5 Steps to Pay Per Click Advertising That Works

Building Your Fan Club

Compared with the ineffective crapshoot that is traditional advertising, there’s no better way to get targeted traffic than through pay-for-performance keyword advertising in search engines. If you’re not clear on what pay per click ads are, those are the sponsored links that show up when you perform a web search in Google, Yahoo and other search engines.

While more targeted than offline advertising or banner ads, it’s certainly possible to throw away a lot of cash with pay per click. The way to do that is to fail to think strategically about where you send people who click on your ads.

The goal of pay per click advertising is to get in front of searchers who are looking specifically for what you have to offer. This takes careful keyword research, strategic bidding, and compelling ad copy just to get the click.

The problem is, that’s where most people stop.

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It’s Dangerous Out There . . .

I had a chat with my friend Prince Campbell (a/k/a Chartreuse) this weekend, which isn’t all that out of the ordinary.

What made it a bit different was the cease and desist letter he had received from Time, Inc.

It goes without saying that he hadn’t called me to chat about basketball.

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Effective Advertising That Builds Your Fan Club

Building Your Fan Club

It’s ironic, isn’t it?

Bootstrapping, tech-savvy entrepreneurs use blogs as ultra-low-cost tools for free promotion in lieu of an advertising budget, often with great success.

Meanwhile, existing businesses are carefully looking into this “whole blogging thing” trying to determine if it’s a worthwhile return on investment that supplements their current marketing.

If only—like chocolate and peanut butter—we could get these two groups together, eh?

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How to Get Huge Viral Buzz for Your Start-Up

  1. Hire a prominent blogger.
  2. See #1.

Further discussion — too many links to count.

Here’s Robert’s thoughts.

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Business Bloggers Rock

Big companies are paying big money to another company that creates and manages private, branded online communities.

Why?

  • 82% of community members said they were more likely to recommend the company’s products than before joining the community
  • 54% said they were more inclined to purchase products from the company since joining the community

You’re doing the same by blogging, for very little (if any) out of pocket.

Therefore, you rock.

But please, don’t feel like you need to post every day to succeed. In fact, one or two quality posts a week is likely all that is necessary.

Here’s 10 reasons why I may be right about that.

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The Number One Rule of Niche Marketing

It’s been nice to riff on One Thousand Paintings this week, because it’s provided an opportunity to make several (in my mind) important points about the realities of effective modern-day marketing. However, because I personally am a fan of Sala’s concept, I’m worried that the larger point may have been missed.

I greatly appreciate everyone who stepped up in the comments and said:

“Huh?”

In all likelihood, an overwhelming percentage of my readers probably remain puzzled at the appeal of this project. And I’m glad that people stepped up and said so. I think more would have done the same, except perhaps that they were afraid of being publicly contradicted.

The only people I took issue with were those that intimated that the project was a fraud or sham, which it clearly is not.

Here’s the deal — in a long tail and short tail world, the vast majority of people are not going to “get” what you’re doing. In fact, that’s the key requirement.

So, remember this:

The more people who think you’re crazy, the more likely you’re on the right track.

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