s not about publishing a link directory and it’s not about swapping links with as many other websites as possible.

So what is link building about and where should you put your efforts for maximum return?

Strategic link building is about establishing your competitive position in the online marketplace that already exists, albeit informally around your industry sector.

How do you define the online marketplace?

When potential customers look for an answer to their problem, they’ll do a search on Google, they’ll scan directories, read articles and product reviews, lurk on discussion groups and evaluate competitors.

The sites that your potential customers use to do this make up the online marketplace around your industry. These are the sites you need to be on and your linking strategy must get you there.

An effective link building strategy is not, “I’m looking for 50 links from websites with a minimum PR of 5″ but rather, “I want 50 links from the most important information websites that my customers and potential customers regularly use.”

1. Understand your marketplace

What market sectors do you really service? How do these different sectors rank in terms of importance to your business?

You may think you’re selling to “the technology market” and you may look for relevant technology portals like Techweb.com : but what significant niches exist within that market. Suppose education is an important sector for your technology business, then you’d want to look for an education portal that concentrates on technology - for example, Syllabus.com.

Such niche websites can be ignored by competitors yet can produce great business for the savvy link builder.

In link building for clients I’ll typically look for between 3-6 significant niches to generate links from. For those, I’ll build a minimum target list of 250 important sites. I then concentrate my efforts on these top 250 sites.

2. Develop good content

There is no substitute for good content. It’s content that customers look for, content that gets you up the search engine rankings and content that encourages others sites to link to yours.

But don’t publish content just for the sake of having something for search engines to index. Every piece of content on your site should be there for a purpose - it must support your sales proposition and take your customers a little further along the sales cycle.

3. Make sure your content is well written

You copy needs to be well written and needs to be accessible to search engines. That means being aware of the words that people will use looking for your products and incorporating those words into your titles and descriptions, headings and subheadings, and of course in your linking text.

If you haven’t got the time or ability to write well, then get someone who can - they will be worth their weight in gold! You can find good quality freelance writers at Guru.com or in the UK, Holdthefrontpage.co.uk.

4. Start your link building campaign by looking at media sites.

Media sites have large audiences of people looking for information - get coverage and a link to your site and not only will you get a significant spike in traffic to your site but you’ll also get a percentage of that audience linking to you because the media site did. Links attract links.

So once you’ve identified your market sectors, and collated your list of 250 link targets, separate the high profile portals or information sites from the rest of the list and start with them. That’s right - at the top! See if any of the portals have a ’submit an article’ or ‘write for us’ page. If they do, make sure you use it - it’s an easy and valuable way to get coverage and links for your business.

For media sites whether they’re traditional or purely online, look for reporter bylines and look for contact details. Many sites will publish guidelines on how to ’submit a release’.

5. Issuing online press releases

Approaching media sites above is very much a one- to-one approach where personal contact is essential. Issuing online press releases is more of a one-to- many approach.

You submit your release to a newswire and they distribute your news to thousands of journalists and editors on their database. Such releases can be picked up and covered by both national and local media and are certainly worth doing - but not as a substitute for the one-to-one approach described above - certainly superior. Try Prweb.com or in the UK, Sourcewire.com.

6. Move on to non-media sites

Now move on to the non-media sites left from your ‘top 250′. Any editorial coverage or links that you’ve already gained will help your cause. Other sites will be more likely to link to you if you have been mentioned by an editorial site they respect.

Many of these sites may give you one way links, others will ask for a reciprocal link. Because you’re asking only top sites, then it makes sense to agree.

But instead of burying a link to them in some remote links directory, include them in your content, write a short article little about them, even recommend them if they have something useful to offer your visitors.

7. Monitor and evaluate

At the start of this article, I said that link building was not about the number of links you could get. Likewise monitoring and evaluating is not simply a matter of counting how many links you manage to get. What is really worth measuring is the benefit those links bring your business.

So as a minimum you should measure:

* How much increased traffic comes from links

* Which links bring the most traffic

* How much does your search engine traffic

* How much your sales increase as a result

And finally a quotation from Sun Tzu [Wu] (BC 535 - 228) courtesy of http://www.quotesandsayings.com,

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

Ken McGaffin is author of The Linking Matters Report and publishes a regular newsletter on linking strategy. He provides training and consultancy in
link building and online marketing.

There is a very famous quote which says “size does matter.” This is particularly true when choosing clothes. More and more scrubs stores have noticed that plus-size scrubs sell well. Plus-size scrubs are oversized scrubs which can be easily worn by anyone, not just doctors or other medical representatives. They are usually without any set size. They are extremely popular among women who like to wear loose, comfortable dresses. Plus-size scrubs are mainly worn by expectant mothers, or people who are overweight.

Plus-size scrubs are usually designed keeping such people in mind. They are loose-fitting for maximum comfort. Plus-size scrubs are said to be extremely popular among pregnant women. Nowadays plus size scrubs are also being used in hospitals for pregnant women during delivery. Plus size scrubs should be comfortable, well fitting, and easily washable. They should not restrict movement, but they should not be so loose that they get in your way at work - whether you work in the medical profession or are just wearing the scrubs to be fashionable.

