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DMOZ editiors

From: Rod Aries

I-Sales Discussion List Digest 
Issue #1775 - July 21, 2003

"DMOZ editiors"
~ Rod Aries

From: Rod Aries <rod,howtointernet.com

I am really amazed on posts referring to PPC, pop here, there etc.. I have never used and have no plans on using any of the above (artificial to me).<<

With all due respect, this comment sorta reminds me of the gal with the slide rule who essentially stuck to her principles when calculators came out and said, "My slide rule works just fine, thank you very much."

Now I know there are still some folks who listen to their 8-track tapes while trying to repair their broken toaster (available for $9.99 new at Target), wondering why their doctor doesn't make house calls any more; but if anything, we have come to learn, that even if we don't see it, that the net is subject to an accelerated, and continual, refinement - both for the user and for the advertiser, err, web site owner... so, if you want to be successful, you keep pace, or, for the most part, become extinct.

The same way evolution went from single cell, to ocean creatures, to land, to walking on all fours, to homo erectus, our Internet marketing activities have gone from SEO = SEM = PPC= RPC (revenue per click).

Over the last 2+ years we have become fairly aggressive in the PPC arena, to the point where we now buy over 150,000++ words across specifically selected PPC providers. We have learned a few thing during our PPC adventure, with the most important realization that: "Revenue Per Click" is the next metric originating out of SEO evolutionary line. Additionally, we found:

1) When we engage clients, we found little attention was paid to the efficacy of their keyword selection as most companies have just jumped-in with six-guns a blazing, shooting up the bids.

2) Many companies didn't, or couldn't, track their keyword bid from PPC to actual sale (if there was one) and thus they used an overall analysis of their "success" by guessing that if they had more revenue than it cost them. 2) For most companies, expensive root words - like home loans or real estate, while good for the ego, generally don't result in the highest rate of return.

3) Our most successful efforts involve 1,000-5,000 word campaigns (we are just finishing an ebook on how to create, find, construct and manage these massive campaigns in just a few hours, using off the shelf software, plus a few of our scripts.)

4) The management of the PPC bids was almost as important as the keywords themselves.

5) That companies generally had the money to spend on PPC campaigns, but failed to allocate management resources proportionate to their investment. Many companies read into the "management resources" statement above comes to mean" human capital", (one of the major tenets of our company is "Let no human do what software can." ) so we show our clients how they can actually save human capital by automating the much of the process; in effect that is MBFTC (more bang for the click)

6) PPC advertisers failed to properly evaluate the various PPC alternatives generally resulting in wasting monies with some PPC vendors and missing golden opportunities with other PPC's. 

7) We have learned there is so much demand for this, we have been inflicted with the cobbler's kids syndrome, we haven't even had time to update our own site...

So, if your site is still receiving traffic via the non-PPCsearch engines, that is good, but, your future is probably limited. If you look at the recent the latest indicators of the monetization of the net, ie, Ad words by Google, the acquisition of Oingo (essentially a PPC feed program) by Google (Google'spress release is even entitled "Google Expands Advertising Monetization Program for Websites - June 18, 2003"), and Yahoo! buying Overture, you can see you are nearing your evolutionary fork in the road - and you can choose with your principals or you can choose with your wallet.

At your service,

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