YAHOO PUBLISHER NETWORK
Yahoo! is one of the other big search engines that offers PPC advertising. It is very similar to Google, but less competitive. You will get paid through PayPal as a publisher. The ads look similar to Google ads, with various types of
banner and rectangular ads; however, it will say “Ads by Yahoo” and not by Google on the top. It’s a very simple matter of cutting and pasting, just like with Google, to get their ads on your pages.
MSN AND BING
Bing is the Microsoft search engine that is relatively new on the scene. They may be less competitive at this point, and may convert higher just due to the fewer number of people in their program. They will give you analysis on your campaign based on demographics of age and gender. You can go to the Microsoft adCenter to get involved with this PPC campaign, as well as with the MSN campaigns.
This is a far different way to perform PPC advertising, but it is highly targeted. You may not have to build a profile or a sales page to use Social Ads on Facebook, but you will have to be familiar with the interface and how people interact on social networks for the best results. You can use Facebook to get a really good idea of how to best target your ads for demographics and use the same information in other PPC campaigns.
Some people combine different PPC campaigns to bring in traffic from different areas. For instance, a PPC campaign that brings people to a Web page where Google ads are placed would not be unheard of, except that it would require some understanding of social networking sites. You would have to put good content on that page in addition to the ads, as people will report you to their friends as a spammer if you don’t contribute to the value of the social network too.
HOW TO TARGET KEYWORDS
Keywords are the most important element in your PPC marketing campaign. They will determine how people find you on search engines and how many people will find you. It also will be important to understand what the possible payouts are of using one keyword in your copy if you are a publisher versus using another keyword. If you only end up with ads on your site that pay out
$0.01, then you won’t be able to make a large profit. The money just isn’t there. However, if you know which keywords are going to attract better ads, then you can generate content with those keywords, and the likelihood that Google will serve up those ads to your site increases.
THE GOOGLE KEYWORD TOOL
While you can make up your own keywords, it’s good to do a little research and see where other people are making money on their keywords. Google offers a free Google Keyword Tool that lets you put in a keyword or keyword phrase and see how that keyword and associated keywords are performing on Google. The data is very recent, and it can be as detailed as to give you the CPC that advertisers are using on average and the volume and trend for searching for that keyword on Google.
This is great news for publishers who may want to seek out keywords that have a high CPC so that they can get ads served up to their site that make them more money. However, it’s not just a case of getting the highest- paying keyword and putting it in your copy to get that ad served; you also have to figure out how competitive the keyword is, and fortunately, the Google Keyword Tool will tell you that too. If the market is already saturated with too many publishers competing for that keyword, it won’t matter that your content has that keyword in it; you most likely won’t make much on it. Take a look at the Google AdWords Keyword Tool and play around with it to see all that you can do with it. It is located at