That’s why they are also known as maternity scrubs. The Internet is the best place to shop for plus-size scrubs, which are available in various designs, patterns, and colors and at very competitive prices. Plus-size scrubs are well-made so that people are not uncomfortable while wearing them. They usually come in a full, single dress, but they can also be divided into tops and pants. All forms are quite comfortable. So if you are an expectant mother or currently overweight, then plus-size scrubs will be comfortable for you.

Yes, pay per click advertising will cost you but if you do it right, it should make you money. If you are running pay per click advertising campaign and more money is going out than coming in, something is not right. Here are 5 steps to targeting the right keywords and minimizing costs.

Are your keywords too broad?

Let’s just say you have developed an amazing diet drink that is safe, effective, tasty and will guarantee that people will lose 15 lbs in 30 days. You know you have a product that is a winner and are excited about marketing it on the World Wide Web. However, you are relatively new to the Web and pick keywords that are too general and expensive like ‘dieting’ or ‘weight loss’. Not only are you perhaps disappointed by your PPC advertising results but it will likely be draining your bank account. This is why niche keywords are so important. Look at bidding on keywords such as ‘weight loss supplement’ or ‘weight loss drink’. Go to Overture or Word Tracker and find keywords that are more niche oriented and not so competitive.

Is your ad dull or attention getting?

It is worthwhile to spend some time learning about effective copy writing. It could be the difference between mediocrity and success. You want to know how to get someone’s attention. Unfortunately saying “I have the best diet drink on the planet” doesn’t work. You have to motivate and inspire people to take their time to look at what you have to offer. And, in pay per click advertising you have to do it in very few words. This can be a challenge. Learn the words that sell or attract or grab someone’s attention like “Must see”, “Quick results”, “New…”, “The truth…”, “Groundbreaking…”, “Instant…”

Double Check your URL!

Sounds like a no-brainer but many times people either misspell their URL or send someone to their home page instead of the page that directly relates to their question. In other words, you may have a website that is dedicated to weight loss but in your pay per click advertising, you want to direct them specifically to your diet drink. So, you would want your URL to read http://www.myweightlosssite.com/dietdrink.html. There is nothing more frustrating to the website visitor than having to go hunting for the information. Your job is to make it easy to find and informative. If they have to look long, they will leave. These are dollars lost to you.

What is your competition doing?

It is likely that your competitors who have a high PR (page rank) and continue to advertise, are doing something right. Learn from those who are successful. While the differences may seem subtle to you, in the World of PPC advertising a word or sentence can discourage or invite a potential website visitor.

What should my title be for my PPC ad ?

Plain and simple use the keyword that is being searched on. Don’t get fancy or creative here. If someone is looking for diet drink then your ad title is ‘diet drink’.
Give the website visitor what they want.

The bidding war is on

Try your best not to get caught in the bidding war game. There are plenty of ways to drive traffic to your site without spending a fortune. General keywords will always have high prices like ‘dieting.’ Don’t fall for the trap. Most refined keywords will have lower priced bids but are excellent because they will target your traffic. A Website visitor may only be looking for diet recipes and dislike diet drinks. They are not your customer. Same for the website visitor who may want to tone-up while they are dieting. The more specific you can target your market, the better you will do.

Two other tips: If all the bids are around 25 cents and the lead bid is at $5.00, you know someone is trying to own the number 1 position. If you want to have fun bid $4.99 and they will get nailed $5.00 for every click and you will only pay 26 cents if they click on your ad. Warning though: if you want to play this game, keep an eye out so they don’t drop their bid. I sometimes do this as a temporary measure to bring someone back to fair playing grounds.

Secondly, keep any eye on all of your bids. People do change what they are willing to bid on any given keyword or search term. I do an overview every few days.

The test results are back

One last key to good pay per click advertising is testing your ads. You can set up two different campaigns and rotate them for the same period of time. What you might learn could surprise you and benefit your bank account!

Jan Peterson founder of http://www.goldstarreview.com researches and reviews business opportunities Over 400 FREE reports available. Successful e-book with reprint rights also available.

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Have you ever had to distribute door-hanger advertisements for your business?

Have you ever employed door-to-door sales techniques to increase your brand awareness?

Have you ever had to walk mile-after-mile repeating the sales pitch, over and over?

Have you ever had to stand outside of an arena event and pass out flyers to exiting patrons?

If you stop to think of the cold calling technique of door-to door advertising, you would discover how sometimes humiliating it is to have a disinterested and irritated individual slam the door in your face, yell insulting things toward you, or be escorted off of their property. To combat this instantaneous humiliation, the idea of door-hanging advertisements gives the sales person a means of getting the word out to more people faster than before but more importantly, it saves the person the anguish of the advertised becoming irate over the interruption. Having been in situations were I have used these techniques either selling for other companies or trying to gain customers for a newly opened business, I came up with the idea of trying a door-to-driveway or door-to-doorstep advertising campaign to build brand awareness for a national car sales corporation that needed grass roots advertising for the local area around their dealerships.

