Archive for April, 2007

Google Adwords has gotten more expensive and much more complicated to deal with. Now you  have to be just as concerned with your landing page – its quality and robustness – as you do with the google ads themselves.

MSN Search and Yahoo Search are improving. While they can be cheaper than Google, they are still significantly more expensive than small search engines. A few years ago a marketing research company found that pay per click advertising using small search engines could be successful and far cheaper than using the big 3 players. It recently revisited the the whole issue of smaller search engines to see what the results would be today.

The search engines included in the tests were Enhance, Miva, Kanoodle, Mamma, GoClick, AdBrite and Ask. Here are the main results for one of the tests – for a newspaper site.

-Conversation ratio to sales for Miva were .09%, at a cost of  $66.58 per sale.
-The conversion ratio for Enhance was .04% at a cost of  $292.38 per sale.
-Conversion and sales for the other search engines were negligible.

The results are a mixed bag. The cost per sale for Miva was 43.4% lower than Google over the same period and 59.2% lower than Yahoo search. That’s good, but the volume for all the small search engines was low, and as you saw, conversion ratios were also low, so total sales were disappointing.

The upshot is you can test smaller search engines, but be careful. While your cost per sale (or action) may indeed be lower than that of the big 3, make sure that your total sales are high enough to exceed the time and cost of setting up the campaign.


Source: Marketing Experiments

Here’s a unique technique to capture more leads and build your list:

There’s probably nothing more crucial to the success of your Internet business than having targeted traffic opt-in to your list. It’s so important that squeeze pages, which did little more than ask for sign-up to a list, became widespread.

Not only did reader frustration with this grow, but google stepped in and did something about it, instituting their google slap and landing page quality scoring. In other words, you now have to provide value and relevant content on the landing page or you will suffer the consequences: In Adwords this means paying more money ( a lot more) for keywords. It also affects your natural search engine rankings in google.

So with opt-ins so important and now harder to achieve, what do you do? This is where the technique I’m about to tell you about comes in. It worked beautifully pre-Google slap, and works even better now because it plays right into the new landing page necessities.

I call the technique: Contentus Interruptus

I first became fully aware of it years ago when I was writing sales copy and guiding marketing communications efforts for one of the biggest online financial websites.
We tested all sorts of techniques to attract signups for paid as well as free services, but the approach of interrupting valued content consistently outpulled other efforts.
While the idea is not new, the success of this particular method is in the details.

Here is how I came to discover the power of Contentus Interruptus, and how you can use it to squeeze more juice out of your squeeze pages….
To read the entire article, click Squeeze Page Juice