Basically, I was a car salesman that was responsible for bringing in customers to buy cars, and my pay was determined by how many people actually came in and bought. Since I have leg injuries from an auto accident, I needed to find a way to cover the same amount of territory as my competing sales people. The company already supplied a few thousand door hangers; however, the advertisement brought awareness to all of the local 11 dealerships and I wanted to build awareness just to the dealership that I was at, and more specifically, I wanted the traffic created to come specifically to me.

Keeping in mind the flyer campaign I was apart of at a professional basketball game in which the sales team handed out 7,000 flyers to build awareness of a local college basketball season, I designed a half-page flyer text advertisementtherefore, two ads can be printed on every pagethat put emphasis on my name, my contact information, and schedule. You can substitute any advertising design on this half-page ad.

I chose a colored card-stock weighted paper for printing because I needed paper weight for the distribution method used and a lower cost than the cost of printing in color. Printing black and white on colored paper is easier and cheaper than printing expensive color ads, unless you can afford it. But for the purpose of this campaign, you do not need to spend a fortune making your company look good in print.

Once the printing is done, cut the full-page printed page in half, which produces two half-page ads. Next, take the ads and roll them into a cigar shape and secure with small rubber bands. Tiny rubber bands can be purchased at the local office supply company, but the best bet for the appropriate size can be located at a local beauty supply companyask for small hair braiding bands, usually kept in 500 and 1000 count. Keep a large box handy to place the rolled ads in until it is time to distribute.

Now it is time to distribute. Normally, door hangers would take about 2 hours to distribute 500 hangers and would receive a few inquiries for the effort; so being limited to the amount of walking I could do, I decided to drive a car and throw the ads onto the edge of the driveway at peoples houses. I wanted the advertisement to be in the same placement as the local newspaper so the ad had the best chance to be noticed, picked up, and acted on by the potential customer.

As a homeowner, I myself have had numerous advertisements thrown in my driveway, and as the homeowner I am responsible for picking up the ads in my yard. I have seen ads for grass cutters, electricians, Avon sales, donations to thrift stores, and many more, so any kind of message can be placed on these ads.

Now with the new way to distribute, I could get 2000 ads out in approximately 1 hours and had responses before I returned to the dealership. It makes me wonder how many people really do watch the front of their house and wonder what a slow moving vehicle was throwing at their house. After seeing the instant results of my effort, every sales person at the dealership enacted the same door-to-driveway campaign for the shear fact of the number of ads distributed for the time distributed was achieved with far less effort than before. Results we quicker and slightly higher; but, I do not know the exact increase numbers because I did not do any kind of analysis on exact number of responses for the number distributed. I do know that I got a lot out a lot quicker than before and I didn’t have to walk anywhere except to the car.

A few things to keep in mind:
•Make sure it is NOT going to rain on the day that you distribute.
•Try NOT to distribute after 2:00 PM because of children being released from school and them walking and playing in the streets.
•Try NOT to distribute during the weekend because that is when you want people to be acting on the ad that has been delivered, and the kids are in the streets again.
•The perfect time seems to be between 10 AM and 12 PM, a two-hour break in morning commute traffic and the beginning of lunch hour traffic.
•Keep a map and mark the streets covered as to not deliver in the same area too often.

Written by eRix © 2004-08-28 Permission to Reproduce in Entirety.

Webmaster to:
www.aimhockey.com
www.avonbymaki.com
www.quality-gifts-galore.com

eric b smith tampa, fl
b.a. marketing usf tampa, fl
a.s. information systems hcc tampa, fl

Most people know that a press release is a great way to gain media attention. Unfortunately few people fully understand the do’s and don’ts of press release writing.

Before you waste your time on writing a release that is not going to help your business, please keep in mind these things that are to be avoided:

Using a press release as an advertisement- Press releases are to inform the media of newsworthy happenings. Journalists are not consumers sitting around waiting for the newest product to hit the market. Their job is to inform their audience, not to sell to them.

Beating around the bush - When you begin to write your press release don’t include irrelevant information. Use short, simple sentences that get to the point. Also keep in mind that no one wants to read a 3 page press release. Most press releases should be between 400-600 words.

Using the wrong format- Always use the proper press release format. This includes using a heading, not typing in all capital letters, and ending the press release with your contact information.

Calling after you submit a release - Never call a media outlet and ask if they have received your release. It’s unprofessional and it’s very likely that your question will annoy the person on the other end of the phone.

Using a boring headline - Often your headline will decide whether the editor reads the press release or not. When writing your headline, stick to this format: “Someone doing Something for a Reason”.

Grammatical errors- It might not seem like a big deal but any seasoned journalist will be offended by blaring grammatical errors. Please have someone proofread your release before you submit it.

DJ Nelson can help you write an effective press release. Subscribe to her monthly newsletter “The Write Business Strategies” and learn how to drive sales to your product or service by using effective Marketing Communication (Marcom) strategies. Visit her site at http://www.Donyell.com.